brands

Why Not Operationalize Brands? Part 1

Over coffee the other day a colleague asked me a question I actually get asked a lot: Do you find that people “get it?” By “it” he was referring to operationalizing the brand, the approach I teach and help my clients implement. He asked because he’s found, as have I, that although many company leaders claim to understand the difference between expressing and operationalizing a brand, the fact is, most don’t put their brand in the driver’s seat of their organization.

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The Brands at Comic-Con 2010

What a show!  Comic-Con 2010 was a blast. Having heard about Comic-Con for so many years, I went to check it out for myself this year. Not only did I want to see the crazy costumes and live panels, but I also wanted to see what was going on from a brand point of view. I expected to see all of the network, studio, comic book, and TV show brands, but what other brands would be there? Here’s my recap:

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What Type of Brand Are You Online?

There are four types of brands online, and you can distinguish between them by listening to and analysing the conversations about the brands. This is an insightful takeaway from one of the most interesting presentations at the Social Media Marketing 2010 conference in London earlier in June. The presentation from web monitoring company Synthesio presented these four types of brand, showed the nature of conversations about them online and then showed some best practice examples of how such brands can engage online.

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How Much Is a Facebook Fan Really Worth?

I wrote about this issue in March, the first time a report like this came out. You can click here to read my earlier post. And now we have yet another report trying to show that people who are fans of a brand on Facebook spend more money then the average person. And once again, I think they have this backwards.

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The Social Shibboleth

The jury is still out on social media as a marketing tool. There, I said it, heretical as it might be. To say otherwise is to be blindly optimistic or, worse, stupid.

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Why a Museum Is the UK’s Top Brand on Twitter

Last week we looked a ranking of the top ten brands on Facebook globally, based on the number of people who ‘like’ them. There were no real surprises – Starbucks came top and the rest of the top ten was filled with well-known consumer and fashion brands. When considering brands on Twitter this story is sometimes different and it is not always the obvious brands that are most followed.

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The Top Ten Brands on Facebook

Starbucks is the most popular brand on Facebook when ranked by the number of people who ‘Like’ a brand (’Fans’ as they used to be called). Over 7.5 million people like the coffee chain on Facebook, almost 2 million more than like the second most popular brand, Coca-Cola.

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Smoking Pot in a Fishbowl

The Harvard Business Review has posted yet another blog post waxing poetic on the magic of social media marketing that substitutes the comments of cheerleaders for even a hint of editorial responsibility or factual accuracy. Letting it get away with running such nonsense would be like shrugging at an Encyclopedia Brittanica entry on the truthiness of the Piltdown Man. 

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Do Everything, Say Nothing

P&G's Dawn dishwashing detergent is facing an immense and somewhat delicate opportunity: it has been donating product to help clean wildlife impacted by oil spills since the Exxon Valdez in 1989, and it is already making a contribution to BP's Gulf disaster relief. I understand that its marketers are considering how much more it might do without getting accused of opportunism.

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The Land of Lost Brands

Though I often like to riff on smart or silly marketing decisions, I'm more interested in the business strategy behind brands. In considering Dell and Starbucks, I'd have to say that both companies are utterly and somewhat similarly lost

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