This week's Monday Morning Memo is about asking new questions as you plan your advertising and marketing efforts in the new economy. It's always been about getting more of the same, but that isn't working any more.
We'll be asking the same questions in our Denver Advertising and Marketing Seminar on February 19 and 20. Day 2 has a segment called Marketing in a Recession. You'll want to be there.
Consumers at the gate
After the many, many words of wisdom, now available at Amazon, about modern branding, this might be the moment for consumers to create their own brands. Instead of asking ‘why not?’ the question is ‘how can we help?’
The exec summ of current literature on branding in times of web 2.0 fits in a blog, so bear with me for the next 20 seconds:
– After mono communications (brand talks to consumer) and dialogue (consumer talks back) we now have entered the era of ‘Borg Branding’ (my words): consumers are connected to all other consumers while talking about your brand.
– Tricky business, as one slip up of your call center employee can bring the rage of the entire internet upon your brand. Interestingly, all authors draw on the same handfull of cases that prove this, with Vincent Ferrari v. AOL firmly in pole position.
– What didn’t change: a brand is defined by consumers. What did: the scale and speed of consumer input. We can now listen to everyone, provided enough budget.
– Instead of ‘Consumer generated Content’ we should talk about ‘Consumer Generated Change’ (again, my words. Sorry). With their combined chit chat, consumers now wield a big axe.
– Behavior beats communications. Great add ideas are out, brand actions are in. Saying your brand cares about a better environment doesn’t count anymore. Prove it.
Summing up, consumers now drive the brand. So why not take this a step further and help consumers to create one?
It shouldn’t be to difficult. Put up a site where consumers can unload their feelings of love and hate about brands. Select from these a product category where brand value historically drives a disproportionate part of profit. Zoom in on the ones that consumers nag about a lot. Then offer a platform where they can develop ideas and get a manufacturer to produce the stuff.
At worst, we’ll have a great research tool. At best, we’ll be producing the next generation of hot selling brands.
Your ideas, please.
Do you have a points system to review the effectiveness of someone’s blog brand?
For example the blog brand scores:
54 out of 100 which is: “average/poor”
78 out of 100 which is “excellent but still scope for improvement”
I have been looking for something like this where I can clearly evaluate the brand effectiveness of my blog.