Posts tagged with 'branding'
I was asked the other day what I thought about Skittles' social media experiment and whether it would have lasting effects.
My response: I wasn't sure. The buzz seems to have died down. Certainly it's nowhere near the pitch that it was when we all first learned that Skittles.com had been turned into Twitter.
The economy may be pushing prices lower, but when it comes to brand loyalty consumers still aspire to lofty expectations. That's the conclusion of the latest BrandKeys customer loyalty survey and it could portend a strategy change in internet marketing for brands that are trying to hold the high ground.
Brand value, according to BrandKeys CEO Robert Passikoff, means a lot
more than brand pricing. The just-released index says that consumer
expectations regarding brand value went up 20% this year versus last.
New Yahoo CEO Carol Bartz had her first public appearance at the Morgan Stanley conference yesterday. She took the opportunity to continue her message to Wall Street that the sliding search company is considering a whole menu of options for the future. The operative quote: "Everything is up for evaluation."
The problems with Yahoo begin and end with that attitude. Here are five things Bartz could put in motion tomorrow that will get the company back on track:
Brand managers are paid handsome salaries largely to optimise and protect their brands. This means raising the key brand metrics (reach, awareness, favourability, etc) and avoiding brand damage.
In today's multichannel environment I argue that brands need to be monitored, represented and protected online. I wrote an article last week that generated some interesting discussion around whether or not companies should be climbing onboard the Twitter train. Some argue that there's no point ('it isn't big enough' / 'how would you use it?') and others think that it is ripe for engagement.
My own argument can be boiled down to this: even if you don't actively use these sites today, you might as well make sure that you're in a position to use them tomorrow.
This means owning the brand names...