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Posts tagged with Reputation

The beginning, middle and end of brand storytelling

Storytelling is being hailed as the new big idea, but it's not that new.  What makes a good story in this viral, user-generated, post advertising world has always made a good story. 

From papyrus to pulpit to plasma screen, the attributes of a ripping yarn have remained the same: credibility, digestibility, and most importantly, emotional resonance.


Why should brands own their social media profiles?

Is this Captain BRAND, saviour of the universe? Via flickr by Gaetan LeeBrand 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...