CAN BRANDS BE “TOO SOCIAL”?
POSITION: DEFINILTELY It's an interesting question. Before answering, I actually went to the Oxford English Dictionary for a proper definition of what has become a ubiquitous and multifaceted term. The definition that seemed most apropos these days: Marked or characterized by friendliness, geniality, or companionship with others; enjoyed, taken, carried out, etc., in the company of others. Against this backdrop, let me rephrase the question: Can marketers be too friendly and familiar? Can they pose as friends when they're trying to sell us products and services? In a word, yes. All too often I receive "friendly" emails from financial advisers. While these messages are ...
‘Sex and the City 2′ Not #1? What That Says About Brand Building
I’m not going to lie – I called this one wrong. I would have bet money that despite the absolutely awful reviews it received, Sex and the City 2 would not only be the #1 movie in its opening weekend, but it would leave all of its competitors in the dust. It should have been a simple matter of the brand, after all – clearly, while I don’t personally understand their appeal, these four insipid characters have claimed their place in the hearts of women everywhere, and for the month leading up to the release of their second movie, it ...
5 things I see on Tweetdeck that just piss me off
Like many people, I keep Tweetdeck on in the background while I work, and occasionally glance at it to see if anything interesting happens to pop-up. Aside from Friends, Mentions and DMs, I have columns for #marketing and #branding viewable, and over the past few months I've noticed certain recurring trends in these topics that are just slightly less irritating than sticking hot pokers into my eyes and twisting them, slowly. So here they are, in no particular order, and I would love to find out if I'm the only one out there bothered by these things, or if there are ...
IS SOCIAL NETWORKING MORE ABOUT NETWORKING OR MARKETING?
POSITION: NETWORKING In the November 9, 2009 issues of DM News, there's an announcement that Email Data Source is launching a new tool that will enable marketers to measure Twitter's impact on the traditional brand marketing perspectives of reach, frequency and effectiveness. According to the article, the new tool will grab the brass ring, the coveted ROI measurement of social networking. I have to say that I greet this announcement with a bit of a ho-hum shrug. Because social networking is networking – not brand marketing, not direct marketing, but that old chestnut, personal networking. When I worked in the financial services sector, ...
MICRO DEBATE: BRANDING & MARKETING
CAN BRANDS BE “TOO SOCIAL”?
POSITION: DEFINILTELY It’s an interesting question. Before answering,...
IS SOCIAL NETWORKING MORE ABOUT NETWORKING OR MARKETING?
POSITION: NETWORKING In the November 9, 2009 issues of DM News, there’s...
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MICRO DEBATE: POLITICS
MICRO DEBATES: POLITICAL WRITERS WANTED TO JOIN THE DEBATE TEAM
Perspectives is excited to expand our “200 Word Micro Debates” into...
OBAMACARE: GOOD OR BAD FOR AMERICA?
What better way to kick off political debates than with the topic everyone is talking...
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CONTRIBUTORS BLOG
5 things I see on Tweetdeck that just piss me off
Like many people, I keep Tweetdeck on in the background while I work, and occasionally glance at it to see if anything interesting happens to pop-up. Aside from Friends, Mentions and DMs, I have columns for #marketing and #branding viewable, and over the past few months I’ve noticed certain recurring trends in these topics that are just slightly... [Read more of this review]
WHAT SHOULD BRAND PERSONALITY REFLECT: COMPANY EXECS OR THE TARGET MARKET?
This answer isn’t clear-cut. For brand developers, it’s an issue can be tricky, because the truth is that the brand personality needs to take many variables into consideration. On the one hand, because the personality of a brand is the key to creating an emotional connection with the audience, it would be reasonable for to conclude that the... [Read more of this review]
5 Core Reasons Consumers Stay Loyal
One of my favorite jokes has to do with the power of loyalty: Q. How do you know that a dog is man’s best friend? A. Lock your wife and your dog in the trunk of your car. Let them out an hour later and see which of them is still happy to see you. Loyalty is one of the most powerful forces in the universe. It’s also the brass ring in branding: There’s... [Read more of this review]
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