tag:blogger.com,1999:blog-24784219.post3936025336629018095..comments2024-03-06T03:58:39.540-06:00Comments on The Viral Garden: More on the Future of BusinessMack Collierhttp://www.blogger.com/profile/02723628321171539590noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-24784219.post-27989766280991819442007-06-11T21:40:00.000-05:002007-06-11T21:40:00.000-05:00Paul I think with most branding, you have the comp...Paul I think with most branding, you have the company trying to push the 'story' they want the brand to represent. With social branding, you have the company and the customer creating the brand together. So if the company tries to push a brand story on the customer that isn't consistent with the product, there will be pushback from the customer.<BR/><BR/>When we have social branding, the company and customer are both telling the same story. That results in a much stronger brand.Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-22488303783660640242007-06-11T18:26:00.000-05:002007-06-11T18:26:00.000-05:00Mack-I think you're definitely on the right track ...Mack-<BR/><BR/>I think you're definitely on the right track here.<BR/><BR/>A brand is what it is, right? For instance, what I think about Nike has to do with the ads I saw, what my family and friends say about it, how their shoes fit my feet, etc. When we say branding, we're implying the addition of force to move the brand in one direction or another. But, by calling it Social Branding, we're actually starting to describe what the force actually is and what it means to some extent. It sounds like a more communal push.<BR/><BR/>Nicely done...Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-36927642601133146502007-06-11T11:37:00.000-05:002007-06-11T11:37:00.000-05:00"At the risk of what it may do to my personal bran..."At the risk of what it may do to my personal brand, I sort of agree with Lewis. :) "<BR/><BR/>I missed this the first time ;)Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-61392531872348588672007-06-11T11:31:00.000-05:002007-06-11T11:31:00.000-05:00"There are two competing stories going on with any..."There are two competing stories going on with any product. The story the seller wants and the image the consumer crowd spreads."<BR/><BR/>Exactly Roger, and that was my whole point. As companies begin to actually utilize these communication tools now available, we'll begin to see companies and their customers get on the same page.<BR/><BR/>Then the branding is baked into the product, because the company is working with the customers to create a story that's consistent with the product.Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-16999224640168332292007-06-11T11:25:00.000-05:002007-06-11T11:25:00.000-05:00Ann I saw that ad as pure fluff. Where was the re...Ann I saw that ad as pure fluff. Where was the relevance for the viewer? It was just nonsensical crap that Dow probably thought would be a huge success.<BR/><BR/>Thanks Sean, and Blogger doesn't allow trackbacks, as far as I know. That's always been one of the biggest gripes with the service.Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-44929635798832540212007-06-11T11:08:00.000-05:002007-06-11T11:08:00.000-05:00At the risk of what it may do to my personal brand...At the risk of what it may do to my personal brand, I sort of agree with Lewis. :) <BR/>There are two competing stories going on with any product. The story the seller wants and the image the consumer crowd spreads. I think what we see with the rise of the citizen journalist, AKA blogger, we see the power shifting away from the story teller to the crowd. Kind of like the reputation you had in high school. If the crowd thought you were a geek, slut, jock, or smoker you had a hard time fighting that. If you had the money you could dress yourself up and maybe change perceptions. If you made some great achievement your brand could be reset. <BR/>I think that the increase in quality is a function of the increase in knowledge availability. It used to be that if you said something enough people did start to believe it. Now it is easy to find contrary opinions and so this undermines the old brand building machinery. This has been underway since newspapers, radio, and television found that "consumer reporters" had traction.<BR/>For years I have been talking about what I call the <A HREF="http://www.mapsformodernmagellans.com/content/view/35/83/" REL="nofollow">5-Fold Way.</A> That is, there are 5 positions or branding styles a company can take to present itself to the market. Superior Quality is just one of them. Companies like to change this and the smart ones go with it. They pick a type and they let everyone know what it is.<BR/>This is where the convergence of social media can be a strength. When a company picks its position, actually lives it and people confirm it. The companies that skip a step in that process will suffer.<BR/>My 2 cents with a tip o'the cap to Lewis Green.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-46018022718348748632007-06-11T11:06:00.000-05:002007-06-11T11:06:00.000-05:00I LOVE LOVE LOVE this, Mack. I think you definite...I LOVE LOVE LOVE this, Mack. I think you definitely drove the nail home. I was struggling with where and how branding IS and where and how branding is going. I sensed it wouldn't die, but wasn't able to articulate this at all.<BR/><BR/>Question for you. How do I do a trackback to blogger? Any idea? There's the "create a link" but it demands a blogger/google account...Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-50033704968081274862007-06-11T10:09:00.000-05:002007-06-11T10:09:00.000-05:00I tend to agree with you Mack - go look at CK's DO...I tend to agree with you Mack - go look at CK's DOW chemical example today on her blog - and the reaction to it. That's what happens when somehow the company's view of reality is far askew of everyone else's.<BR/><BR/>Perhaps the value of social media is making each aware of the other's view and allowing them to interact around that. <BR/><BR/>If a company is aware of how they're viewed and how their products perform and still produces messages that are in conflict with the that, then it seems to me that they are attempting to tell their customers what to think.<BR/><BR/>But...you all are the marketing experts!!!!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-65179347115388020982007-06-11T09:20:00.000-05:002007-06-11T09:20:00.000-05:00"If you ask any marketing person the definition of..."If you ask any marketing person the definition of brand, they will say something about it being the perception people have of a particular business. So they know it isn't about convincing anyone of anything: it is about telling stories that develop that perception, and those stories aren't about products and services."<BR/><BR/>And I think that's the problem. We have stories being told about products, that are inconsistent with the product itself. Because I think we have companies trying to create 'branding' to tell the story they want customers to believe about their products. How many times have we seen fast food franchises try to tout their 'healthy menus'. How many customers believe that fast food franchises are a source of 'healthy' food? <BR/><BR/>Does Burger King and Wendys want us to believe that they serve healthy food? Of course. Do we believe that? Nope. <BR/><BR/>With social branding, the customers have a sense of input in the branding. They get a voice in creating the product's story, which means it's more likely to be more consistent with the actual product.Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-10706083873463984752007-06-11T08:51:00.000-05:002007-06-11T08:51:00.000-05:00Mack,"Which also means that the traditional brandi...Mack,<BR/><BR/>"Which also means that the traditional branding model of companies telling customers what they should think and feel about their product, will continue to lose effectiveness."<BR/><BR/>I don't think "telling customers what they should think and feel" has worked for decades, long before what we call today social media came into being.<BR/><BR/>The traditional model since as long as I can remember has been story-telling not marketing about products or telling people how they should feel or think. Now, do many, if not most companies still sell products and services instead of solutions? Sure. But that is because either they don't know how to change their messaging or they didn't get the memo.<BR/><BR/>If you ask any marketing person the definition of brand, they will say something about it being the perception people have of a particular business. So they know it isn't about convincing anyone of anything: it is about telling stories that develop that perception, and those stories aren't about products and services. They are about how customers are valued and how those same customers get value from XYZ company. Some customers end up with a positive perception, some a negative, and some are ambivalent. Just makes sense: either we meet people's wants and needs or we don't.<BR/><BR/>But to be honest, other than car dealerships, I don't know many businesses trying to convince customers to think or feel anything.Anonymousnoreply@blogger.com