Branding: Share-Able and Share-Worthy
Labels: Branding, Canadiens, Logo, Marketing, Purple Cow, share-able, social media, Viral
More and more, brands are "opening up" their brands by making them "share-able" -- how they get used and where they show up, to be enjoyed by various online user communities.
Being "share-able" is not enough.
"Share-worthy" should be the goal.
Such as the picture at right. The Montreal Canadiens know exactly how to draw your eyes to their logo. And now that it is on the Internet, that brand logo placement can be shared with far more than just the people who saw the woman wearing the outfit that day.
BMW Mini Cooper advertising may have started the trend of placing brands in unusual settings a decade ago, later 
explained by media thinker Seth Godin as a form of unusual and remarkable "purple cow" marketing.
With online viral content, user-generated customized mash-ups, "green screen challenges", customized theme avatars and various social media platforms, brand "sharing" among people is stronger than ever...allowing marketers to participate and engage in meaningful advertising campaigns by giving people a chance to develop a deeper relationship with their favorite brands.
Brands know they have to be part of the action online by offering their brands in "share-able" and "share-worthy" ways.
In the end, brand logo placement online impacts marketing bottom line results...and cheeky social media buzz campaigns often keep brands from falling behind the competition.
posted by Unknown @ Thursday, November 12, 2009,
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Tribes and Brand Building...Plus Seth Godin about Twitter
Labels: brand building, Customers, Marketing, Purple Cow, Seth Godin, social media, TED2009, Tribes, Twitter
Twitter just jumped its total number of users in the last couple of weeks -- from 6 million to 8 million -- due to more mainstream media coverage (The Daily Show, morning radio shows, newspapers, many others). Leading "Tribes" maven and Senior Purple Cow Seth Godin refuses to tweet. To find out why, go to the 9:15 mark of this Ted 2009 conference interview (February 5, 2009):
Whether or not you use Twitter, social media needs to be part of your modern marketing plan. To marketing messages to have impact today, they need to feed into consumer's needs for convenience, connection, community and control. They want to be fans and to share through positive word of mouth. The key is provide content for your brand's most passionate users to help spread the word and praise.
That's how you get customers in your store today.
Marketing Sherpa says in a recent survey that over 90% of companies believe social media is most effective in building brand reputation and awareness, with direct marketing objectives falling into the second tier expectations.
Spotting upcoming social networking trends is important in the world of word-of-mouth campaigning. Brand enthusiasm is an essential ingredient when building brand awareness. It immediately has the strongest potential of converting into sales and extended customer loyalty.
Just as Seth Godin believes. You may not see him posting Twitter...but, believe me, he loves seeing his fans tweet about him and his books.
Hey, if you are a fan of this article, tweet it!
posted by Unknown @ Wednesday, March 11, 2009,
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