Archive for the 'branding' Category

Brian Solis: Bringing a Brand to Life in Social Media

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Brian Solis interview on brand personality and its public representation.

Read the full post on his blog.

Brian Solis

Brian Solis. Image via Wikipedia

Swan Dive! Old Spice Man Doubled Sales

Stronger than a karate chop. More viral than Susan Boyle.

The Old Spice Man racked up both explosive web traffic and sales for the makers of the men’s body wash brand.

According to WARC, as reported on Mashable, “Nielsen data shows that sales of the Old Spice Body Wash range as a whole rose by 55% over the last three months, and by 107% in the last month alone.”

Get the scoop, look here. I’m on a horse!

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Overheard: Web 1.0 brands on the way out!

Web 2.0 is here

“Web 2.0 brands are on the way in, and Web 1.0 brands
are threatened to be on the way out, unless they find a way
to turbo-charge their offers with social features, provide
mobile access, and add online video to their offers.”

–Karsten Weide, IDC Research VP, Media and Entertainment

A Curious Proposition

What are the benefits in offering “features, mobile and offers”
versus adopting a business model that reflects a social oriented
culture and its communication tools?

In its recent study, IDC‘s 2009/2010 U.S. Online Consumer Survey, the study’s “Abstract” raises a curious supposition:

What makes a Web 2.0 “brand” vs. a Web 2.0 “company?”

The answer is culture.

Are companies allowing consumer technologies and their attitudes toward using them to drive innovation from within? The evidence shows companies as slow to adopt to this change.

Weide’s call-to-action itself rings like a Web 1.0 analytical perspective: of “What works for business,” compared to, “How does the consumer want us to work?”

The latter offers a more Web 2.0 approach. It presumes a malleable business model that seeks to be directly informed of consumer wants and needs, interests and behavior to enable a real time business response using the tools of the day to maximize its business interest. Not just the application of web 2.0 “features” appended to an already outmoded business model.

Business 2.0 vs. marketing your business to look 2.0.

Is your company a Web 2.0 company or a Web 2.0 brand?

Leave your comment here.

Related articles

14 Slides Business Needs to Thrive in the Social Web

Neil Perkin gave a keynote with a slide deck that would rival Lawrence Lessig’s.

Perkins presents key data points for navigating the social web, which resonate success for anyone engaged in social media, social networks, or simply using their smartphone.

Here are 14 slides business (or anyone) needs to know:

  • #8 – About 70% of the digital universe is generated by individuals.
  • #14 – Media brands are increasingly defined less by the platform and more by the community
  • #15 …the means of production and distribution are shared…
  • #18 …the purpose of information is to foster communication  — M.Zuckerberg.
  • #21 …attention is increasingly earned…
  • #22 …creating and supporting groups…
  • #23 …engaging and nurturing its community…
  • #25 …how can you help that comunity do what it wants to do  — M.Zuckerberg.
  • #29 …you are what you share  — C.Ledbeater
  • #31 …companies must act faster, responding in real time, to keep apace with its customers.” FarisYakob
  • #32 …its about responsiveness…
  • #38 …create content and services that [is] worth passing on.
  • #51 – Americans between the ages of 8 and 18 spend on average 7 1/2 hours a day using some sort of electronic device
  • #58 – New ways to tell stories…

Be There. Share. Show You Care.

The bottom line? The road to success will be earned by those who create and share an endless stream of information, and whom participate to support within their communities.

Feed your community. Grow your influence.
Feed your community. Earn their trust.
Feed your community.

What are you sharing?

Be the perspective. Be the difference. #sixwords

Why do we want to inspire? To motivate? To Sell? To Influence?

Why are you in business?

How do you build an audience?

How do you make friends?

How do you serve your community?

What is your bliss? Your mission? Your vision?

What perspectives do you hold on life?

With whom do you share this?

Who are you listening to? Who is listening to you?

What is your perspective?

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Top Music Download: Grateful Dead’s Furthur: Internet Archive

Greatful Dead on Internet Archive

The Grateful Dead band, Furthur, is the Internet Archive’s top music downloaded and top Archive download.

The most recognizable brand and its band, The Grateful Dead, still lives and is going strong in its present incarnation as Furthur.

In fact, Furthur, and The Dead’s music are the top music and overall downloads from The Internet Archive.

Hear and see Furthur play The Grateful Dead’s music here.

Learn about Dead Heads here.

See how the entire internet is being archived in a library here.


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