Studying the impact of innovation on business and society

Tag: brand

The 9 Laws of Affinity in an Era of Digital Darwinism

We are indeed witnessing what can be best described as the end of business as usual. With the closure or dwindling performance of businesses once regarded as too big to fail or with the rise of every new Occupy-like movement around the world, we are reminded of the grand chasm that exists between consumer values and the values of today’s businesses. What is becoming painfully obvious is that people everywhere are calling for change and they’re taking to the streets…

Your Brand is More Important Than You Think: BrandSTOKE’s 9 Criteria for Brand Essence

Your Brand is More Important Than You Think: BrandSTOKE’s 9 Criteria for Brand Essence

The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than one’s ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed. With customers today being increasingly connected, informed, and ultimately empowered, their expectations only escalate. In short, they are more discerning and demanding than ever before. The brand and the brand promise are of paramount…

Sephora Gets a Digital Makeover to Attract Connected Customers

One of the challenges marketers and strategists face today is understanding the difference between a success story and an example that has true business impact. With every story and through our own experience, we are learning about the transformation companies are undertaking to migrate from social brands to social businesses. One of the emergent trends that we will soon be tracking is the move from social to experiential where social media plays only one part in the greater production of…

Why Brands are Becoming Publishers [video]

Why Brands are Becoming Publishers [video]

Is content still king? According to Deanna Brown, CEO, Federated Media Publishing, “Content, in the right context, is ultimately king.” Welcome to the evolution of publishing, where storytelling, advertising, and technology intersect. By having unhindered access to social and mobile media platforms, brands are experimenting with paid, owned, and earned media to reach connected consumers in their channels of relevance. As brands dabble in publishing, traditional marketing and advertising networks are also evolving. Federated Media is no stranger to the…

The Path from a Social Brand to a Social Business

I’ve been a long-time supporter of MediaTemple’s (MT)Residence program along with Gary Vaynerchuk, Neil Patel, and many others whom I respect. I wanted to share my “7 questions to answer to become a social business” with you here.. Social Media is pervasive and is becoming the new normal in corporate marketing. Brands who get this right are starting to build their own media networks rich with customer connections numbering in the millions. Right now, Coca-Cola has over 34 million fans…

The Importance of Brand in an Era of Digital Darwinism

Part of an unpublished appendix for The End of Business as Usual… Think of your favorite brand, and the first thing to come to mind is likely a logo, such as the Coca-Cola scripting, a tag-line, such as Nike’s “Just do it,” or a jingle – remember the Oscar Meyer Wiener song? These may be the aspects of a brand you remember, but they are no longer the most important aspects of branding today. Identity, persona, essence and promise, are…

Brands Face Stream Fatigue as Consumers Look Beyond Gimmicks in Social Networks

Part of an unpublished appendix for The End of Business as Usual… The mystique of Twitter, Facebook and Google+ causes a momentary lapse of reason where businesses are surprisingly acting first and addressing “the why” at a later point in time, if at all. Without careful consideration and strategy, a great wave of stream fatigue, social blindness or far worse, customer unlikes and unfollows in will befall unsuspecting businesses en masse in social media. It will come down to a…

Nissan Embraces Social Media to Improve Customer Experiences and Foster Advocacy

In this episode of (R)evolution, Nissan’s David Mingle, Director of Customer Management and Erich Marx, Director of Marketing join me for a refreshing conversation about social media’s impact on business transformation, customer experiences, and building an adaptive business model to learn and evolve based on new opportunities. We explore Nissan’s approach to new media for not only marketing, but also how the company uses social media to invest in and shape the customer experience over time. Having both David and…

Brand-Jacking: Social disaster or the highest form of flattery?

Guest post by Ekaterina Walter, a social media strategist at Intel. She was recently elected to serve on the Board of Directors of Word of Mouth Marketing Association (WOMMA). Follow her on Twitter With the growth of social media and all the two-way channels of communication open to organizations, brand identity is potentially stronger but more at-risk than ever. Losing control of your brand’s ‘voice’ can be hugely damaging. And companies who have been brand-jacked, that is, had their brand…

The New, New Twitter and What It Means to You and Your Business

The new, new Twitter is upon us and while some of you already have access to it, others will have to wait up to three weeks. I’m not one to write about new features or products as they’re released. But I would like to take some time to review why this version of Twitter is important to you and your business. Twitter has undergone nothing short of a complete redesign…again. The new experience offers a much needed simplification. After all,…

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