Blog categorized as Branding

I had written a few weeks back that I did not quite agree with "paid WOM" ( well almost paid WOM) and building a buzz for brands. It will always work as a short-term tactic rather than a strategic fit for brands.

Here's some news on this front:

Procter & Gamble’s Tremor unit – a company ...

Harvard Business School - Working  Knowledge has a nice interview with  Prof. Luc Wathieu on customer empowerment.

Here are some of the salient points about the concept:

The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: produc...

Peter Davidson writes:

These days marketing is all about the story. It's the story of the idea that lead to the creation of your business, the history of your company, the creative uses of your product, the experience of your service, the transformation that results from your experience. Whatever it ...

Whenever I have seen brand scores, I alway see a lot of importance being given to  awareness, TOM, brand preference scores etc. But, never does the customer-centric measures get adequate attention in brand metrics. It's time we did it. Here's a nice blog post I read on this subject.

Nick Wreden ...

I just picked-up a thread on ignorance premium by Hugh Macleod where he wrote:

"With the Ignorance Premium, you're paying extra for not knowing. Instead of MICRO knowledge, your basing your choice on the cooler, hipper MACRO Brand Metaphor. Branding is all about about being cool and hip, because...

Adrants writes:

The survey, "Americans' Relationship with Custom Publications and the Companies that Provide Them," found that 85% say that if they are going to get information from a company, they'd prefer to get it in an interesting collection of articles, rather than an ad.

Fifty-eight pe...

Leigh Duncan writes:

"Not my job" is the enemy of good customer experience.

A "not my job" response forces customers to make an unfortunate choice: seek an alternative source for satisfaction – or walk away, entirely. Customers must also re-process their brand association against t...

I have always had a  good opinion about Maruti Suzuki cars in India and their customer service standards.  They are known for their wide-reach  across India, value-for-money cars & customer service and an impeccable sense  of quality in their service process.  But, the l...

Bob Garfield writes:

If you can keep your eyelids propped open, you’ll have a chance here to consider the implications of TV commercials produced not by agencies, but by ordinary consumers. The stuff is out there already. More significantly, though, you’ll see how many functions of marketing research...

I have been reading Walter Carl's blog on the power of WOM.  Historically, I guess, measurement of WOM has been an issue. I have also been looking at Jonathan Carson's Buzzmetrics blog. 

I for one, personally, am not an advocate of "paid WOM" as I believe it is certainly not sust...