This infographic shows how spending on advertising on social networks is growing at a phenomenal pace. Whilst this is an area that any brand should be looking in to, it is important to understand that consumer behaviour in these environments is very different and the approach to content must take this into account. A recent … Continue reading »
Filed under social media …
Brands, it is no longer about you
Whilst researching a chapter for my new book (you can get an idea of how the book will go by reading this article here) I came across a fascinating company called Undercurrent. One of the key players in the firm is a guy called Aaron Dignan. You can follow him on Twitter here. I was … Continue reading »
Stop advertising and start branding
Are you happy with your branding activities? Or do you find the money you spend does little to build your brand? Unfortunately, most branding initiatives revolve around a creative campaign developed by an advertising agency. Depending on budget, the creative campaign will be implemented with a one-size-fits-all message communicated to all and sundry and across … Continue reading »
Are brands responsible for where their ads are placed?
A couple of years ago I wrote a blog post about negative brand association. You can read the story here. I hate to say ‘I told you so’ but I’ve always said that in the social economy, the concept of using communications to try and position a product or service in the mind of a … Continue reading »
Cross platform marketing to build a brand
It is accepted now that consumers are paying less attention to traditional media. Although the TV or the radio may be on, it doesn’t mean they are viewed or heard. And with the proliferation of ads and trailers, more consumers are reaching for other screens during a break in programming. But marketers still insist on … Continue reading »
When is the best time to use Twitter?
Whether we like it or not – and despite the fact that there are 500 million Twitter users of whom 200 million are active users, far too many companies refuse to take Twitter seriously. Preferring instead to continue to use traditional channels – Twitter is an increasingly important tool for brand building. It allows firms … Continue reading »
More thoughts on why positioning is wrong for your brand
The issue or issues I have with positioning are well documented in this blog. But I still get a lot of resistance when I try to explain to companies that they are wasting their money relying on advertising agencies to manage their brands by developing a positioning strategy. This is because another issue that is … Continue reading »
Can poor customer engagement across social media destroy a brand?
I came across a remarkable story about how a brand failed to deliver on its promise and the result of that failure. You can read the full story here In a nutshell, it’s the story of a gamers attempt to buy an add-on for video game console controllers. The tool, known as the Avenger and … Continue reading »
All the XLVIII Superbowl ads in one place
As the XLVIII Superbowl kicks off in New Orleans, attention turns to the numerous (some would say infuriatingly repetitive) commercials that can cost up to US$4 million (RM12 million) for a thirty second slot – that’s just for the airtime, not the production and other costs. I’ve had a look at this year’s ads and … Continue reading »
Advertising doesn’t work, just ask Microsoft
This is a great ad for Windows 8 from Microsoft Portugal (stick around for the ending) but it’s a corporate driven message and in the social economy, consumers no longer believe or trust corporate driven messages. On seeing this ad, the first thing most consumers will do is search the net for more information. I … Continue reading »
