Posts under ‘Brand’

Measuring ROI on social network activity is hard for marketers. Many use ‘number of fans’ or ‘number of followers’ as a success metric. If the number trends upward, things are good. However, in research, I’ve often seen people become embarrassed by the brands/companies that they have become a fan of.
“My friend told me to join [...]

A lot of people are upset because Sidewiki allows people to comment on their site without them having control over those comments. They can say whatever they want about you, and you can’t control it.
But this is not new. People have been talking good and bad about brands for decades. It may not have been [...]

Tara Hunt as published a nice presentation on how people need to “forget about social media strategies, and think about customer-centric business strategies”. I’ll add another layer of complexity. They also need to stop thinking about what people do on the web, and start thinking about how the web fits into the rest of people’s [...]

Many people are excited about “real time”. Technologists get excited by updates in real time, news in real time; marketers get excited about customer feedback in real time.
But what is real time?
I’d argue that when we think about real time, we should be thinking more holistically about how people form memories and brand perceptions. People’s [...]

I love last.fm. Normally it looks like this:

Sometimes, they brand whole pages with big music events like Lollapalooza:

I’m OK with this. It’s very much in the background, I can engage with it if I want, or I can ignore it. It doesn’t take away from my core experience at last.fm - listening to music and [...]

The perception of one’s brand is an aggregation of every single interaction with that brand. Yet in my experience, brand owners don’t focus enough attention on the little things. The many micro-interactions that reinforce or change perceptions. Here is a nice example of what I mean by the little things. Before Google, Sun Microsystems occupied [...]

I exited the BART station in downtown San Francisco to be greeted by two lovely girls, decked out in nice Lufthansa uniforms asking if I wanted a free breakfast bag. Yes, please.

Presumably the goal of this marketing activity was to increase awareness of, and improve people’s perceptions of Lufthansa by challenging their expectations of bad [...]