Original Post: Teaching an Old Brand New Tricks, Marketing Sherpa
Good news: You don’t have to lose sight of your brand’s tried-and-true persona to participate in the quest for deeper engagement at the new social sites. Just think of the social-media generation as a silver-dish serving of people who already want to talk to you; you just need to make them feel comfortable doing it. Easier said than done? Not necessarily. Here are a couple of older brands that are getting it right:
Sharpie, well past pushin’ 40, managed to tap into an enthusiastic user culture in a way we’re pretty sure no other pen brand has. Its Sharpie Uncapped gallery enables fans far and wide to express, in vivid (and permanent!) color, how they… ... Continue Reading →
Original post: Early: Companies Deputizing Their Employees as Brand Managers
For the longest time, social media enthusiasts have noted that employees represent their companies, whether they realize it or not. This becomes more apparent every day as more people take part in the Grand Conversation.
Two tech behemoths have in recent weeks released their social media guidelines for employees. I’ll describe them a bit below, but I think it’s worth noting what milestones there are. Historically, large companies haven’t really encouraged employees to talk out in the market. But then, historically all you had were newspapers and trade magazines.
Companies have had ... Continue Reading →
IBDF’s first ‘Annual Report Card’ of the most valuable retail brands in the United States, plus the top 5 in Canada and Mexico. It’s an assessment of the companies that are most successful at managing their brand, as well as a look at those that didn’t make the cut. ... Continue Reading →
