Skip to main content

Home/ Brand Fatale/ Group items tagged Manager

Rss Feed Group items tagged

Pedro Gonçalves

Interbrand | Employees are talking about your brand online: How do you manage the new o... - 0 views

  • Several speakers suggested introducing new types of control measures such as social media guidelines and new positions to monitor and manage rogue messages. Interestingly, companies such as noted rule-breaker Southwest Airlines and B2B icon SAP are moving in the opposite direction with a less is more approach. Rather than try to rein in communications, they have given their employees more freedom to express themselves and quickly experienced small wins that have helped build stronger reputations for their companies. For example, rumors were self-corrected by employees, stronger connections with customers were created, and employees felt more engaged in shaping their company.
  • This less is more approach is only effective when you have a strong culture focused on a deep and all-encompassing employee understanding of the company's vision. For this strategy to work effectively, employees need to be aligned with the messages you want to share and need to be invested in the success of the company.
  • brands considering where to focus their efforts and limited resources would do better to put less emphasis on putting more controls in place, and more effort toward helping employees better understand the CEO’s vision and what makes a company a special place to work. In the end, giving your employees the tools and freedom to spread that message and build your reputation makes more sense than reigning them in and holding them back.
Online Marketng Europe

Welcome to Europe's Top Online Advertising Expert, Top Online Shops Consulting, Best We... - 0 views

  •  
    www.WebAuditor.eu » Europe's Top Online Advertising,Conversion-Rate und des Return-on-Investment von Internet-Werbung, www.WebAuditor.eu » Online Shops Expertise,Conversion-Rate und ROI-Tracking im Online-Marketing, www.WebAuditor.eu » Best Europe WebShop Expert,Analyse des ROI für Online-Werbung,
Pedro Gonçalves

Tone of Voice in Branding | Verbal Identity, Naming and Internal Brand Alignment | bran... - 0 views

  • When tone of voice is consistent it allows the consumer another means of recognizing the brand and being reassured of expectations.
  • "Language is available to each of us," argues John Simmons, brand language evangelist and writer of several books on the subject. "Design is seen as a specialist life skill you have to acquire. Poor old language gets devalued because everyone does that, don't they?"
  • If a company's staff doesn't speak, write or behave in line with what the customer has been led to expect, then he will feel let down.
  • ...11 more annotations...
  • what you're saying with jargon is: A) You belong, and B) If you don't get it, you don't belong."
  • Language takes on added importance in management consultancy, says Lambert, because the report is the only tangible evidence that a client sees of what actually might amount to significant labor.
  • There's a bias to wanting to use big words and appear intelligent—obfuscation—to not be plain and direct."
  • Even brand consultants, a group that should be advising their own clients against hot air, are guilty of using jargon and stock phrases. There's a surprising amount of brand propositions and tone of voice guidelines with "simple," "dynamic," and "fresh" principles; most are not distinctive at all.
  • The hazards of Newspeak are illustrated in the unimaginative language of brands. If your vocabulary is limited, so is your range of thought.
  • Language can be brought to life through the use of stories. A brand's story can be about how a business first started, who the people are that run it, or the idea behind a product. Stories and words feed off each other. When the language comes alive, the brand is better defined and more robust.
  • If you try to regiment a brand's language you're stultifying its development.
  • training staff to be able to recognize when a piece of writing is in line with the brand's values. This will encourage sensitivity in staff's own writing
  • staff engagement and practice. Any time that an employee spends thinking about how to correctly implement the tone of voice is time well spent toward understanding and living the overall brand
  • A good place to start might be the internal newsletter. This is usually a one-way process originating with marketing. If other staff members write it, they are actively participating in the brand, while gaining practice on their own colleagues.
  • Simmons likens his brand language teachings to a "subversive activity." Being better with words certainly makes staff more confident and empowers them to shun the self-imposed Newspeak of management jargon. But this approach is also encouraging staff to put their personality into their writing and the organizations they write for. This not only gives writing a renewed status in brands, it unleashes a voice for staff too.     
Pedro Gonçalves

A Successful 21st-Century Brand Has To Help Create Meaningful Lives | Co.Exist: World c... - 0 views

  • "People want lives that count, resonate, and matter in human terms--and it’s the failure to live that way that leads them to mistrust institutions, instead of respect, adore, and maybe even love them."
  • an increasing group of companies is striving--intentionally or not--to focus on improving lives.
  • The fact is that most people don’t care about brands. People surveyed wouldn’t care if 73% brands they used disappeared from their life, a number that remains nearly the same as in last year’s findings.
  • ...3 more annotations...
  • It’s important to remember that these brands aren’t necessarily brands that make the planet or society better. A brand can improve a person’s life with great environmental costs, for instance. But that’s becoming less and less true
  • "Let’s say that you can deliver higher individual well-being--but only by amping up your value chain’s carbon intensity. That’s not really a strategy that’s competitive in 21st-century terms--it’s just another empty tradeoff, that’s going to come back to bite you in the end in both ways, when carbon costs rise, and when people realize those costs must be paid for you to positively impact their lives." Managing those trade-offs successfully may be what makes a truly long-lasting and meaningful 20th-century brand.
  • your customers, are beginning to take a quantum leap into what I call a human age--an era where a life meaningfully well lived is what really counts."
Pedro Gonçalves

New American Airlines Logo Triggers Ire and a Sense of Déjà Vu | Adweek - 0 views

  • Analyst Bob Herbst, who tracks the industry at AirlineFinancials.com, pointed out that "all American Airlines labor groups have taken pay and benefits concessions, including thousands of furloughs and layoffs, so management can—somehow—justify spending tens of millions of dollars to take aircraft out of service and paint them."
  • If it ain’t broke, don’t fix it. Brand fans might remember how The Gap learned this lesson a little over two years ago when it scrapped a logo that customers had embraced for two decades in favor of a more modern badge that won widespread disapproval—not just because of its appearance, but because consumers couldn’t see the need for it.
  • "Here was absolutely no reason to change AA’s well-recognized and respected logo," he said. Plus, he added, passengers care more about on-time flights than what color the paint is.
Pedro Gonçalves

How Many Lives Does A Brand Have? | Fast Company - 0 views

  • Almost all these "classic" brands fell out of favor many years ago, often being reduced to a single retail outlet. Yet in a country like China, where heritage, authenticity, and many things European are highly desirable, their obscurity didn’t matter. The simple fact that they were all founded in Europe in another historical time was enough for the brand-obsessed citizens to dig deep into their wallets, and spend big.
  • I asked a Chinese client who manufactures one of the largest clothing lines in the country when he thought it would be a good time for the company to adopt an international name. After all, very few people outside of China would be able to read, let alone pronounce the name. He looked at me, and with all seriousness replied, "It’s time for the Westerners to learn some Chinese." His is not an isolated attitude; rather it’s a widely held sentiment amongst Chinese senior management
  • In the same way that China has spent decades selling cheap non-branded labour to the world, when they decide to focus on creating strong international brands, it will undoubtedly be done the Chinese way. When it happens, it will be happening on their terms, regardless of whether you want it or not. 
Pedro Gonçalves

5 Ways To Foster Fanatical Brand Advocates | Fast Company - 0 views

  • Zappos, Trader Joe's, Amazon.com, Method, Red Bull, The Body Shop, Google, and SodaStream all built their brands without advertising. Their brand advocates are their marketing department. "We've built this entire business, and an entire category in fact, on the power of our brand advocates," says Kristin Harp, U.S. marketing manager at SodaStream, which turns tap water into sparkling water and soda.
  • the three most powerful social media companies--Facebook, Twitter, and LinkedIn--never spent a dime on advertising or paid people to recommend them. They didn't need to. Advocates used social media to recommend them to their friends.
  • You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a brand advocate.
  • ...5 more annotations...
  • In today's world, it's advocates--not advertising's "Mad Men"--who have the power.
  • The biggest reason brand advocates are so powerful is a single, five-letter word: Trust. Nine of 10 online consumers say recommendations from friends and family members are the most trusted form of advertising worldwide. Only about 2 of 10 trust online ads.
  • Advocates' recommendations are the number-one influencer of purchase decisions and brand perceptions in nearly every product category from smartphones to software, hotels to housewares, cars to computers, financial services to fitness memberships.
  • In the old days (pre–social media), advocates' reach was limited to their immediate circle of family and friends. Recommendations were made over the water cooler at work or over dinner with friends. Now, empowered by social media (Facebook, Twitter, LinkedIn, YouTube, blogs, Foursquare, online reviews, and more), advocates collectively reach millions of buyers with trusted recommendations.
  • When you create and engage an advocate, you've identified a renewable marketing asset you
Pedro Gonçalves

BBC NEWS | Technology | Twitter hype punctured by study - 0 views

  • Just 10% of Twitter users generate more than 90% of the content, a Harvard study of 300,000 users found.
  • Estimates suggest it now has more than 10 million users and is growing faster than any other social network.
  • However, the Harvard team found that more than half of all people using Twitter update their page less than once every 74 days.
  • ...7 more annotations...
  • On a typical online social network, he said, the top 10% of users account for 30% of all production. "This implies that Twitter's resembles more of a one-way, one-to-many publishing service more than a two-way, peer-to-peer communication network," the team wrote in a blog post.
  • Recent figures from research firm Nielsen Online show that visitors to the site increased by 1,382%, from 475,000 to seven million, between February 2008 and February 2009. It is thought to have grown beyond 10 million in the last 4 months.
  • Research by Nielsen also suggests that many people give the service a try, but rarely or never return. Earlier this year, the firm found that more than 60% of US Twitter users fail to return the following month. "The Harvard data says very, very few people tweet and the Nielsen data says very, very few people listen consistently," Mr Heil told BBC News.
  • The Harvard study took a snapshot of 300,542 users in May 2009. As well as usage patterns it looked in detail at gender differences.
  • It also showed that an average man is almost twice more likely to follow another man than a woman, despite the reverse being true on other social networks. "The sort of content that drives men to look at women on other social networks does not exist on Twitter," said Mr Heil. "By that I mean pictures, extended articles and biographical information."
  • However, said Mr Heil, the most striking result was that so few people used the service to publish information, preferring instead to be passive consumers. For example, the median number of lifetime tweets per user is one. "Twitter is a broadcast medium rather than an intimate conversation with friends," he said. "It looks like a few people are creating content for a few people to read and share." Some "super users" can have thousands or even hundreds of thousands of followers.
  • However, the service bills itself as a way to "communicate and stay connected" with "friends, family and co-workers". "The Twitter management need to decide if this is a problem," said Mr Heil.
Pedro Gonçalves

'Global warming is baloney' signs put the heat on Burger King | Environment | The Guardian - 0 views

  • A row between the fast food giant Burger King and one of its major franchise owners has erupted over roadside signs proclaiming "global warming is baloney".
  • The franchisee, a Memphis-based company called the Mirabile Investment Corporation (MIC) that owns more than 40 Burger Kings across Tennessee, Arkansas and Mississippi, has described Burger King as acting "kinda like cockroaches" over the controversy. MIC says it does not believe Burger King has the authority to make it take the signs down.
  • The dispute began to sizzle last week, when a local newspaper reporter in Memphis, Tennessee, noticed the signs outside two restaurants in the city and contacted the corporation to establish if the message represented its official viewpoint. Burger King's headquarters in Miami said it did not, adding that it had ordered MIC to take the signs down.But a few days later readers of the Memphis paper said they had seen about a dozen Burger King restaurants across the state displaying the signs and that some had yet to be taken down
  • ...1 more annotation...
  • Guardian managed to grill MIC's marketing president, John McNelis."I would think [Burger King] would run from any form of controversy kinda like cockroaches when the lights get turned on," said Mr McNelis. "I'm not aware of any direction that they gave the franchisee and I don't think they have the authority to do it."
Pedro Gonçalves

Branding Goes Real Time - 0 views

  • To help rein in potential customers, Verizon uses data to inform it when a live chat is needed. For instance, it knows users typically drop off if they spend more than two minutes per step when signing up for DSL and can ping them an offer to chat live with a service rep after a minute expires. "If you can intercept them, not only can you save their problem in seconds, but you've kept them from disrupting how they're interacting with you," Kohn said.
  • Consumers also expect marketers to respond quickly no matter the issue. Take the now infamous Domino's saga. In April, Consumerist pointed to a video of two employees doing gross things to the food. Within a day, Twitter was alive with demands that Domino's address the matter. This desire to have answers in real time, wherever consumers are, is unlikely to change, said Andy Jacobs, chief technology officer at MRM Worldwide. "Our clients find themselves in a very reactive world," he said. "They're forced to respond to things. They need methods by which they can confidently and quickly publish info through the right channels."
Pedro Gonçalves

Welcome to the Decade of Games - Seth Priebatsch - The Conversation - Harvard Business ... - 0 views

  • the decade of constructing the social layer is complete. The frameworks that we'll use to share socially are built, defined and controlled.
  • What's taking its place? The decade of games.
  • in this decade of games, these game dynamics will move far beyond your computer screen and into decidedly non-game like environments, like the way we court customers, engage with others at work, discover where to hang out on Saturday nights and what, when and how we choose to purchase.
  • ...8 more annotations...
  • While the last decade was all about connections and integrating a social fabric to every facet of our digital and analog existence, this next decade is all about influence.
  • Game dynamics are fast becoming a critical currency of motivation. Their power lies not in connecting us to our friends, but in directly influencing our individual behavior.
  • Traditional forms of entertainment (movies, television... remember books?) are in a rapid decline. The demand for entertainment hasn't decreased, it's just shifted to a more interactive, pervasive form of entertainment. It's shifting to games.
  • We've seen simple game dynamics increase traffic to locations 4X over a matter of days. We've seen others extend the average amount of engaged time consumers spend at a business by upwards of 40%. This propagation of game dynamics into the real world via the social graph and mobile devices will have powerful business consequences for those who understand how to leverage them.
  • The appointment dynamic is a famous game mechanic in which to succeed a "player" must return at a predefined time to take a predetermined action. It's simple and immensely powerful. The appointment dynamic is powerful enough to alter the behavior of an entire generation — "happy hours" are appointment dynamics, as is the pervasive game "Farmville" by Zynga. But we've barely scratched the surface of what it can do. Imagine companies like Vitality leveraging this dynamic to improve the adherence rate to often less-than-pleasant medicinal regimens, or the government creating a large scale game (with financial incentives as rewards) to alter traffic patterns to decrease highway congestion in the mornings.
  • In the progression dynamic, a "player's" level of success is displayed in real-time and gradually improved through the completion of granular tasks. Somewhere deep-rooted in the human psyche we have this desire to complete any progression dynamic put in front of us as long as the steps to do so are itemized and clear. With this as a known dynamic, it's not hard to envision the ways that this can be leveraged even further in the real-world.
  • Communal discovery is a mechanic which involves an entire community working together to solve a problem. The reason I've saved the communal discovery dynamic for last is that it, perhaps more than all others, presents incredible opportunities to positively influence the world as we enter this decade of games.
  • DARPA launched a challenge late last year. They hid 10 red balloons at different locations all across the continental United States and offered $40,000 to the first team to correctly identify their locations. The winning team (a group from MIT) constructed a strategy that in many ways mirrored a pyramid scheme. It was a cleverly constructed waterfall of incentives that encouraged massive cooperation. Essentially everyone to give them data about any balloon's location won some portion of the prize money based on how many other people also submitted the location of that balloon. This created positive communal incentives across what rapidly became a large and self-propagating network. Their strategy managed to accurately identify all locations in less than 9 hours.
1 - 11 of 11
Showing 20 items per page