I’ve had a 52 Insights interview with Douglas Rushkoff open in a Firefox tab for nearly half a year. It’s a fascinating piece, and I consider Douglas to be spot on with a lot of his viewpoints. I’ve revisited it from time to time and enjoyed what Douglas has had to say. Here are a
I’ve always been surprised when I see Google or Facebook appear on any “top brands” lists. It’s branding 101 that a strong brand must have loyalty, awareness, positive associations, perceived quality, as well as proprietary assets, based on the model from David Aaker, and implicit in this, I always thought, was trust. You can neither
Various market orientation and branding models are already familiar to a lot of academics and practitioners. However, the digital landscape, in particular social media, has given marketers a new set of concerns. Can these elements be brought together in a single model with positive consequences for brand equity?
The author, who has worked on the internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding strategies and transparency.
The following videos are from the Brands with a Conscience ceremony at MIP in Paris earlier this month, which the Medinge Group has been running for six years. The ﬁlming was done by Elmine Wijnia, wife of long-standing member Ton Zijlstra. The ﬁrst is a video introducing the ceremony, featuring Medinge chairman Thomas Gad,
Detroit has not ever used a brand orientation in its automakers’ marketing strategies, and it talks of trimming brands and numbers to allow it to compete. The author believes in being more focused on brands and not losing economies of scale, and building more of what consumers want. The tools are there, such as consumer-targeted blogs, but manufacturers need to use them.
In the world of Web 2·0, the process surrounding vision, research, exposition and image differ slightly, even if the ingredients of brand equity remain the same. Loose vision, informal research and tapping into consumer advocacy all play a critical role.
Jack Yan ,
Aug 13, 2007
esto seria un modal remodelado