Wednesday, December 1, 2010

Brand stories help focus and funnel social messaging

Artwork by Louise Campbell 
An effective online communications program requires more than a neat web network.  How a brand conceives and then conveys its sales pitch using Facebook, Twitter, email, and the like, matters far more.  A cohesive brand story, like an elevator pitch, is essential for connecting with true audiences - for whom the social web is increasingly very noisy. .

In the latest  Brand WeekDonald Friedman, principal at the branding and marketing consultancy Sequel, writes about messaging “dysfunction where everyone in an organization is working hard, but the brand is going nowhere." The root of the problem he says may be employees spinning their wheels in silos without a common communications goal or clear brand narrative.

This speaks to the absolute need for team integration and a disciplined approach to honing a  core message that can then be woven into a sticky brand story ... one that translates consistently across all channels.  

Monday, November 29, 2010

Should “sin” brands steer clear of social media?

Should some brands be unsociable?  That is, are some products and services better off being wallflowers at the social media ball?

Rob Marsh, author of the branding blog Brand Story, ran an interesting post recently about the difficulty so-called “sin” brands (i.e. distilled spirits) have keeping social conversations socially responsible and reasonably on theme.

The front-end of social marketing involves pumping out contextual content to engage fans and get them talking.  But as Marsh rightly points out, the end game of any social campaign is the online chatter it generates. For some brands (and product categories) the prospect for robust viral  publicity is offset by the possibility that fringe fans will dominate online conversations in ways that actually malign the brand. 
Real Time Web Analytics