Friday, October 30, 2009
Wednesday, October 28, 2009
Friday, October 23, 2009
Flash mobs in Halifax earlier this week and Toronto yesterday. I new vehicle to raise aware around a cause. http://ping.fm/9wk5B
Thursday, October 22, 2009
Wednesday, October 21, 2009
Norex is looking for new staff to work on a Google related project. Check out the job at http://ping.fm/pPcyE
Tuesday, October 20, 2009
just found out the workshop I'm doing at Sobey's School Solutions on Nov. 6 is full. No pressure. ( http://ping.fm/SJUQ7 )
Monday, October 19, 2009
Friday, October 2, 2009
Who really owns your company’s brand? The CEO, the director of marketing, the brand manager, staff, legal counsel, or your customer? What represents a brand? A logo, a wordmark, the staff, a website, a facebook group, or the end user? Would you believe the answer is “all of the above”?
A brand, or company identity, is no longer just a logo or name that is managed by one person in an organization. A brand is more than a functional distinction that differentiates it from the competition. A brand can no longer be contained within a ‘graphics guideline’ where you issue files of your logos to those reproducing it. A brand is an organic entity that is fluid, changes shape and is ever growing and evolving. It is represented through, and owned by, everyone that has any type of connection to it. It is ultimately controlled by those who have allowed it into their lives and have a relationship or bond with it – the end ‘consumer’.
These ‘organic brands’ are still made up of core elements that should be represented in any brand strategy; benefits, attributes, differentiators, and positioning are all key elements to the success of any brand. What should be noted is that a brand can no longer be contained after being outlined in a strategy and exposed to the world through an identity. When developing and introducing a brand, you need to consider that other people may take ownership of it right away, ‘run with it’, or see a new vision for what it should be next. They may speak about it as if it is part of their lives (which it is) and make comments about it that may not be in line with the corporate view.
Certain brands have even gone beyond the status of ‘brand’ and are something more. These new entities see people’s relationships going beyond a functional or even emotional connection. Toyota for instance makes reliable, good quality vehicles. These are functional elements that an owner would describe and give as reasons for purchasing a Camry. On the other hand, select Mini owners wouldn’t be able to explain the ‘functional’ reasons they bought the car. Their relationship is elevated to that of an unexplainable connection that lacks reason. They would probably say “just because”. Harley Davidson is another one of these types of entities where those who own one probably couldn’t explain why they do.
Other ‘new’ brands should be recognized. Google and ebay are two of the world’s top brands that weren’t around 10 years ago. What’s interesting about these two brands are that the end users ultimately own the brands. Searchers of information online have elevated Google to its powerful brand position. The company has even put a great deal of brand responsibility with their staff. They have a program in place where they are mandated to work in areas outside of their job descriptions, and have in turn developed Google product that has evolved the brand (i.e. Gmail). With regards to ebay, the growth of the brand is within the brand itself, and sustained by the interactions and transactions happening hourly. This online community ‘market’ is owned and built by those who buy and sell product, and they have expanded to other user owned brands such as Kijiji.
Brands are also now being used in spaces not thought of five years ago. People are speaking about, and bonding with, brands in uncontrolled social environments such as facebook, YouTube and Second Life. These types of environments empower people to openly speak about, support, become a fan of, or show distaste for brands. Some companies have embraced these new arenas of brand engagement, while others have lost the connection and control of brands in these environments.
Brands are organic entities that cannot be contained or managed. You can no longer simply develop, design, launch and manage them. Brands need to be grown, guided, evolved, fed, and supported by everyone connected to them. Also, while these organic brands have functional and emotional benefits, the end user’s connection to these brands may be elevated to an unexplainable level. Because of that, brand ownership now goes beyond ‘brand managers’ within a company to ‘brand champions’ who are everyday people.
A brand, or company identity, is no longer just a logo or name that is managed by one person in an organization. A brand is more than a functional distinction that differentiates it from the competition. A brand can no longer be contained within a ‘graphics guideline’ where you issue files of your logos to those reproducing it. A brand is an organic entity that is fluid, changes shape and is ever growing and evolving. It is represented through, and owned by, everyone that has any type of connection to it. It is ultimately controlled by those who have allowed it into their lives and have a relationship or bond with it – the end ‘consumer’.
These ‘organic brands’ are still made up of core elements that should be represented in any brand strategy; benefits, attributes, differentiators, and positioning are all key elements to the success of any brand. What should be noted is that a brand can no longer be contained after being outlined in a strategy and exposed to the world through an identity. When developing and introducing a brand, you need to consider that other people may take ownership of it right away, ‘run with it’, or see a new vision for what it should be next. They may speak about it as if it is part of their lives (which it is) and make comments about it that may not be in line with the corporate view.
Certain brands have even gone beyond the status of ‘brand’ and are something more. These new entities see people’s relationships going beyond a functional or even emotional connection. Toyota for instance makes reliable, good quality vehicles. These are functional elements that an owner would describe and give as reasons for purchasing a Camry. On the other hand, select Mini owners wouldn’t be able to explain the ‘functional’ reasons they bought the car. Their relationship is elevated to that of an unexplainable connection that lacks reason. They would probably say “just because”. Harley Davidson is another one of these types of entities where those who own one probably couldn’t explain why they do.
Other ‘new’ brands should be recognized. Google and ebay are two of the world’s top brands that weren’t around 10 years ago. What’s interesting about these two brands are that the end users ultimately own the brands. Searchers of information online have elevated Google to its powerful brand position. The company has even put a great deal of brand responsibility with their staff. They have a program in place where they are mandated to work in areas outside of their job descriptions, and have in turn developed Google product that has evolved the brand (i.e. Gmail). With regards to ebay, the growth of the brand is within the brand itself, and sustained by the interactions and transactions happening hourly. This online community ‘market’ is owned and built by those who buy and sell product, and they have expanded to other user owned brands such as Kijiji.
Brands are also now being used in spaces not thought of five years ago. People are speaking about, and bonding with, brands in uncontrolled social environments such as facebook, YouTube and Second Life. These types of environments empower people to openly speak about, support, become a fan of, or show distaste for brands. Some companies have embraced these new arenas of brand engagement, while others have lost the connection and control of brands in these environments.
Brands are organic entities that cannot be contained or managed. You can no longer simply develop, design, launch and manage them. Brands need to be grown, guided, evolved, fed, and supported by everyone connected to them. Also, while these organic brands have functional and emotional benefits, the end user’s connection to these brands may be elevated to an unexplainable level. Because of that, brand ownership now goes beyond ‘brand managers’ within a company to ‘brand champions’ who are everyday people.
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