| | While we could micro-analyze each digital experience we need to take a macro view the online experience. We need to stop assessing a brand/consumer presence by one destination or domain (e.g. facebook,website,YouTube Channel). This is so 2003. The online brand presence should be measured as an aggregate of all content,all experiences,all conversations. [...] We have all witnessed the anti-exposure:a commercial that is so annoying it not only wore out its brand welcome,but has also became a detriment to the brand —degrading the brand with each successive viewing. [...] Any brand can create a successful video by adopting one or more of the genres. The problem is most brands are not interesting,and in order to create a highly entertaining video,the focus becomes about something other than the brand;therefore the brand is lost and does not receive cognitive credit from the viewer. [...] Back to School is the second largest retail period of the year. It is also a hectic time. Consumers do not want to be ripped off,and most are looking for deals. Every retailer has a sale,but I think the penny breaks through the clutter. The penny says deal. The fact OfficeMax is consistent in their approach over the past several years bodes well. [...] I believe moving to a social architecture will require a revolution,because it will require marketers to think differently about consumer to brand interactions;it will change core marketing procedures (e.g. content creation,budgeting;,and it will require a certain level of brand self-awareness (i.e. btw not everyone is an advocate for your brand). [...] Stride Gum’s commercial uses the cheesy infomercial formula to entertain. And forget about selling the gum. The commercial centers around alternative uses for the long lasting gum like balancing a boomerang or replacement eyebrows. Oh yeah,they need your help. The commercial culminates in a call to action to go to StrideGum.com to help them name the new Nonstop Mint gum. [...] Instead of a web site,Skittles has deployed an aggregation of social tools. Their primary site is a twitter feed. Product information is stored on wikipedia. Ads have been posted on YouTube and flickr. Oh yeah,I am also a fan on facebook with 581,772 other facebook users. [...] | |