Tuesday Apr 14, 2009

Saturday Dec 08, 2007

Customers gone wild: When brand adoption isn't appreciated

You know how Abercrombie has the shirtless male model in the entrance of their stores? It's a brand thing -- but, apparently not the same kind of brand thing like sporting white ear buds in an Apple store.

Improv Everywhere executed an interesting brand experiment where they staged 111 men to attempt to shop at Abercrombie with their shirts off -- unbeknownst to the store staff, security and shirtless model.

Have a look at their summarized documentary:



Post mortem documentary here (contains some adult language):

Wednesday May 23, 2007

Who owns your brand?

According to The Social Customer Manifesto, "You Don't Own Your Brand -- Your Customer Does."
"The ease of access to social media has flattened and democratized the market/bazaar. Instead of those with the loudest megaphones and billion dollar marketing budgets running roughshod over customers, we, the customers, now have the ability to critique, to talk back and to connect with each others and share stories and opinions."
The article has sound advice for how to handle online firestorms that have a critical tone:
"...a marketer's best bet is not to go into spin mode, but instead to address the issue directly. If there is no issue, or the facts surrounding the conversation are incorrect, then correct them factually. However, if there actually is an issue, address it, and state what is going to be done, and by when."
I think we'll begin to see more traditional corporate website pages infused with content from social network sites -- especially as more social network sites provide interfaces for syndicating content. Sun does this on many product pages by syndicating non-Sun employee blog entries and Sun employee blog entries that refer to a given product. The non Sun employee blog entries on the product pages are driven by a refined Technorati feed. Quick side note, there is a method for building custom Technorati feeds so that content relevance is increased -- Lou is going to blog a "how to". I'll update this post when he does.

One more example of community content blended with traditional sun.com pages...as commonly seen on many websites these days, you'll also see product ratings on the Sun product pages where anyone who has experience with a given Sun product can weigh in with their thoughts on the products Pros/Cons as well as details surrounding their usage experiences. Ultra20 Example:

u20























About

Sr. Community Engineering Program Manager/Acting Director for Sun's external social networking sites (blogs, forums, wikis, etc.). Skrocki's personal blog, LinkedIn.

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