Corante

About these Authors
EDITOR
Jennifer Rice Jennifer Rice
( Profile | Archive )

CONTRIBUTORS
Andy Lark Andy Lark
( Profile | Archive )
Johnnie Moore Johnnie Moore
( Profile | Archive )
John Winsor John Winsor
( Profile | Archive )

Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.

Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.

Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?

John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.

About this Insider
BrandShift explores key trends in branding such as customer experiences, market conversations and social technologies. Our goal is to help executives and brand managers evolve their brands to thrive in the new customer-driven marketplace.
In the Pipeline: Don't miss Derek Lowe's excellent commentary on drug discovery and the pharma industry in general at In the Pipeline

BrandShift

« Newspapers, the precipice and branding | Main | Brand Humanity: From Processes to People »

September 21, 2005

What do you want to know?

Email This Entry

Posted by Jennifer Rice

I've been AWOL for a couple months; my apologies! I'm coming out of a severe blog burnout phase, but I'm back. I've missed everyone. To help me get ramped back up... do you, dear reader, have any specific areas of interest in this rather broad "branding" category? I think it would be great fun to discuss specific issues or questions that you have, rather than trying to come up with stunningly insightful, but not terribly relevant, ideas.

I was wondering: who's reading this blog, anyway? Are you agency or client-side marketers? CPG or technology? Terribly experienced or newbies? I suppose that's the problem with blogs; traditional measured media conducts reader surveys and knows exactly who's reading and who's buying. With a blog, you just throw out thoughts and hope they're relevant. Commenters may have blogs, but often they're just an anonymous voice with an email address.

What's important to you? Analysis of current marketing campaigns? How blogs & social technologies are impacting brands? Customer research applied to brand development? Written from agency angle or client angle? Let us know; we'd love to hear from you.

Comments (4) + TrackBacks (0) | Category: Brand Theory


COMMENTS

1. Robert Paterson on September 21, 2005 05:24 PM writes...

Hi Jennifer
Welcome back. I valeu all you talk about. Most of all when you talk about the changes in relationships between the consumer and the provider.
Best wishes Rob

Permalink to Comment

2. kris on September 24, 2005 01:15 PM writes...

I'd enjoy some discussion around branding 'perception' in distinct market niches especially for tech products (podcasting, tagging, wikis, etc). Most of the population hears about this stuff and reacts with, "Interesting, but what does it mean for me"?

The conventional wisdom seems to be that as the younger audience matures, they will bring these products to the mainstream. Seems like a pretty passive strategy to me and I’d enjoy some commentary along those lines.

Here's an example - some schools are podcasting class lectures for students and using it as a means to provide class room lectures to students experiencing extended absenses. Now, maybe podcast tech providers have been actively marketing to this segment for this purpose - maybe not, but it’s a good example of a generic product branding 'perception' for a specific market. And the market is educational 'entities' – not the mass market of 'individuals'.

In this era of market fragmentation. brands are targeted at broad general audiences (more often than not the younger consumer). Could they be more broadly and quickly adopted by branding perception and understanding in the context of the needs of specific niches? It should be more than mere age and culture demographics.

Why do I care? I work in the enterprise technology arena as well as a fair amount of civic and volunteer involvement. It fascinates me how otherwise value-adding products, technologies, and approaches that are hot in the tech arena are pretty much ignored by enterprises and the general public because they just don't 'see' it for the particular things that they 'do' in their own arenas (myopic as they are).

In an earlier life, I also dabbled with some tech start-ups who tripped up badly on the brand ‘perception’ issue. They were amazingly good at branding for themselves but missing the audience perception completely.

Permalink to Comment

3. tim rogers on September 24, 2005 01:25 PM writes...

Great questions, each and every one ... I'm not a marketer, not in the traditional sense anyway. I'm a public librarian with a big interest in how
people (in library land we nobly call them 'patrons') think about, find, use, and repurpose information. For a long time libraries have focused on access to information, but we're now starting to recognize that another big issue is getting them to the right info. As Barry Scwartz taught us in "Paradox of Choice," the more choices (content) we add, the harder we make it for (especially inexperienced) searchers to find what they need. Patron education, marketing, and promotion are the answers ... or really, the questions that require answers.

We're using blogs and soon more interactive social networking software to help communicate in real (non-artificial) ways to our patrons. We want to
be able to speak directly to the people using the library and needing real life help. Thanks for asking!

I love Brandshift ... one of the truly packed blogs. Thanks, and glad you're recharged!

Permalink to Comment

4. Jayme Maultasch on September 25, 2005 09:35 AM writes...

Welcome back! I work in account management at a mid-size ad Agency and I'm a regular reader. I like your unique spin on the world of branding. I'm mostly looking for practical nuggets I can weave into my day job.
Jayme

Permalink to Comment


EMAIL THIS ENTRY TO A FRIEND

Email this entry to:

Your email address:

Message (optional):




RELATED ENTRIES
They Say Things...
Lafley On Marketing
Kryptonite Is Back
Participate in the Reputation Marketplace
Create More Satisfied Non-Customers
Innovation
You, Called the Brand
Just Words