How to Balance Consumer-Generated Content With Brand Content? There is no denying the radical shift from companies and brands controlling their messages to consumers controlling them. From blogs to YouTube to social networking, consumers have a bigger, louder voice than ever. And they're being heard. Progressive companies are engaging consumers through blogs, video submissions, product reviews and consumer forums. But sites can get bogged down in unfiltered contributions. What's more, poorly written, irrelevant, false or incorrect submissions drive away high-quality consumers, and all reflect badly on your company.
"...Speedo is planning a nationwide publicity tour for Mr. Phelps and other Olympians at the end of August to coincide with the introduction of more-general-market-oriented swimsuits based on the same technology as the LZR racer suits worn in the Olympics...". Other marketers may have spent more, but no brand has benefited from the early days of the Olympics more than Speedo. As of Wednesday afternoon, 24 of the 25 swimming gold medals awarded had gone to swimmers wearing Speedo suits. And American swimmer Michael Phelps, whose bid to become the most decorated Olympian in history
Marketers Love Conversation, Unless the Consumer Starts It
Người viết: Webmaster
13/08/2008
"...Listening Gets You More Than Complaints -- You Get Positive Brand Association and Word of Mouth...Take a mega brand such as McDonald's, which aggressively spends billions to position itself around ease, convenience and service (e.g. "We make you smile")...". If the consumer voice is so important these days, why are brand feedback, or "contact us," forms so get-out-of-my-face unfriendly? I dare you to find a feedback form that winks even a quasi-friendly smile. And if you find one that allows consumers to truly communicate in their native voices -- complete with links,...
“A well-known, well-branded agricultural product can do a great deal to help build a nation's brand...”There may be an inherent perceptual bias against developing countries’ products, serving as an entry barrier to industrialized markets," write Professor Eugene D. Jaffe and Israel D. Nebenzahl in National Image & Competitive Advantage (2006). "In general, American consumers are more receptive to products from developed countries and less so from developing countries.” But not everyone agrees with this statement. Thomas Cromwell, president of East West Communications in Washington,
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How to Balance Consumer-Generated Content With Brand Content? There is no denying the radical shift from companies and brands controlling their messages to consumers controlling them. From blogs to YouTube to social networking, consumers have a bigger, louder voice than ever. And they're being heard. Progressive companies are engaging consumers through blogs, video submissions, product reviews and consumer forums. But sites can get bogged down in unfiltered contributions. What's more, poorly written, irrelevant, false or incorrect submissions drive away high-quality consumers, and all reflect badly on your company. 
"...Speedo is planning a nationwide publicity tour for Mr. Phelps and other Olympians at the end of August to coincide with the introduction of more-general-market-oriented swimsuits based on the same technology as the LZR racer suits worn in the Olympics...". Other marketers may have spent more, but no brand has benefited from the early days of the Olympics more than Speedo. As of Wednesday afternoon, 24 of the 25 swimming gold medals awarded had gone to swimmers wearing Speedo suits. And American swimmer Michael Phelps, whose bid to become the most decorated Olympian in history 
"...Listening Gets You More Than Complaints -- You Get Positive Brand Association and Word of Mouth...Take a mega brand such as McDonald's, which aggressively spends billions to position itself around ease, convenience and service (e.g. "We make you smile")...". If the consumer voice is so important these days, why are brand feedback, or "contact us," forms so get-out-of-my-face unfriendly? I dare you to find a feedback form that winks even a quasi-friendly smile. And if you find one that allows consumers to truly communicate in their native voices -- complete with links,... 
“A well-known, well-branded agricultural product can do a great deal to help build a nation's brand...”There may be an inherent perceptual bias against developing countries’ products, serving as an entry barrier to industrialized markets," write Professor Eugene D. Jaffe and Israel D. Nebenzahl in National Image & Competitive Advantage (2006). "In general, American consumers are more receptive to products from developed countries and less so from developing countries.” But not everyone agrees with this statement. Thomas Cromwell, president of East West Communications in Washington, 
