The Most Exclusive Brand in the World

The Most Exclusive Brand in the World

The Most Exclusive Brand in the World

We do not trust brands anymore. .

Says Robin Good in his provocative post on the Brand Ambassador cheap coach handbags , in which he touts highly credible and authoritative bloggers as the advertising channel of the future.

Good envisions "bottom-up advertising with publishers selecting the favorite brands they would want to endorse." And further: "In reality bloggers or other similar online authority figures could publicly pre-elect companies and brands that they would want to be Brand Ambassadors for. They could do this directly on their sites and/or via their representative advertising agencies. This advertising model would provide companies embracing it with a communication vehicle with much higher impact and effectiveness that anything they have done so far via traditional advertising. It is likely that such brands would need multiple such Brand Ambassadors addressing the many different target audiences making up their potential customer base. To independent publishers and online bloggers this advertising model would offer the opportunity to re-synch communication with marketing, instead of keeping them tightly separate, while guaranteeing also a longer and more stable revenue stream. It would also offer the opportunity for individual publishers to leverage their authority and influence to convey messages and promotions for products and companies they truly believe in."

But how would bloggers be able to maintain their authority (which is, of course, based on trust) if they're paid to endorse a brand (even if they truly believed in it)?

Good has an answer to that, too:

"Yes, you say, but you are going to be influenced by those who pay you. Yes, I answer. But so do you with the people that spend big money on your site with traditional cheap gucci handbags advertising. And if that is not so, how in any case can people tell? How can they find out whether the new review, article or link you did was a consequence of a return favor you are doing to an advertising agency or to a past direct advertiser who would want to come back? Unless you have some very strict, and public disclosure policy about this info, it is going only through your actions over time that people will be able to tell whether you have your own integrity or whether you are simply a marketing puppet at the service of whoever pays you more."

So, in the end, Good's model would make things more transparent and actually increase the level of trust between the blogger cheap louis vuitton handbags and his audience. And that again would raise the value for the advertiser

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