subject: "Connective Branding – Building Brand Equity in a Demanding World" [print this page] "Connective Branding Building Brand Equity in a Demanding World"
While I am not sure we ever really lived in world that was not "demanding," the concept of "Connective cheap louis vuitton handbags Branding" is a catchy new, well, brand of brand management that is worth checking out.
The book offers a comprehensive and detailed framework for practitioners to create a holistic brand experience that bridges the gap between strengthening the employee brand and building external brand image by synthesizing the two approaches. In more than 120 interviews with marketing professionals, branding experts, and academics, the authors (Christina Vallaster and Claudia Fisher) examine the driving forces behind the shift from traditional branding to "Connective Branding" including (the following is an excerpt from the book micro-site):
Broadening of audiences moving beyond a sole focus on the customer and building brand-consistent relationships with employees, investors, partners, suppliers, distributors, special interest groups and any other key stakeholders
Networked collaboration moving beyond the notion that the marketing department is the sole owner of the brand by empowering deputizing brand champions within the organisation and encouraging systematic collaboration with all functions touching the brand
Living Brand Values from within moving beyond the emphasis on external image creation and harnessing the power of employees to enact the brand, thereby creating a brand that permeates the entire organisation and cultivating authenticity
Building Interactive Relationships moving beyond one-way, disruptive and manipulative communication to interactive brand co-creation
Addressing Corporate Social Responsibility strategically moving beyond a paradigm that sees profitability and doing good as conflicting goals, and embracing CSR as a strategic opportunity that benefits both the cheap gucci handbags company and society at large
Alright, now we're in 2009 so this may come a little late. But anyway, the year is still young, so here are the social media predictions for 2009 from the collective expertise of the Junta42 bloggers.
Excerpts: Marketers will get cheap coach handbags - Twitter will be officially mainstream - Twitter will suffer a backlash - marketers will lack control over content - combining traditional media with electronic media will increase - distributed eventing - news articles with images and video syndicated in RSS feeds - content will be more focused around conversation than messaging - innovative brands will start to provide engaging content that allows them to intertwine the brand rather than push it as the primary selling point - employees across the company will be content creators - more brands will develop a personality or a persona to represent the core values of the company - laid-off journalists will find a home as "content producers" and "content managers" on the corporate side - small business comes out to play - execution is the new strategy! - more "ombudsmen," fewer PR flacks - webinars & live or pre-recorded video events - the big challenge for brands is going to be reaching consumers without appearing to be selling anything - marketing messages will follow a less-advertising, more journalistic approach that offers relevant stories that show impact, offer counsel and demonstrate fairness.
