To ensure a seamless image, smart brands take responsibility for both the content of their ads, as well as the environment in which their ads appear.
Vigilance is especially necessary online, where intelligent software and e-marketing technologies allow brands to target the user, not the environment. The old adage of ‘fish where the big fish are’ has never been more true. With varying degrees of success.
A friend of mine recently joked on Facebook: ‘If the ads that Facebook so cleverly targets at me are correct, I need to: a. Lose 9kg. b. Buy a motorbike and c. Attend the classic rock concert at Willowbridge Barnyard Theatre. Now that’s artificial unintelligence if ever I saw it.’
She’s a fit, slim, married, mother of two in her 40s, who lives in the suburbs and drives a family-friendly 5-seater VW.
But getting it wrong can have more sinister results. What happens when a brand finds itself in an online environment that potentially undermines its image? [Read more →]
April 30, 2013 Comments Off on Why Brand Strategy Matters Even More Online
Google has been able to cancel shipments of its new Andriod phone, the Nexus One, and they managed the termination in such a way that the Google brand did not get significantly damaged. This is pretty amazing given the stature of Google and the significant energy they put into launching the Nexus One in January 2010… only 200 days ago. It was to be the “smartphone that might save the world.”
July 22, 2010 10 Comments
Steve Jobs has shown how a true leader can step up to an issue and use the dialogue to keep his brand strong. While a difficult situation, Jobs showed the world that Apple values its brand in the long term, and will do what it takes to maintain the loyalty of its franchise. As CNET reported, “…Jobs grits teeth, solves the iPhone 4 ‘crisis’.”
July 19, 2010 5 Comments