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Posts Tagged ‘Brands’

 
Big Mouth
October 20th, 2009

I remember a time when word of mouth used to be this highly esoteric thing everybody feared and nobody could really describe.

Not any longer.

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According to this new version of the “Did you know” video, social media is the connection between word of mouth and real money.

25% of search results for the World’s Top 20 largest brands are links to user-generated content. 34% of consumers trust peer recommendations, while only 14% trust advertising!

In the future we will no longer search for products and services…. they will find us through social media, similarly to what is already happening to news.

And if you still have doubts about the power of online word of mouth… check out this wisdom from the # 1 internet content creator in the world (China!).

 
 
Licking Apple
October 15th, 2009

Interbrand’s Chairman Rita Clifton believes that good branding is the only way of generating sustainable value.

I heard Clifton speak at my livery last night about the winners and losers of the international brand world. 

US brands account for 51 of the world’s leading top 100 brands, Germany for 11, France for eight and the UK for only four.

The most dramatic entry into this league has been Google. Clifton attributes its success to the consistency between caevqbk3cat3vpu5canf5zk5ca2oki58can5cf3mcad4pfcecao5o3nkca4fjmbscavrjqbacakmw9r6cafgctcrca4cez7ecaq1omzhca0r2vy9ca3e2q81carhg3m7caclwdxycajwiepocag2xnek1external messages and internal culture. “It’s no longer possible to look nice on the outside and have an axe-murdering culture on the inside.”

Apple is another winner. Its design has brought humanity to technology. “You just want to lick their products!”
If you are a brand owner, you have to remember three key points: clarity (as to what you stand for), consistency and leadership (to rally people around brand values).

Yang-May and I believe that the interactive web has made it possible for the man/woman in the street to promote their personal brand online the same way celebrities and products do. Web 2.0 has levelled the playing ground. This is one of the main points we will be making this evening as part of our guest lecture at London Metropolitan University.

 
 
Late night conversation in Kazakhstan
April 27th, 2007

In a pre-Borat era, I traveled to Kazakhstan to write about the privatization of copper mines (sorry Borat, no potassium) for the now defunct newspaper The European.

I boarded an old Soviet plane at Frankfurt airport. Its huge belly opened up and swallowed its passengers, including me the only Westerner. I sat on my rickety seat and watched in a trance-like state the great expanse of Russia mutate into Central Asia, while tea was being served out of a colorful tin pot.

I arrived in Alma Ata in the middle of the night. With nobody in sight at passport control, I was already contemplating the prospect of having to turn my bags into a make-shift bed and spending the night in a corner of the arrivals hall.

While those scary thoughts were going through my mind, a Central Asian smile materialized out of the blue, sat down behind the counter and beamed at me.

The round smile went through the pages of my Italian passport and began to chant the usual questions. All of the sudden he paused (see, Borat, in Kazakhstan they do know what a pause ¦). What is your favorite sport? “Do you like football?”

I happen to highly dislike football, but, for a number of reasons, I did not think that would have been a wise answer to give at that stage. While I was scanning my brain for something polite to say, my smiling Kazakh friend continued his line of questioning. I love the Verona team. They have been doing very well this year. “Do you think they will be able to keep it up?”

I could not believe my ears. Verona is the town in Italy where I grew up (and which shows up in my passport as my place of birth), but having left a long time ago and not liking football, I did not have a clue about the glories of my fellow Veronese.

Honestly, this was the last thing I expected to hear after landing in the middle of Central Asia. But my friend did not seem to mind if I looked puzzled. The fact that I came from a place that had such a great football team seemed to have put him in an even better mood and to have created a bond between us.

His smile got bigger and filled the entire bottom part of his round Central Asian face. He proceeded to merrily stamp my passport and wish me a great time in Kazakhstan.

In the years to come, I would often think of this odd encounter, every time I had to come up with a strategy for bonding with somebody from a culture I knew very little about. This man’s passion was football and that built some kind of a bridge between us. I am on the lookout for other bridges.

 
 
 
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