I get asked about Brand a good deal when I’m training product marketers and there are a good deal of opinions of how to manage brands, but effective brand management is a process. This list of the best global brands from Interbrand provides some key insights into core brand attributes for folks to think about.
The 10 Principles of Strong Brands
While I like the 10 principles from Interbrand, there are two additional things to consider:
As you may have seen in the report, technology companies, business consultants and internet services are increasingly focusing on brand, so what’s your brand plan for 2011 and 2012?
UX is increasingly an area for understanding the intersection of users, buyers, markets and tech solutions providers. Here are great insights on how to engage users to improve your products and market knowledge on the cheap from Laura Klein.
Alexander Chung’s presentation on how the medium and the context changes what is acceptable. We see this as we interact with people IRL or online as individuals, the same goes for Brands. While it is the same conceptually, what is really acceptable and this presentation helps provide context for brand managers and product marketing folk alike.
The interesting thing to me is that as you look to position a brand you shouldn’t try to mimic your target customers, you should try and have your brand invited and accepted by them.
So it sorta feels like the oxygen has been sucked out of social media or at least the originality. While I like the slight metaphor twist by Krista Neher and the apparent use of the 5 step approach she undoubtly had ingrained at P&G, where’s the new content? This isn’t Krista’s fault, the presentation is solid and spot on. The next steps close with connect is classic 5 step, but even with that I still find myself wanting in general for something new to happen in the scene.
Perhaps we are just entering the “no original thought” part of social media. Pirates, defenders, advocates, rouges, creators, lurkers, trolls, detractors, blah, blah, blah…. Brands in social media need to change their approach to engaging and listening needs to central to the brand’s digital strategy and anyone that doesn’t already know this is just 1 bad quarter from a new job or no job.
Again, NOT to pick on Krista, because she did nail it and is further spreading the word which everyone needs to know, so take a look, since she did get a slot in Vegas which is no small feat: