I've had a surprising number of executives from the C-suite tell me that they don’t want to actively manage their personal brand. Why? Because it's, “all about the company's brand.” And they would ...
Ryan Wong's insight:
I scooped this article as I found it to add value to my education in terms of understanding what happens when there is poor or little brand management of personal brands.
The article mentions how poor management or lack of management can ultimately damage the brands image and it’s absolutely vital to actively manage online and offline content, this in turn helps the company to obtain more sales.
It states that people trust brands that have people they can trust; this is where employees are seen as asset and can help raise awareness with their knowledge and expertise. By conducting limited brand management it leaves the brand open to attack as competitors are actively partaking in the industry.
I chose to scoop this article as I found it quite insightful of the situation of how social media is playing a role in modern Chinese society.
From this article I found it interesting to see how the Chinese citizens and government officials are using Facebook and Weibo to actively partake in events and raising awareness where need such as the example government groups setting up specific accounts for handling the 2013 earthquake events and helping reconnect 561 victims of the earthquake to contact family and friends.
It’s also a shows a changing trend in how social media is handled by the government as these channels become less regulated and used for good intentions.
Give your brand, product or firm a voice and build brand awareness and associations through audio content marketing. Audio content brings an intimate experience to your audience enabling you to build a bond with them because it’s like talking to an...
From the article I was able to gain an insight in how relevant podcasts are at communicating to audiences that represent a large proportion of internet users. The article mentions how podcasts are essentially a great way to engage with consumers and audiences as its almost like talking directly to them, however as stated the limitations were that audiences may be distracted listening to podcasts as they may be multitasks doing other things while listening.
It also talk about how podcasts can be leveraged through cross platforming with other search engines such as itunes which can help raise their brand recognition. By using podcast it adds a voice to a brand, It can also be aided by finding influential personalities to be interviewed to encourage larger audiences to listen to their podcasts.
There is also a sharing element that was mentioned which the audience are allowed to comment and the podcaster can communicate with their audiences which adds to the personal touch. I believe that podcasts are an excellent way of communicating with audiences and consumers however like the article mentions the limitation is trying to educate some users on how to access and download their podcasts.
a large proportion of podcast listeners are loyal and these loyal listeners contribute largely to the word of mouth recognition of the brand podcast.
In this video, Chantal Rutter interviews Bra Willy on ANN7 about brands that leveraged Mandela's tribute. Key question: is it the right thing for brands to l...
Ryan Wong's insight:
I chose this article to scoop as it talks about a lot of mechanism that are involved in advertising a brand when involved in sensitive environments.
This video points out how personal brands are not seen as issues and when corporate brands are associated with Mandela’s tributes its seen as less genuine and more about promoting their brand for commercial reasons. They make the association with corporate brands using famous quotes of Mandela as their way of sending a tribute and states how the social media users are savvy and can read through their intentions.
In the video there were talks about how Virgin made a tribute and how many users didn’t believe Virgin’s attempts of being associated with Mandela were genuine, however there were a few users who took it to heart. Which leaves another point that the marketer mentioned which was that there will always be users who have differing points of view for the sake of differing.
What was concluded was that if brands were to associate with Mandela in a positive manner they should spend time to really think about it before perusing as success of brands are more about how they do it rather than when they do it.
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