Brand Management
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Rescooped by Liz Reid from Public Relations & Social Marketing Insight
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Brand and Reputation Management: Four Insights | Social Media Today

Brand and Reputation Management: Four Insights | Social Media Today | Brand Management | Scoop.it

I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?” This is a great question and the more I thought about it, the clearer the answer(s) became. 1. The first insight reflects the The Changing Role of Influence. There is a great quote by Gary Hamel, who says “Influence is like water. Always flowing somewhere.” This is very true in today's business environment as new sources of influence are forming around our companies and industries at an extremely rapid pace....


Via Jeff Domansky
Liz Reid's insight:

This article highlights the current state of marketing, and the need to change, adapt and look to the future in order to implement successful marketing strategies. For example, there is a serious need to adapt and change marketing strategies in line with changes in a companys' consumers. Too often companies carry on as they always have because it was successful at the time. However, in our increasingly fragmented and digitalised society, brands must keep up with these changes in order to stay popular or trusted. It is also necessary to converse with consumers. No longer can all brands be successful with top-down, authoritarian communication. They must involve consumers in brand discussions in order to make progress. For example, many chip brands have created campaigns where consumers suggest new chip flavours that could potentially be put into production. This demonstrates including consumers in a brand's discourse and giving consumers the chance to influence a brand's image. These are important concepts in terms of engagement, communicating with consumers and brand management. 

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Savanna Steele's curator insight, August 21, 2013 6:24 AM

This is interesting, I agree with a lot of what has been said and importance of ensuring that the brand and business are allied is critical to ensure that they work in sync. Example You cannot have a brand such as Redbull, extreme sports and fill of energy but then walk into their work environment and discover a bunch of people stuck at their desk looking miserable. That would not be good practise. Furthermore I believe that good communication one-on-one is the best way to get the feedback needed from your consumers. In terms of the generation that was not brought up with social media, they should be learning from the younger ones working together to create a strong database and communication with the younger audience as they are the future consumers or present. 

Finau Tuipulotu's comment, August 22, 2013 8:22 PM
Savanna, I’ve picked up the line where it says “Most companies today are not approachable and lack of personality or an image that people can relate to”. The redbull example you have used is funny but so true. Furthermore, Companies needs to define where they sit in the market and continue to build brand relationships effectively. Marketing tactics changes everyday and brand reputation becomes more and more important. Therefore, useful insights stated in this article should be taken into account in order to be a successful company.
Anna Bairstow's comment, August 22, 2013 10:56 PM
Really good choice of an article Savanna, this closely relates to what we discussed in class in terms of branding and brand management! What I found interesting, is an issue raised in the beginning of the article, about communication and marketing platforms and one-to-one relationship models being disrupted in today's society. This is a consequence of the advanced technology and access to social media we all have, and like Finau pointed out, we need to constantly and cohesively change and adapt our way of marketing and communicating to audiences.
Rescooped by Liz Reid from MarketingHits
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Brand Management - Customers Demanding Corporate Responsibility : MarketingProfs Article

Brand Management - Customers Demanding Corporate Responsibility : MarketingProfs Article | Brand Management | Scoop.it

Brand Management - Consumers worldwide are demanding a higher level of social responsibility from the companies they engage with, and most are using the power of the purse to press those demands.


Via Brian Yanish - MarketingHits.com
Liz Reid's insight:

This article highlights how corporate social responsibility is becoming increasingly important in terms of how brands manage their image and identity. The overwhelming response from the study outlined in this article is that organisations must exercise CSR. It seems that brands can no longer just do their job, they must give back to the communities and audiences that they engage with. For example, the uproar that occured when Cadbury began using Palm Oil in their products highlights how active audiences are in demanding that brands exercise CSR. Another example would be the positive image that surrounds Westpac, due to their involvement in the rescue helicopter service. It is clear that brands must ensure they exercise CSR in order to stay on good terms with their consumers. It is interesting to note how consumers will actually move from a brand that does not exericse CSR to one that does, meaning that brands must manage their CSR closely in order keep consumers happy.

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