Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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March 4, 2017 1:32 AM
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How corporate strategy is being re-invented by social media

How corporate strategy is being re-invented by social media | Public Relations & Social Marketing Insight | Scoop.it

 But we are entering a new phase of this cultural development. Customers don’t merely want to know where their order is, or where thy can find a good deal.

 

They want to know what we stand for. Mitch Joel writes about this beautifully in hisrecent post:

“Brands are willingly (and unwillingly) being pulled into these social media, traditional media and public battles, that are driven by a customer’s values and how they may oppose those of the brands. It’s interesting: the consumer now believes that it’s not about what you sell and the price of it, but what you stand for.“

 

What’s unique now, is that the brand response is no longer binary. In today’s environment, brands that have quickly/swiftly removed themselves from the situation have often not been applauded, but hurt more for bending and cowering to another side. Brands that have pointed the blame elsewhere (like, say, blame the technology) have been bashed for being so out of touch with how business works these days.

 

Brands that have distanced themselves from influencers that have run amok, are still accused of using them for when it works for the brand, but bailing on them when times get tough (meaning: not authentic). And more....

Jeff Domansky's insight:

Social media has been good for businesses, forcing them to be more human and transparent. But the next evolution may force a re-write of corporate strategy according to Mark Schaefer.

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August 4, 2013 9:28 AM
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Strong Brands Always Have More Brand Credits Than Debits: A Starbucks Lesson

Strong Brands Always Have More Brand Credits Than Debits: A Starbucks Lesson | Public Relations & Social Marketing Insight | Scoop.it

The Starbucks Coffee marketing research department is kept busy providing oodles and oodles of insights into the Starbucks brand through yearly brand audits. And take it from this former long-time Starbucks marketer: The company learns a lot from these studies.


However, when it comes to measuring and managing the Starbucks brand on a daily basis, the Starbucks marketing department generally relies on a much simpler method—a brand checkbook.


Just as your personal checkbook has credits and debits, a brand checkbook has credits and debits in the form of brand credits and brand debits. "Brand credits" are business activities that enhance the reputation and perception people have of a brand, and "brand debits" are those that detract from the reputation and perception of the brand....

Jeff Domansky's insight:

How Starbucks measures up using the simple concept of "brand credits and debits." Very interesting concept worth exploring.

Craig S's curator insight, August 7, 2013 3:24 AM

I think this thing is cool

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May 24, 2016 10:37 AM
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Why The Sound of a Brand Name Matters

Why The Sound of a Brand Name Matters | Public Relations & Social Marketing Insight | Scoop.it

The sound of a word like "knife" or "truck" seems totally arbitrary—it’s just a random sound we’ve assigned to a thing, right? But for several decades, scientists have found good evidence that the sound of words have meaning in a very real way.


Sound can convey subtle information about traits such as size, shape, smoothness, and also, according to a new study in Cognition, distance. This suggests that while the sound of company and product names—Lyft, Smuckers, Nike—may seem meaningless, it may actually quietly shape consumers' perceptions.


This is what’s called "sound symbolism"—the theory that there’s an intrinsic meaning we unknowingly attach to certain speech sounds. Sound symbolism is probably best illustrated by a well-known study from 1929 by the renowned linguist and anthropologist Edward Sapir.


In his experiment, Sapir had people assign two fake words—"mil" and "mal"—to either a larger or smaller table. And what he found was pretty astonishing: The majority of participants called the smaller table "mil" and the larger table "mal." Since Sapir made up the words "mil" and "mal," he concluded that people inferred word meaning from the sound.


Over the decades, researchers have verified and added to what Sapir discovered in his study, that certain speech sounds have meaning, separate from the definition of a word itself. They’ve found links between word sounds and concepts for all sorts of characteristics, including size, shape, speed, weight, sharpness, and creaminess.


"Sound symbolism says that people have this intuition, that there are right words for certain things," explains Sam Maglio, one of the authors of the new Cognition study and an assistant professor of marketing at the University of Toronto Scarborough....

Jeff Domansky's insight:

Brand names reveal a lot more than you think, as the fascinating science of "sound symbolism" suggests.

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June 24, 2013 9:32 AM
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Your Company Needs a Brand Personality

Your Company Needs a Brand Personality | Public Relations & Social Marketing Insight | Scoop.it

Really successful online marketers are companies with a powerful, consistent brand personality. Why? Well...In the last year or so, I’ve noticed a brilliant shift in the world of online marketing. As you know, many of the companies that are growing at a fast clip are using content marketing. They’re communicating with their customers. They’re giving away information for free. But even more than that, the really successful online marketers are companies with powerful, consistent brand personalities. They know who they are and what they stand for. And it comes across in every blog post, newsletter, webpage, and communication....Here's how...

Jeff Domansky's insight:

The most successful social marketing companies are creating brand personalities and integrating these brand personae into every aspect of their marketing and communication. Thoughtful reading.

Ali Anani's curator insight, June 25, 2013 12:20 AM

Like humans, brands have a personality. Make it popular.

Abbey Davis's curator insight, August 11, 2014 8:36 PM

Very thought provoking reading in terms of identifying what your brand personality is opposed to trying to be big and bold and funny like other brands have done successfully. 

 

First of all the personality must be appropriate for your brand and secondly it must reflect what your brand stands for. 

 

Two points that stand out the most for me in the consideration of brand personality is consistency and authenticity - any one consumer who looks at your advertising, sees your social media and marketing content etc should be able to identify who you are and what you stand for. On a deeper level even relate to the personality and feel like they have a relationship with that brand.