The discussion still remain lively and exciting as we “provide value to branding thought leaders who multiply that value to others”.

We discussed the following questions (Questions are posted EVERY WEEKEND on the #brandchat Facebook page located at  If you would like to focus on a question or topic at a #brandchat, be sure to post your suggestion/question/topic on “the wall” of the #brandchat Facebook page).

Here’s the recap!

Q1: Who should manage/own the community/or tribe established around your biz or personal brand?

gregbd: Q1 #brandchat does anyone really own anything SM? We own our own participation, community owns the brand within the community IMO

Q1 #brandchat even the term ownership isn’t an appropriate term in social media and networks IMO it’s about collaboration and cooperation

McCourtRealtor: Q1: Ownership belongs to every1 in the tribe. Look @ Coca-Cola + their Facebook page. Started by 2 fans, not the company. #brandchat

tmonhollon: Q1 The evolution of PR, marketing impacts both business and personal. Here’s my take: #brandchat

andrewmueller: Q1 No one owns the community, it exists regardless of you,can’t b managed, the opportunity is 2 influence or guide the community. #brandchat

dslatter: Q1 the goal should be to create joint ownership with the community members, let them drive/define #brandchat

employerbrander: One of the most powerful examples of employees in brand collaboration w/ marketing, hr, pr, internal comms = @bestbuy #brandchat

aliciafalcone: Q1 IMO Customers own the brand. As Marketers, we steer it based on many factors including positioning, insights, etc. #brandchat

brandingexpert: Of course I disagree. The brand owns its own community. It motivates users to take a personal stake in it. #brandchat

pmarckworth: RT I agree @brandingexpert: The brand owns its own community. It motivates users to take a personal stake in it. #brandchat

jemcgrew: @brandchat Q1: I feel like there should be someone dedicated 2 looking out for the company brand & that should incl. internalcom #brandchat

tmonhollon: Q1 Forget about Ownership, a “command and control” attitude. Realize everyone can have Membership. We’re all people after all. #brandchat

DrFernKazlow: Q1 – Lose control of your brand – you lose control of your business! #brandchat

employerbrander: Don’t believe co’s own their brand-they manage it-TheBrandGap: your brand is not what you say it is, it’s what ‘they’ say it is #brandchat

BrandAide: Q1 Every tribe needs a leader to challenge the status quo and create the culture #brandchat

andrewmueller: “Managed” or “own” implies that you can tell ur customers what 2 think, u can’t–help them 2 come 2 the conclusion that u desire #brandchat

brandingexpert: @employerbrander Nah. The company leads and users follow. Otherwise, you’re not in business. You’re in summer camp. #brandchat

McCourtRealtor: @BrandAide Yes, I do agree! Every tribe needs a leader + agree w/ @jemcgrew it doesn’t need to be internal comm. #brandchat

pmarckworth: Q1 Effective brand management is inclusive and encourages participation by communinity members #brandchat

DavidSandusky: Q1 the brand manager(s) own the brand…hopefully well #brandchat

McCourtRealtor: @employerbrander I so agree w/U. It’s what THEY say it is..period. #brandchat

employerbrander: @andrewmueller perhaps ‘monitor’ is a better choice of word. Monitor, join in the discussion and engage ppl as part of your brand #brandchat

andrewmueller: @brandingexpert Yes the company leads through example and interaction but does not tell the customer what to do or think #brandchat

DrFernKazlow: Q1 Not abt manipulation or being a control freak – it’s abt brand definition & brand leadership! #brandchat

dslatter: @DavidSandusky no one person should have that function- all touchpoint managers play that role in defining brand #brandchat

DrFernKazlow: Q1 No one suggests that it’s ok passengers on the bus/plane should drive it! #brandchat

employerbrander: @brandingexpert if the company leads – they should be walking the walk and engaging/letting community make the kool-aid #brandchat

aliciafalcone: Q1 Company/individual steers the brand (including experience) against objectives but the community owns the brand. #brandchat

andrewmueller: @brandingexpert The company leads like a spiritual leader not a boss #brandchat

craigritchie: Q1 Members want to be heard, want to engage, but want brands to lead. #brandchat

brandingexpert: Fact is that by far, most users WANT the brand to tell them what to do. Sad but true. #brandchat

andrewmueller: @brandingexpert I think you meant set the expectations “for” the users or customers? #brandchat

jemcgrew: RT @DrFernKazlow: Q1 Not abt manipulation or being a control freak – it’s abt brand definition & brand leadership! #brandchat

DrFernKazlow: @brandingexpert Agree – Ppl are = keeping hands on reins, with strangling the horse ( and passengers too) #brandchat

jwhof: What is the number one thing you do to establish/protect/preserve your personal brand #brandchat

tmonhollon: Q1 The solution: Name & Empower brand ambassadors who can engage & interact w/ authority in brand communities. #brandchat

craigritchie: Q1 @DrKernKazlow I disagree. Many new “social media/community gurus” misunderstand this point. So much rhetoric around this. #brandchat

brandingexpert: Be smart about it: Communities = sales force/evangelists for the brand – IF you know how to run a Branded Community™ #brandchat

dslatter: @jwhof protect your personal brand by being authentic #brandchat

Marc_Meyer: why dont we use twitter and the way its utilizing the brand and its users TODAY as an example…? #brandchat

DavidSandusky: @dslatter someone needs to lead the vision and build great people in managing the brand – everyone is involved #brandchat

pmarckworth: @tmonhollon Brand anbassadors are essential for brand integrity. #brandchat

brandingexpert: @Marc_Meyer Twitter is not a branded community. It’s an aggregation of people. Not centered around a brand agenda. #brandchat

jemcgrew: @brandchat Q1: the CMO position in companies is a good example of a leadership role for Brands. It is also an evolving role #brandchat

dslatter: @DavidSandusky agree brand needs a leader, but requires shared ‘ownership’ #brandchat

aliciafalcone: Which is an opportunity too because many corp brands aren’t RT @dslatter: @jwhof protect your persoanl brand by being authentic #brandchat

brandingexpert: @aliciafalcone Set their expectations of your brand. Is that telling them what to think? Yes, abt your brand, but nothing more #brandchat

tmonhollon: Q1 Reality is, so many brands are terrified of this question. Ironically, response efforts defy participatory nature of the web. #brandchat

DrFernKazlow: Q1 Importance of leadership – when U confuse authentic power&leadership w/ NEGATIVE, U setting up limitation. #brandchat

andrewmueller: @brandingexpert setting expectations is about making a promise to your customers and delivering on that promise #brandchat

gregbd: RT @DrFernKazlow Q1 – Lose control of your brand – you lose control of your business! #brandchat [a brand is held in the mind can’t control]

brandingexpert: Most companies are afraid to embrace “community” precisely b/c they have no idea how to manage it. #brandchat

McCourtRealtor: RT @tmonhollon Q1 Reality, so many brands R terrified of question. Ironically,response efforts defy participatory nature of web #brandchat

andrewmueller: The way you deliver on the promise does as much for your “brand” as the promise itself #brandchat

aliciafalcone: RT @andrewmueller: The way you deliver on the promise does as much for your “brand” as the promise itself #brandchat

SirHendrix: consumers and communities don’t “own” brands. a brand is an asset, and it’s owned by people who can SELL it. #brandchat

SirHendrix: brand communities aren’t owned, they exist through admirers of a brand. they can be created by fans and/or the brand owner. #brandchat

Q2: (by @mccourtrealtor) What brand names are also verbs?

brandingexpert: @mariaduron FEDEX, Xerox and in the old days, Hoover was made into a verb #brandchat

McCourtRealtor: Q2: Google, Kleenex, Xerox #brandchat

DrFernKazlow: Q2 Ahh the question for insomniacs. #brandchat

andrewmueller: @mariaduron It’s because they think they have to manage it, should just join the conversation, the community exists anyway #brandchat

McCourtRealtor: Q2: Coke #brandchat

craigritchie: Q2 @McCourtRealtor Uhm, how do you “Coke” something? #brandchat

DrFernKazlow: Q2 how abt brands that b/c verbs FedEx – that’s brand strength! #brandchat

brandchat: DrFernKazlow Twitter, of course, target, spanx, jolt, puff #brandchat

BrandAide: Q2: What brand names are also verbs? Tivo #brandchat

McCourtRealtor: @craigritchie You don’t but you go get a coke, LOL! C UR point. What I meant was synonymous w/soda, drink #brandchat

brandingexpert: Curiously, the minute your brand name becomes a verb you’re in danger of losing your trademark. #brandchat

brandchat: RT @kfcatoe Rave #brandchat

andrewmueller: GOOGLE #brandchat

brandingexpert: “Google” really goofed when it announced it had become a verb in Oxford dictionary. Serious trademark jeopardy. #brandchat

tmonhollon: Q2 There’s a difference b/t brands that become verbs & brands that become genericized: Both are interesting. #brandchat

Fritinancy: Q2: Xerox, FedEx, Google. Legally, though, a trademark can *only* be an adjective. #brandchat

HOWmag: RT @BrandAide: Brand names that are also verbs: Photoshop. Other ideas? #brandchat

jemcgrew: @tmonhollon Good point…that is why tissues are known as Kleenex #brandchat

jemcgrew: or a Bandaid is now the same as a bandage #brandchat

innovate: Q2 – Creating a brand name consciously with the potential to become a verb is an interesting thing to consider #brandchat

formula623: @lindsay_benson Xerox, Tivo, Windex, Swiffer, Lysol… #brandchat

Q3: (by @davidsandusky) How do you track trust in a brand?

brandingexpert: Q3: THAT’S the thing: Only a Branded Community® builds in tactics & metrics that track things like trust for a brand. #brandchat

jemcgrew: Q3: Focus groups are a good insight into what people think– but also watching your brands image in social media can tell a lot #brandchat

jennrice: Track trust in brand = measure increase in purchase & loyalty #brandchat

kfcatoe: The before and after impact of crisis management? Did they keep their market? #brandchat

tmonhollon: Q3 Crisis seems to be a great indicator of brand trust. Are ppl still eating at Dominoes, KFC? #brandchat

innovate: Q3 – surveys, focus groups, repeat purchase measurement, takeup of ancillary products, social media conversations, etc. #brandchat

aliciafalcone: Q3 Willingness to recommend since the majority of purchase decisions are made based on recommendation. #brandchat #brandchat

andrewmueller: Q3 search google for your “brandname” and “rocks” and your “brandname” and “sucks” results in an estimate of sentimenet #brandchat

jennrice: Also “would recommend” is a good metric #brandchat

brandingexpert: Focus group will tell you anything you want them to say. I always save 5 mins at the end of sessions to prove that to clients 😀 #brandchat

jemcgrew: Is loyalty and trust the same? In this climate how much loyalty is there? #brandchat

tmonhollon: Q3 Then again, trust and brand ubiquity are different. Is a strong brand always trustworthy? #brandchat

andrewmueller: Q3 The real measure is sales, but this too can be decieving, microsoft for example #brandchat

brandingexpert: Proof is at the cash register: If users buy, they trust. #brandchat

aliciafalcone: Q3 Also, customer retention #brandchat #brandchat

dslatter: Q3 tracking the ‘recommend’ metric is only number, doesn’t identfy issues or tell you how to improve them #brandchat

brandingexpert: @brandchat B/C Branded Community® uses management, not software to manage, we have all kinds of metrics others don’t use #brandchat

tmonhollon: Q3 But love, that’s another thing. Do people LOVE your product? Do they build community around it for you? Usually signals trust. #brandchat

brandchat: RT @andrewmueller Q3 The real measure is sales, but this too can be decieving, microsoft for example #brandchat

dslatter: Q3 focus group = herd mentalty #brandchat

jennrice: @dslatter agreed; I identify purchase/loyalty drivers, measure performance against them over time #brandchat

tmonhollon: @jennrice I don’t know. What about the tobacco industry & their history with misleading advertising? #brandchat

brandingexpert: Brands are not to be loved. Brands are for business. Save your love for things w/ beating hearts. #brandchat

gregbd: In the age of Social Media #brandchat we “participate with” our customers, we no longer tell & sell

DavidSandusky: Q3 proper referrals; on brand message by evangelists who are impacted by the values #brandchat

dslatter: @jennrice unfortunately NPS has led many companies down the wrong path because they treat it as just a number #brandchat

jennrice: @tmonhollon: Large doesn’t equal strong. Eventually they’ll fall w/o trust. Walmart good turn-around example #brandchat

neilmckenzphoto: Q3: You track trust in a brand by “tracking” it over a period of time. Could be either qualitative or quantitative. #brandchat

tmonhollon: Q3 Also, why would a brand want trust? Do they really, or do we just talk about it? Are sales + trust always related? #brandchat

dslatter: Q3 problem is that ‘trust’ means different things to different people, and how you earn it is just as fragmented #brandchat

kfcatoe: Q#3 I think following sales metrics and social perception. #brandchat

neilmckenzphoto: Q3: The definition of “trust” in brand should not be fuzzy. Need to reduce it to measurable ideas such as “repeat use” etc… #brandchat

jennrice: Love easier in consumer brands, not so easy in B2B. #brandchat

brandingexpert: Trust doesn’t create sales as much as it creates FUTURE sales and brand extensions. #brandchat

andrewmueller: @brandingexpert Yes brand wants cash and evangelists are free and influencial marketing agents, but why do they do it? #brandchat

jennrice: @mariaduron re: sales = trust, depends on how deep trust goes. Includes trust that your product does what I want? not necessarily #brandchat

brandingexpert: @jennrice WalMart has no brand. They’re just price cutters that remind people they’re poor. Nobody WANTS to go there. #brandchat

jennrice: #brandingexpert Brand is a promise delivered. Walmart delivered low prices; that’s their brand. They’re now working to change it #brandchat

tmonhollon: Q3 WOM: If you’re thinking about buying it, you’ve already lost the point. #brandchat

tmonhollon: Q3 WOM is a reward for being exceptional in an average world. Put your $$ into your product or service. #brandchat

Q4: Word of Mouth – earned or bought? Your thoughts.

jemcgrew: Q4: I think it is a combo…if Oprah is endorsing something it is our best guest whether it is earned or bought #brandchat

pmarckworth: Q4 Definitely earned. Word of mouth comes from evangalists and ambassadors. #brandchat

aliciafalcone: #brandchat Q4 IMO, Earned because people buy from who they know, like, trust. WOM not to be confused with “Buzz” Marketing

BrandAide: Q4: You can spend money on earning WOM but you cannot pay someone for it. Not genuine. #brandchat

neilmckenzphoto: Word of mouth can be “bought” but is surely overtaken by word of mouth that is earned – good or bad. #brandchat

brandingexpert: @jennrice Brand is the promise. PRODUCTS are proof/delivery of the promise. #brandchat

tmonhollon: Q4 Secret to WOM is creating something great & writing a story that spreads and scales. #brandchat

DrFernKazlow: Q4 Both-$ can generate WOM. Branding& good prod sustain & amplify it – AND can generate on its own! #brandchat

dslatter: Q4 celebrity word of mouth is always bought- they do nothing for free, but hey it works- usually #brandchat

jennrice: brand = entire customer experience. Days of brand = advertising promises is over. Too much transparency today #brandchat

tmonhollon: @BrandAide Wal-Mart is a great example. Learned from mistake, then focused on building story & community w/ 11moms: Ambassadors! #brandchat

brandingexpert: WOM can kill a brand and its products even quicker than it can build them. #brandchat

tmonhollon: @jennrice W/ Celebrity endorsement, ppl inherently know it’s an AD. W/ you & me, they don’t. Consumers process this differently. #brandchat

tmonhollon: @brandingexpert Yes, when the system doesn’t scale, there’s bad planning (KFC), or the product isn’t good enough. #brandchat

Yuricon: @brandchat Depends on the source of the negativity. A source that is not respected will not garner much traction. #brandchat

innovate: Q4 – WOM is earned by delivering exceptional value – it can be helped along by having a story that is easy and fun to tell – #brandchat

Valerotti: If ur lost, WOM is word of mouth RT @ brandingexpert WOM can kill a brand & its products even quicker than it can build them. #brandchat

InnovateMarCom: Yes, so many think brand is ur physical look. Emotional brand=Positive a must! RT @jennrice: brand = entire customer experience. #brandchat

SirHendrix: bad word of mouth can easily decrease your sales – if your brand image is weak. #brandchat

SirHendrix: if your brand image is strong, bad customer experience and bad word of mouth cannot easily destroy your reputation. #brandchat

SirHendrix: word of mouth is not only earned but a natural way of spreading brand images. brand owners can foster it. #brandchat


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