Archive for July, 2009

Energy and excitment abound in #brandchat (a weekly chat via Twitter – all about branding)!  Is branding marketing, advertising, positional…what? Is it only for promotional purposes?

We covered this, best resources and more!

Here’s the recap….

Q1: What is UR recommended reading list about strategic branding? Pls. share.

McCourtRealtor: My favorite book is “Personality Not Included”. The importance of ppl’s personalities + association w/the company brand. #brandchat

DavidSandusky: Q1 best brand reads: “Four Steps to Epiphany” Steven Blank about product launch process #brandchat

IMAGEidentity: Besides my own book. LOL I am partial to the classic A New Brand World by Scott Bedbury #brandchat

DrFernKazlow: Q! The branding book I recommend the most is @brandingexpert The Revenge of Brand X #brandchat

DavidSandusky: Q1 Best Brand reads: Richard Branson “Business Stripped Bare” about brand and delivery #brandchat

jemcgrew: Q1: I like the book “Lipstick on a Pig”– Insightful from a PR perspective #brandchat

IMAGEidentity: Q1Brand Warfare by David D’Alessandro (This was the first branding book I read.) #brandchat

DavidSandusky: Q1 best brand reads: “Brand Hijack” mktg w/out mktg -Alex Wipperfurth #brandchat

jemcgrew: Q1: Full title: Lipstick on a Pig: Winning In the No-Spin Era by Someone Who Knows the Game by Torie Clarke #brandchat

DavidSandusky: Q1 best brand reads: “The Open Brand” Kelly Mooney #brandchat

andrewmueller: Q1 favorite books about strategic branding are “the Brand Gap and Zag” by Marty Neumeier #brandchat

DavidSandusky: Q1 my brand read (and other) choices can be found here: http://bit.ly/20iEfC (expand) #brandchat

DrFernKazlow: Getting great summer reading on branding! After #brandchat – straight to Amazon!

pmarckworth: Q1 One of my favorites is Brand Driven by F Joseph LePla, Susan V Davis and Lynn M Parker #brandchat

DavidSandusky: many tell my my Strategic Career Plan is great for those planning lasting impression in career http://bit.ly/39QBfd (expand) #brandchat

IMAGEidentity: Must read for getting your brand noticed Made to Stick: Why Some Ideas Survive and Others Die By Chip Heath, Dan Heath #brandchat

mariaduron: #brandchat Q1: Am curious 2 reach @garyvee ‘s Crush it. Is it out yet?

JointWinWin: RT @DrFernKazlow @IMAGEidentity: Must read for getting your brand noticed Made to Stick: Why Some Ideas Survive and Others Die #brandchat

andrewmueller: a book I am waiting for ” The Brandito Chronicles, the Collective Wisdom of Brandchatters” by Sandusky and Duran #brandchat

craigritchie: More book recos from #brandchat ters Brand Hijack, The Revenge Of Brand X, Brand Gap And Zag, Brand Driven, Brand Warfare, Made To Stick

Q2: Here’s a list of the ‘downside’ of branding http://bit.ly/IKGI7 Do you agree, disagree,have more 2 add 2 the list?

DavidSandusky: Q2 classic example of the difference between brand and marketing-no mrkt comm/PR can fix bad brand #brandchat

DrFernKazlow: Q2 When branding b/c fad – as discussed in article, not really branding. #brandchat

IMAGEidentity: Oh sorry! Q2 Agree comment #brandchat

jemcgrew: Q2: It does point out a valid point, the point of ur brand is recognition & differentiation from competition. We must control it #brandchat

brandchat: From article: Brands R wonderful assets when capture essence product, service,event succinctly,meaningfully,+w/endurance ovr time #brandchat

pmarckworth: Q2 A real brand – one that speaks from a conceptual foundation is more than “stick on a bulldog” #brandchat

McCourtRealtor: Q2: Agree completely w/this: Branding should start with an authenticity test. #brandchat

DrFernKazlow: @pmarckworth Yes – “stick on a bulldog” doesn’t capture the full essence of branding. #brandchat

McCourtRealtor: Q2: And like this 2: the search for slogans is a trendy quest. I am simply making a plea for authenticity. #brandchat

Yuricon: I’m not sure is see a downside in that article. I do see some random confusion. Maybe confused thinking is the downside. #brandchat

pmarckworth: Q2 LET ME TRY AGAIN: A real brand – one that speaks from a conceptual foundation is more than “LIPSTICK on a bulldog #brandchat

DrFernKazlow: @McCourtRealtor Kinda of sad that we have to preach authenticity in branding – but we do! #brandchat

IMAGEidentity: Authenticity is the key. #brandchat

jemcgrew: Q2: This article goes very well with the Torie Clarke book I mentioned earlier…Lipstick on a Pig #brandchat

McCourtRealtor: @DrFernKazlow Very sad! 2 many think it’s positioning, logos + labels + that’s it. #brandchat

IMAGEidentity: Q2 Without authenticity customers will mistrust any brand message and therefore the brand itself. #brandchat

DrFernKazlow: @brandchat Q2 Downside is tht branding has b/come current magic bullet 4 biz-w/out understanding what it is. #brandchat

Yuricon: The question has to be – why is “authenticity” so hard for some brands to grasp? #brandchat

pmarckworth: I think the trouble starts when believe that labels are the whole deal – that they don’t need deeper thought or meaning #brandchat

mariaduron: @IMAGEidentity I so agree w/U – authenticity is key + often overlooked for positioning #brandchat

brandchat: Rt @DrFernKazlow @brandchat Q2 Downside is tht branding has b/come current magic bullet 4 biz-w/out understanding what it is. #brandchat

DavidSandusky: @pmarckworth agree. creatives get into advertising. clever. cute. no brand strategy #brandchat

andrewmueller: @IMAGEidentity I would say that w/ descernable difference between message and experience creates mistrust of brand #brandchat

IMAGEidentity: Exactly RT @andrewmueller I would say that w/ descernable difference between message and experience creates mistrust of brand #brandchat

Q3: What R the top 4 branding limitations that you seen? Or identified with your company.

jemcgrew: Q3: When we say limitations are we saying political, cost or?? #brandchat

jemcgrew: Q3: I would say the one I see most is cost…or at least the perception that high cost = good brand/creative #brandchat

DavidSandusky: Q3 not delivering on brand promise-EVERY time #brandchat

mariaduron: RT @DrFernKazlow Q3 Branding is limited by lack of: understanding, authenticity, strategy, leadership + of course CONNECTION #brandchat

IMAGEidentity: @andrewmueller: Need to have both good cake and good frosting (message, and company culture to provide the proper experience) #brandchat

DavidSandusky: @jemcgrew the great thing about a great brand is marketing cost goes way down #brandchat

andrewmueller: Brand must be part of a companies culture not just messaging or promise #brandchat

jemcgrew: Q3: Limitation- No Brand awareness, then you have to re-evaluate your execution strategy. #brandchat

IMAGEidentity: Q3 Limitations: My clients is they want to have a good brand perception, but don’t want to put in effort to build an good brand. #brandchat

GetResults: Q3. Brand limits – static perception – brands are dynamic; control – whohas it; fixes – taking customer issues seriously. #brandchat

andrewmueller: Internal messaging, transparency and authenticity is as important to brand thier external counterparts- (helps shape culture) #brandchat

Yuricon: Q3 Allowing consumer perception to drive brand identity, lack of consistency, delusion and failure to admit failure. #brandchat

jemcgrew: Q3: A limitation of any brand is 2 solve all your problems. Poor mgmt can lead to the limitations of your brand to help u recover #brandchat

Yuricon: Delusion about branding is the worst – when a co insists they have good customer service, but r really infamous 4 crappy service. #brandchat

DrFernKazlow: @IMAGEidentity True of so many things – ppl want the results by magic. #brandchat

Q4: When does branding become shameless promotion?

DrFernKazlow: @mariaduron When it stops being branding. The marketing/branding confusion rears its head again! #brandchat

jemcgrew: Q4: Branding becomes shamless promotion when it is done without strategy and without care #brandchat

GetResults: @mariaduron doesn’t it start there – Here is “X” and we’re so proud. Living up to that comes next! #brandchat

jemcgrew: Q4: It is like Art, everyone knows a horrible piece of art, but good ones are harder to pin point. Same concept for brands #brandchat

DavidSandusky: Q4 those shamless promotions regularly is the brand. You know what to get. personal mrktg v personal brand #brandchat

brandchat: @GetResults Agreed! Living up to your brand, each + every time as @davidsandusky said is critical. #brandchat

DavidSandusky: @JEMcgrew brand new means no experience so communication cost will be up for a while until proven #brandchat

GetResults: @mariaduron all new product intros begin as shameless promotion – Proud parents. sometimes only mkt reaction brings reality. #brandchat

pmarckworth: Q4 shameless promotion is communication without a conceptual brand to give it heart #brandchat

GetResults: After hoopla of intro, brand gets down to interplay w market and real identity begins to emerge. #brandchat

BrandMyCareer: Are actors, singers, sport players, etc. considered as a brand model by default or there are criterias to pass? #brandchat

Pitch, Plugs, C2A, etc.

23Kazoos: To be successful, strive for “Brand Insistence” via @nidoqubein #brandchat

IMAGEidentity: Add my book to your summer reading list! MYOB: Mind Your Own Brand by Dave Lubelczyk available at AMAZON & mindyourownbrand.com #brandchat

jemcgrew: Pitch: Also, 4 U auto buffs- Examiner.com and look for my writings under Denver Classic Car Examiner. New cars @ Allsmallcars.com #brandchat

IMAGEidentity: Also, post your must reads at a friend of mine’s site http://bit.ly/pDIEj (expand) #brandchat

DrFernKazlow: Pitch: Get Bigger in Ur Biz & in Ur Life: Shatter Financial Limitations & maximize/monetize ur biz, brand, & SM. #brandchat

GetResults: PITCH – Helping you find creative solutions and growing your business. CALL 2 ACT – Call for free initial consult #brandchat

pmarckworth: Pitch: I create resonant, memorable brands that attract attention, engage interest and deliver on your promise. #brandchat

DrFernKazlow: Call to Action: GET BIGGER free strategy sessions starting this fall! DM for details. Please RT! Thanks! #brandchat

Yuricon: Pitch: I specialize in the “orphan drugs” of the niche world, microniches. Own the spaces where your audience lives. #brandchat

marketized: // Tweet Cloud for Luxury Brands >> http://bit.ly/1eDEXi (expand) + #branding + #brandchat + RT @socialmediamvns

Another lively #brandchat! We would like to keep them lively, so be sure to post your questions or topic areas for discussion during the chat at our Facebook page, http://www.facebookc.om/brandchat-FB or commenting here.  And of course you can always follow us on twitter at @brandchat

Here’s the recap….

Q1 Nielsen study says opinion from strangers trusted more than all other media, thoughts? http://bit.ly/tZrd

tnehren: Q1 Consumers are more interested in what real people think, not what another corporation or media entity thinks #brandchat

GetResults: My take is people see friends and strangers as having no ax to grind. Fear appears 2B of commercial bias more than any other #brandchat

GetResults: @tnehren “what real people think” that’s a good way of putting it. #brandchat

GetResults: RT @tnehren: Q1 Consumers are more interested in what real people think, not what another corporation or media entity thinks #brandchat

DavidSandusky: Q1 could it be people believe what they see from people vs. planned commercial outlets #brandchat

tnehren: Q1 Perception is that friends, family, strangers aren’t as easily manipulated as media that has commercial motives #brandchat

wvpmc: Ketchum PR has similar studies, where people get info, what they use to make decisions, age demographics #brandchat

neilmckenzphoto: Q1: It seems that people value others opinions even though they may not know them. #brandchat

GetResults: @DavidSandusky In a time when all authority is being questioned, isn’t it more likely trust comes from familiarity & experience? #brandchat

tnehren: They’re not authority figures, but strangers can help build brand trust. Thats the whole point of product reviews. #brandchat

andrewmueller: It think if you would survey the masses you would find that people are largely followers and trust the wisdom of the crowd #brandchat

GetResults: @neilmckenzphoto Q1, or =ly they value others’ opinions v. sponsored opinions? #brandchat

neilmckenzphoto: Q1: Is this similar to “you go to the restaurant where the parking lot is full?” #brandchat

wvpmc: my impression is people value individual opinions from those they know, collective (average) opinions from strangers #brandchat

andrewmueller: Jeff Bezos highy credits “user product reviews” as a key factor to the success of amazon #brandchat

GetResults: @neilmckenzphoto Q1, no that’s because you’re a Brit and like queues! #brandchat

andrewmueller: @GetResults it is unlikely that a single stranger would make a great impact, it takes critical mass to change sentiment #brandchat

GetResults: @andrewmueller Q1 unless you yell “FIRE” in a crowd, or such, that gets attention. #brandchat

andrewmueller: @DavidSandusky I think the belief is that strangers give “unbiased” opinions, average of enough would =reality, but this is false #brandchat

Q2 Are get twitter followers services helping or ruining your brand?

merylevans: Q2 Using Twitter follower services will hurt the brand. To be a high quality twitter user, you need to manually manage account. #brandchat

nrohrbach: Q2: get twitter follower services certainly hurts your brand, it takes away the genuine connection #brandchat

GetResults: Q2 – I’ve avoided them. If not known UR using, no harm/no foul. See as like audience in trad media buy that doesn’t fit. Why buy? #brandchat

DavidSandusky: @GetResults I saw a grossly long Audi review feed to my forum from a heavy followed person, turned me off #brandchat

andrewmueller: Q2 The only “followers” that matter are true followers involved w/ ur brand, therefor it is quality of followers that matters #brandchat

wvpmc: Depends on the service – some help you identify people you may want to follow, but I agree w @merylevans organic works best #brandchat

NicoleReid: Q2 – it may not hurt your brand, but it doesn’t provide *true* followers who are actually interested in your brand. Waste of time #brandchat

pmarckworth: Q2 the idea of buying followers seems antithetical to the main concepts of social media and will backfire on the brand #brandchat

neilmckenzphoto: Q2: Your brand seems to suffer when the “get followers” services start sending out spam. Your brand is associated with the spam. #brandchat

DavidSandusky: Q2 I don’t do it, I like how my twitter network grows with chats like this and other on brand convo #brandchat

GetResults: @DavidSandusky Q2 that’s the danger. SM is like / know / trust first. If you feel violated, that suffers. #brandchat

tnehren: SM allows me to be selective about who I follow & who follows me. These “get a gazillion followers” services dont fit that model #brandchat

DavidSandusky: Q2 seems many mentioning getting followers also spam…or maybe will #brandchat

andrewmueller: @tnehren does it really allow you to be selective about who follows you? #brandchat

DavidSandusky: Q2 classic quality /quantity debate. Real results equals support and actual sales #brandchat

tnehren: “get followers” services are the same as collecting a million business cards just to look important & “connected” #brandchat

DavidSandusky: Q2 when you see someone with impressive numbers, do you auto think they are popular or use services to get followers? #brandchat

pmarckworth: @tnehren collecting business cards you don’t look at is a great comparison #brandchat

andrewmueller: @DavidSandusky depends on the person, I think it is fairly easy to tell. if they have MLM in profile… well #brandchat

wvpmc: I don’t see the value in the get lots of followers (like chain letters) – point is interaction and engagement #brandchat

GetResults: @DavidSandusky Q2, until I have some experience with them, I’m suspicious, but I’ve been on inside of industry for decades. #brandchat

GetResults: @andrewmueller Q2 and if you don’t see the MLM immediately, their model insists you will see it sooner rather than later #brandchat

neilmckenzphoto: Q2: @andrewmueller I have seen people who are not MLM that seem to have used these services without reading the terms of service #brandchat

DavidSandusky: Q2 Get as many followers you can get, being deliberate and patient will win #brandchat

GetResults: @neilmckenzphoto q2 suspect you are right about that & a mis-perception of the best notions of SM – community is not crowd #brandchat

LoisMarketing: Q2 I am very patient in choosing followers and building base .. quality tweets as well — Both count! Have made great contacts #brandchat

DavidSandusky: @wvpmc “they” don’t look at or audit their network, just a number #brandchat

nrohrbach: @DavidSandusky Agreed! We’ll call it Twarma – Twitter Karma, be genuine and patient, if you build it they will follow. #brandchat

LoisMarketing: Q2 #brandchat I advse a racing team … Motorsports community is very engaging/supportive on here if you have credibility!

DavidSandusky: @LoisMarketing I think a # of us in this chat have examples of real relationships building (and business!) #brandchat

LoisMarketing: Q2 #brandchat … Supportive motorsports community from drivers to owners to media to fellow fans 🙂 Great example of Twitter Power! 🙂

GetResults: @wvpmc Q2 – Agreed. let spammers camp. when they don’t get any nibbles, they will move on #brandchat

merylevans: Q2 Some users have an unrealistic expectation that they need to have high numbers ASAP. It took time for many of us. #brandchat

GetResults: @andrewmueller Q2 – If only I had the time to vette and deal with them all. Rotting on the vine is, for now, my choice. #brandchat

pmarckworth: Q2 I agree they often self select out which is the easiest way to deal #brandchat

GetResults: @andrewmueller Q2 spoken like a true missionary of the truth. From your lips to God’s ear. May you convert hordes of spammers. #brandchat

GetResults: @andrewmueller \Q2 – and I meant that seriously. anything they learn from you that makes them better SN citizens, the better #brandchat

neilmckenzphoto: It seems that some of the spammers are “computer programs” How can you convert a computer program? #brandchat

NicoleReid: Q2+ Create a dialogue with your current followers and proactively reach out to potential followers (customers). Show you listen. #brandchat

GetResults: @NicoleReid Q2 – Ah, LISTENING, a major component in relationship building and buying #brandchat

cjdub: AGREED! RT @nrohrbach: Q2: twitter follower services certainly hurts your brand, it takes away the genuine connection #brandchat

andrewmueller: @NicoleReid following on Twitter is like TV, u can have 100’s of stations, doesn’t mean U watch them all, but sometimes U might #brandchat

Q3 How can brands best develop a credible social voice?

brookedouglas9: Q3 Elvis was a great cultural icon, MJ was the same…He has left an important body of work to society…his brand may be imortal #brandchat

Pitch, Plugs, C2A, etc.

nrohrbach: As seen on http://webworkerdaily.com we’ve got a beta and mini-course in the works, check us out http://www.ideaanglers.com #brandchat

GetResults: PITCH – Helping you find creative solutions and growing your business. CALL 2 ACT – Call for free initial consult #brandchat

hupajoob_chat: I host a weekly discussion called #designchat. Tonight 8pmCST on mashable.com/chat -For more go to designchat.info #brandchat

GetResults: Grt Share, Thanks RT @charbrown The Social Media Monitoring Cheat Sheet http://bit.ly/1lZhEw (expand) – also of interest @ #brandchat

markkalb: New blog post about KangaROOS as a Renaissance Brand: http://digg.com/u19HVI #brandchat

@davidsandusky and @neilmckenzphoto moderated #brandchat today!  I am so grateful to both of them doing such a wonderful job keeping the momentum and interaction of #brandchat going.

Here’s the recap:

Q1: For discussion, when UR brand b/c generic http://bit.ly/RwOAx Ur thoughts? Do U want 2 prevent it?

bradfordshimp: Q1 – I think its great if your brand goes generic – you just have to keep up with it. #brandchat

johnreddish: @getresults Can any of us in SM world hope 2B so ubiquitous where this becomes threat? Category dominance is needed 1st. #brandchat

DrFernKazlow: @johnreddish Agree – that would be in the my category of good problems to have! #brandchat

bradfordshimp: Q1 – Only problem would be if it goes generic for the wrong reasons – as in “His name is Mudd” #brandchat

brandchat: RT @DrFernKazlow: @johnreddish Agree – Q1 that would be in the my category of good problems to have! #brandchat

wvpmc: Q1 Answer may depend on whether you are in long tail or mass market #brandchat

neilmckenzphoto: Q1: I don’t know how this would work for me – Neil McKenzie Brand Photographer Brand Photographer #brandchat

johnreddish: @DrFernKazlow Q1 absolutely – SM and personal brands must work hard 4 sustainable identity, my less Bcoming generic #brandchat

andrewmueller: Lets be clear it is not your brand going generic but your brand name, ur mark and the feeling ur customers have about u r distict #brandchat

bradfordshimp: Q1 – The question is, how can you make your brand into a generic keyword, even if just in a localized market #brandchat

andrewmueller: By the time ur brand name goes generic you have already established yourself as a category leader #brandchat

wvpmc: @bradfordshimp having your brand turn into a generic keyword could be an SEO nightmare #brandchat

johnreddish: @andrewmueller and how exactly would you parse that in crafting a sustaining strategy? #brandchat

brandingexpert: You NEVER want your brand to “go generic”. Trademark/Copyright laws will yank your status if brand becomes “common parlance.” #brandchat

andrewmueller: @johnreddish It seems to me that if your brand name has gone generic that you already have a achieved a sustainable strategy, no? #brandchat

brandingexpert: Also, generic does NOT mean you’re a category leader. Ppl refer to a “fridge” long after Frigidaire lost it. As w/ Hoover vacs. #brandchat

bradfordshimp: @wvpmc Maybe – but you need to focus on being the clear winner of your brand. If you continue to stand out, it should be ok. #brandchat

wvpmc: RT @brandingexpert You NEVER want your brand to “go generic”. Trademark/Copyright laws will yank your status #brandchat

johnreddish: @andrewmueller Q1 OK, once U have category dominance, it can B a nice problem to have, or not #brandchat

brandingexpert: Awareness ≠ brand value or anything else, other than, well, awareness. #brandchat

dslatter: Q1 I see a problem if ur brand has gone generic and u try to do any brand extension- might be difficult to breakout #brandchat

bradfordshimp: @wvpmc If you are successful in any way, you are going to have people trying to cash in on that in the SEO dept. #brandchat

johnreddish: @brandingexpert Agreed, enforcing TM and copyright once generic can be nightmare. #brandchat

neilmckenzphoto: Q1: Agree with @brandingexpert – if your name goes generic you may lose your intellectual property rights. #brandchat

wvpmc: I don’t see value in brand going generic – sustainability built on buy-in to your unique value proposition #brandchat

bradfordshimp: Instead of fighting to control its brand, a company whose brand has gone generic should boast about being the TRUE brand. #brandchat

brandingexpert: RT @andrewmueller: can a brand go generic without positive brand value/equity/sentiment? #brandchat Sure: The Edsel. #brandchat

johnreddish: @andrewmueller Q1 Good question. Brand equity in market mind normally positive. If negative, U have other problems #brandchat

wvpmc: @bradfordshimp that’s always a hard sell – once the brand has gone generic the cheese has moved #brandchat

andrewmueller: @brandingexpert there are actually two seperated issues, brand name going generic, and/or brand name being uses as a verb #brandchat

bradfordshimp: @brandingexpert Brand going generic means that it has been adopted into the popular conscious to me. Is this bad? #brandchat

johnreddish: @brandingexpert But, as I recall, the brand became generic after brand failed. Generic problem is 1 4 active brands, like Coke. #brandchat

brandingexpert: IMHO, products/services that aren’t branded are generic commodities, susceptible to price alone. #brandchat

bradfordshimp: @brandingexpert I would say losing your uniqueness is the cause of the brand losing value, not the cultural adoption of the brand #brandchat

DrFernKazlow: Q1 – Seems this discussion speaks to the art of branding – getting clear dominance and maintaing distinctiveness. #brandchat

brandingexpert: @brandchat If yours becomes generic, you’ve wasted money selling the category to the public, not your brand, #brandchat

BobonBusiness: #brandchat Q1-competetive advantage in price & product r short lived now, so the brand value must be established early to hit life cycle

Q2: What r ur thoughts about this statement-Perhaps we ask too much of SM practitioners. Some are engagement experts. Some are technology experts. The team managing engagement doesn’t necessarily need to manage measurement itself.

johnreddish: Q2 – different skills sets. should be shared. tough when SOHO, where you do it all. #brandchat

DrFernKazlow: @johnreddish Q2 – Yes – Different skill set – most ppl not expert in both arenas – often handled by one – need 2 creativly deal #brandchat

Q3: What best practices have U seen 2 integrate cust. servce, HR, admin to company brand?

bradfordshimp: Q3 – Make the people in your company the brand. Build up a culture and let it spill over to create a great brand. #brandchat

kendallthiessen: @bradfordshimp Agree. Brand is “consumer” perception of a value/uniqueness in something. #brandchat

JeanSFleming: #brandchat cust svc is where brand lives; one bad call cancels brand equity.

bethlapierre: Q3 you should be investing just as much on the internal as the external #brandchat #brandchat

dslatter: Q3 first you have to articulate what “living the brand” means to employees #brandchat

bethlapierre: Q3 I’ve seen how it doesn’t work. Talking scripts, spam + cheesy presentations. #brandchat

jemcgrew: Q3: The best practice of integrating Cusomter Service, HR and Admin could be the Home Depot, Walmart, Targets of the world. #brandchat

jemcgrew: Q3: They tie their values and benefits to their service and employee expectations. Doesn’t always work, but a good model #brandchat

johnreddish: Q3 – Have seen initiatives but nothing as comprehensive as suggested by Q3. 2 many turfs impacted w/o strong top mgmnt support. #brandchat

neilmckenzphoto: Q3: Nuturing the brand is the job of mgmt and result of leadership. Otherwise only folks who are there for the paycheck. #brandchat

brandchat: RT @JeanSFleming: #brandchat cust svc is where brand lives; one bad call cancels brand equity.

BrandAide: Jumping in late… Q3: Zappos will pay emp to leave after training to maintain associates who are dedicated to the brand #brandchat

bethlapierre: Q3 best practices for customer service used to be jetblue… #brandchat

mcolacurcio: Q3 – Costco has done a great job locally. Ppl shop there b/c of the great value/experience. People work there 4 same reason. #brandchat

johnreddish: @bradfordshimp IP laws give some protection v competitors. Consumers are free to act. Can make big diff in how brand supported. #brandchat

brandingexpert: @mcolacurcio Yes: Theoretically, Costco, WalMart & Target could all be generic “cost saving box stores”. #brandchat

pmarckworth: Q3 a company needs brand ambassadors inside the company as well as outside #brandchat

bethlapierre: Q3 shoes for crews guarantees $50 shoes with $5,000 warranty #brandchat

nrohrbach: Q3: reward your employees, when you share the success and profits with them they will care more about the company brand. #brandchat

bethlapierre: Q3 for best practices look to the luxury brands- sachs, ritz, et al have been doing this since inception #brandchat

nrohrbach: You would never want a work environment that yields employees who are ashamed 2 put their employer on their social media profile. #brandchat

kendallthiessen: @bradfordshimp I agree. Preventing bad/competitive assoc with brand good; preventing use by customers less compelling #brandchat

andrewmueller: Q3 employ the same tenets of SM internally as externally (transparency, authenticity, + open communications) as part of culture #brandchat

Q4: How do U work w/a superstar – a personal brand this is even more well known than the company brand but they are employed by company?

neilmckenzphoto: Q4: Will the brand of a company with a great leader will be enhanced by the personal brand of this leader? #brandchat

bethlapierre: Rockstar Energy Drinks are dealing with this currently- owned by right-wing radio talkshow host Michael Savage #brandchat

johnreddish: @getresults Q4 If co owns name & IPrights, it’s about brand mgmnt. If pers brand owns IP, it’s Licensor relations. #brandchat

andrewmueller: @neilmckenzphoto depends on whether or not that “great leader’s” brand resonates with the companies customers #brandchat

johnreddish: @andrewmueller yes, the “FIT” is an element to consider, as well. #brandchat

mcolacurcio: @brandingexpert If culture is a subset, does a brand strategy need to take into account the personalities of those at the top? #brandchat

JeanSFleming: @neilmckenzphoto depends on where the equity flows: to co or to individ; Jack Welch is good example. #brandchat

bethlapierre: RT @brandingexpert: “Personal branding” is a myth. #brandchat

brandingexpert: @johnreddish Every time I hear about a “personal brand” I know I’m dealing w/ ego instead of biz issues. #brandchat

neilmckenzphoto: Q4: It seems to me that the Jack Welch personal brand was not all positive for the GE brand. #brandchat

brandingexpert: Jack Welch as a personal brand? Which part – CEO of GE or philandering ego maniac? Hmmmm…:D THERE’S your personal brand! 😀 #brandchat

johnreddish: @brandingexpert yes & no. MJ is a brand, a personality, a person, & there is a mkt perception. Ego is in every product. #brandchat

andrewmueller: @bethlapierre and these personal brands resonated w/ their companies, inspired employees, wowed influencers + attracted customers #brandchat

bethlapierre: @andrewmueller yes and you can’t fake that or train for it. if someone’s a jerk people know it. #brandchat

JeanSFleming: #brandchat Q4: Charismatic leader = good brand: Virgin/Richard Branson; does his aura make for a better airline/record store/whatever?

dslatter: Personal brand is what it’s all about in many small biz, especially service areas where relationships are key #brandchat

JeanSFleming: @billfromsc Totally agree; Good customer svc = loyalty, positive WOM. #brandchat

billfromsc: @neilmckenzphoto Q4: but I don’t think Welch was ever identified with GE the way Jobs is with Apple. #brandchat

neilmckenzphoto: Q4: @billfromsc – GE was a client of mine. Many worshipped Welch, others thought he was a bum. #brandchat

nrohrbach: @mcolacurcio no kidding, if brand = reputation, how did some of these clowns get elected? #brandchat

Pitch, Plugs, C2A etc.

mikedmerrill: Primer on brand equity http://www.mikemerrill.com #brandchat #htarmy

johnreddish: @getresults@getresults – Tweet me 2 learn more re my new e-book “Protect & Manage Your IP – You Need a Plan” avail 8/1 #brandchat

brandchat: B sure to join us on the Facebook page 2 post UR ideas for topics 4 next week, http://tinyurl.com/brandchat-FB (expand) #brandchat

johnreddish: @getresults – thanks to @brandchat for great leadership today. See you all in 2 wks. Am off to #nsa09 Convention. #brandchat

brandingexpert: The book that my competitors buy in bulk (I kid you not): http://www.RevengeOfBrandX.com And drop by http://www.robfrankel.com #brandchat

dslatter: Pitch time- CustomerCSI: we are here to help you better understand your customers, let us ‘investigate’ them for you 🙂 #brandchat

neilmckenzphoto: Pitch: My course Artrepreneurship at the Center For Innovation (MSCD) will start this fall. No Starving Artists! #brandchat

DrFernKazlow: Talk to me about PowerConnecting – to “Get Bigger” in you biz, branding, SM and in your life. #Brandchat

pmarckworth: Pitch: I develop brands that attract attention, engage interest and deliver on your promise. See you next week. #brandchat

GetResults: – Tweet me 2 learn more about my new e-book “Protect & Manage Your IP – You Need a Plan” avail 8/1 #brandchat

RobAdvertising: @bethlapierre http://www.fuelyourbranding.com/ is a great resource! #Brandchat

WAleasing: RT @McCourtRealtor @pmarckworth a company needs brand ambassadors inside the company as well as outside #brandchat www.wabrokers.com

Thanks to John Breiner, Marketing Manager, Best Buy for joining us on the chat this past Wednesday! And, many, many thanks to @neilmckenzphoto for bringing him to the chat and for suggesting our topic:  Best Buy’s Connect initiative.  It was a great discussion by all with some terrific pearls of wisdom on being authentic and transparent in your branding.

The discussion also yielded some great tips on putting forth guidelines for employees in engaging social media.  Enjoy the recap!

Q1:Best Buy uses SM connection http://bbyconnect.appspot.com/ Listening in2 employees tweets + what’s UR branding advice/fears?

Brad42Fish: The biggest power and concern with SM is how employees can tweet, blog, and more without censure of corp. #brandchat

bernierjohn: We’re experimenting, and are trying not to afraid to fail, becausewe go in konowing we will at some point, we’re all human. #brandchat

Brad42Fish: If done correctly, employees using SM can build stronger brand. if done incorrectly, it can tear brand apart. #brandchat

andrewmueller: @bernierjohn do the C level execs participate and lead by example #bestbuy #brandchat

Michael_B_Moore: Branding is all about relationships – insinuating yourself into your consumers’ lives. SM can be an important tool in that. #brandchat

johnreddish: @Brad42Fish Yes, SM can build brand – co’s need to see SM as one more tool and not be afraid to encourage participation, sharing. #brandchat

neilmckenzphoto: Q1: I think Best Buy has the right attitude of experimenting – new ground to plow here. Maybe great crops may some weeds. #brandchat

johnreddish: @andrewmueller I see more and more C types jumping in. I’m shaming some of my clients into joining and they are loving it. #brandchat

bernierjohn: @tmonhollon we’ve got guidelines in place that designed to protect us from ourselves 🙂 Basically, be human, don’t be stupid. #brandchat

andrewmueller: @bernierjohn do you have a “rules of engagement” that act to guide employees as to when and how to engage? #bestbuy #brandchat

Brad42Fish: How does a company stop one pissed off, ignorant, misinformed, or loose-lipped employee from ruining brand? #brandchat

nrohrbach: Q1: I’d be afraid of what comes of a disgruntled employee via SM. Even I’m prone to venting on twitter from time to time #brandchat

McCourtRealtor: RT @neilmckenzphoto Q1: I think Best Buy has the right attitude of experimenting – new ground to plow here.Mayb gr8crops or weeks #brandchat

mjbraide: #brandchat I like everything about what Best Buy is doing except the handle Twelpforce. Sounds really odd to me. Bestweet?

DrFernKazlow: @brandchat @brad42fish That’s why training incl brand communication critical. Suitability 2 engage in SM new criteria in hiring. #Brandchat

tmonhollon: @bernierjohn It’s a balance you must strike. Trust comes into play in a major way in this economy. On both ends, co and ppl. #brandchat

DavidSandusky: RT @bernierjohn: we just need to be ready to learn, react, change something on the go. #brandchat

johnreddish: @nrohrbach venting is fodder for corrective action and building. Open the dialog and defenders can feel free to jump in. #brandchat

nrohrbach: Q1: and what would encourage employees to tweet while representing BB, if the repercussions effect their honest living #brandchat

IMAGEidentity: So if they are let go or it doesn’t work out they still respect the brand #brandchat

tmonhollon: @IMAGEidentity In large, spread out organizations, this is a huge, important challenge. #brandchat

neilmckenzphoto: Q1: @brad2fish Every company has employees that don’t represent the brand well. You deal with them as you would before SM. #brandchat

nrohrbach: @johnreddish I agree, but what company wants to have to jump in on “I hate my boss, our company is pathetic” #brandchat

andrewmueller: @Brad42Fish great Q, i guess the answer is to develop a culture that prevents employees from becoming pissed or resolves issues #brandchat

brandchat: RT @nrohrbach Q1: what would encourage employees 2 tweet while representing BB, if the repercussions effect their honest living #brandchat

DrFernKazlow: @bernierjohn @mjbraide Agree something > original would be better – don’t like twelpforce for sure! #Brandchat

tnehren: Consumers or employees will talk in SM, regardless of whether or not you decide to listen #brandchat

Brad42Fish: @neilmckenzphoto but when an angry employees was mad in the old days, he couldn’t reach millions in seconds. #brandchat

mariaduron: #brandchat @bernierjohn I agree not every1 will agree w/name. How do U handle employee complaints?

tmonhollon: @tnehren But the question for many companies is, what are they doing with their time on the clock? #brandchat

bernierjohn: @tmonhollon agree 100%. It’s a fragile thing, trust is. We’re trying, and giving an honest effort. Hopefully we get credit. #brandchat

IMAGEidentity: Which means companies have to actually treat their employess well now. #brandchat

bernierjohn: @mariaduron we fire them on the spot. J/K. Feedback on functionality is logged and addressed. #brandchat

IMAGEidentity: It all comes back to a culture of Brand Responsibility #brandchat

mariaduron: @Brad42Fish Agreed! Communication is now at a much faster paste w/all of R gr8 tools, but it’s all still word of mouthn #brandchat

tmonhollon: @bernierjohn Is there an impact difference between formal SM presence on a brand’s behalf & loose association like “I work for”? #brandchat

pmarckworth: my impression from bbyconnect is that employees are positively engaged with their work and their company #brandchat

andrewmueller: @Brad42Fish If the employee has a legitimate gripe it is dangerous, if it is unfounded it will be seen as such-solve legit gripes #brandchat

mjbraide: #brandchat Q1 Companies get more credit for letting employees vent than they lose for whatever bile might come out.

bernierjohn: @brandchat they haveto have a passion for helping people. I think it’s a simple yes or no queston. Are you willing? #brandchat

tmonhollon: @andrewmueller I also think legally, issues like defamation and libel are tricky territory for cos on the HR side. #brandchat

DavidSandusky: Q1 SM enforcing said values toward acted on values re: employee relations=good for all #brandchat

johnreddish: @Brad42Fish reaching millions has 2 sides. those who will say “that doesn’t jibe” & those (looking 4 grumble) who say it does. #brandchat

mariaduron: @neilmckenzphoto It’s still all word of mouth but at a hyper-connected pace. So it’s magnified + accelerrated #brandchat

bernierjohn: @tmonhollon I think if the individuals are noting on the SM space that they are a BBY employee, they represent i part, the brand. #brandchat

nrohrbach: Q1: I’d hate to see a company with commission based employees tweeting for the company. Could you truly trust a salesperson? #brandchat

Brad42Fish: Does everyone at BB have access to and ability to officailly represent the brand? #brandchat

Michael_B_Moore: RT @andrewmueller: @Brad42Fish let employees bring gripe to world = opportunity to show how you solve problems and R a great co #brandchat

johnreddish: @nrohrbach If you can’t why are they working for you? Everybody who gets a W-2 or a 1099 is a company/brand rep. #brandchat

bernierjohn: Knowigwere your problems are,whether the news comes from employees or cust is the fastest way to get them fixed. #brandchat

DavidSandusky: Q1 recruiting strategy-hire brand champions/passion, Honest and respected communications always. biz IS personal #brandchat

johnreddish: @DavidSandusky I used to think that “trust thing” was confined to those over 30, am more liberal with age now. #brandchat

tmonhollon: @Brad42Fish But look at the examples of where it goes from informal @Agent_M was an intern,now an “official” presence for Marvel. #brandchat

Q2: What’s UR thoughts about BestBuy Connect? Curious 2 know if ppl can start disc topics or only comment on ones BB employees R tweeting about?

Brad42Fish: How much info can you effectively share w/ cust.s? Do cust.s care that you just changed compinsation plan? #brandchat

bernierjohn: @brandchat everyone, yes. #brandchat

brandchat: @bernierjohn What r ur steps in training ppl? I’ve seen @zappos culture manual. Do U have something similar or a system? #brandchat

johnreddish: @Brad42Fish customers buy and care for their own reasons, Showing the flag provides a constant positive reminder you are there. #brandchat

bernierjohn: @brandchat BBConnect is a feed of cnversations happening, so if you want to engage in a convo, it will be shared with all #brandchat

tnehren: @tmonhollon I don’t think BB is doing it to track employee’s use of time on clock, but monitor internal brand sentiment #brandchat

andrewmueller: @bernierjohn what happens if the BB doesn’t like the way someone engages but they are within guidelines? Sensoring may B an issue #brandchat

bernierjohn: @brandchat we hv guidelines, but are taking the approach that wisdom will come frm experience. Be yourself, be helpul, be human. #brandchat

andrewmueller: @Brad42Fish Doesn’t really matter, it’s not forced down their throats, but all searchable and there to be found if wanted #brandchat

bernierjohn: @andrewmueller not really, that’s someone who wrks for us, so we accept it. He’ll hear it from his peers… #brandchat

andrewmueller: @McCourtRealtor All someone has to do to begin a topic is to tweet to the BB connect acount and a response would begin the thread #brandchat

nrohrbach: @DavidSandusky it’s a lot different in retail, Huge difference b/w selling your company and brand A vs brand B in store #brandchat

bernierjohn: @tnehren better use of down time too…it’s also a powerful “geo-local” tool. #brandchat

neilmckenzphoto: Q2: BBConnect really caught my eye! What a great way to reinforce the corp culture and tell the world that BB listens! #brandchat

brandchat: @bernierjohn U may hv answered this + it got lost in shuffle. Can customers start topics or only employees on BBconnect? #brandchat

McCourtRealtor: @neilmckenzphoto I was impressed + had never heard of it and I’m a BestBuy shopper galore! #brandchat

andrewmueller: @bernierjohn great! You are all learning together and setting an example for others – should blog about this learning exp too. #brandchat

neilmckenzphoto: Q2: The BBConnect seems to really fit in with their ad depiciting a customer calling from a Walmart to get prod expertise. #brandchat

bernierjohn: BBConnect is a feed of cnversations happening, so if you want to engage in a convo, it will be shared with all #brandchat

johnreddish: @neilmckenzphoto the call from the WallMart store is deliciously good marketing. #brandchat

andrewmueller: @brandchat All someone has to do to begin a topic is to tweet to the BB connect acount and a response would begin the thread #brandchat

brandchat: @bernierjohn How long has BBconnect existed + how R u measuring its success? Internally + externally? #brandchat

bernierjohn: Most employees said the Wal-Mart spot was a long time coming. They area fierce competitor, no doubt. #brandchat

bernierjohn: @brandchat In it’s current form, not long. Measurement right now will be employee engagement, and user feedback. #brandchat

andrewmueller: @nrohrbach do you think that employee should remain an employee? No, but if the gripe is legit the company has failed anyway #brandchat

Q3: What’s UR definition of co-branding + recommendations?

IMAGEidentity: I think the credit card industry in the late 90’s #brandchat

Brad42Fish: Co-branding works when the two brands make sense together. #brandchat

johnreddish: @getresults – Co-branding is “guilt by assn” & can B great thing. If mutually reinforcing, do it and do it often. #brandchat

IMAGEidentity: Cobranding was hot when I was in that industry #brandchat

neilmckenzphoto: Q3: Are you in effect “co-branding” by the customers you have served? #brandchat

nrohrbach: @andrewmueller I’d certainly accept & learn from my failure, but I don’t think broadcasting it to the masses is the right move #brandchat

bernierjohn: @brandchat Retailers are notorious for co-branding, and BBY’s not perfect. Got 2 show why we are the place to get the “thing”. #brandchat

Brad42Fish: Teh biggest challenge of cobranding is not getting so tied to the other brand that you can’t stand on your own. #brandchat

IMAGEidentity: I saw many brands tarnished by Banks making customers mad. #brandchat

DavidSandusky: co-branding: don’t know what that means. co-marketing I get, brand would be experienced w/one of the COs #brandchat

johnreddish: @nrohrbach empathy sells lots of products/services. They love UR humanity and buy more, if they feel it’s genuine. #brandchat

mariaduron: Rt @RogersFord@neilmckenzphoto It is impt 2 communicate corp culture 2 every1 + thru every1 + ppl want 2 b listented 2 ALWAYS. #brandchat

DavidSandusky: Q3 during merger, one brand always wins. co-marketing yes, co-brand, no #brandchat

bernierjohn: Q3: Who do you think gets the blame if a product sold via co-branding goes bad, a retailer, or MFGR? #brandchat

McCourtRealtor: @bernierjohn I agree – U R the place where I get my things. So, why don’t I know of this bbconnect? Do U comm. in store? #brandchat

pmarckworth: RT @Brad42Fish: The biggest challenge of cobranding is not getting so tied to the other brand that you cant stand on your own. #brandchat

brandchat: RT @bernierjohn Q3: Who do you think gets the blame if a product sold via co-branding goes bad, a retailer, or MFGR? #brandchat

johnreddish: @DavidSandusky Yes, most joint initiatives shoud probably be considered a “co-marketing” effort, not a “co-branded.” #brandchat

neilmckenzphoto: @davidsandusky Like Chase and Washington Mutual or whatever the name of that company was. #brandchat

Brad42Fish: Interesting deliniation between co-branding and co-marketing. #brandchat

mariaduron: @DavidSandusky I agree, David. Always 1 brand lands on top. Seeing it happen w/sears + kmart now. #brandchat

bernierjohn: @McCourtRealtor very, very new initiative. The egg just hatched. You will see comms aimed at “@twelpforce” awareness soon. #brandchat

neilmckenzphoto: Q3: @bernierjohn Blame goes to both and more to whomever is closest. #brandchat

Brad42Fish: The chalenge of separating co-marketing from co-branding is that your marketing becomes a part of your brand. #brandchat

pmarckworth: @neilmckenzphoto Chase bought WAMU – a buyout, not a co-anything. WAMU is gone. #brandchat

McCourtRealtor: @bernierjohn Oooooo, luv being there 4 new hatchlings! Was curious. Really like the instore experiencen + hoping 2 c it in SM #brandchat

tmonhollon: @Brad42Fish Is co-branding more apt when a company’s own brands are affiliated together, co-marketing is different co’s promos? #brandchat

johnreddish: @bernierjohn when the customer gets a “failed experience” everyone suffers. #brandchat

DavidSandusky: @Brad42Fish if two brand share identical values and experience, it is one, market that #brandchat

bernierjohn: @McCourtRealtor all we can promise is you will get our best effort, but our employees passions shld be evident. #brandchat

Brad42Fish: If you become a part of another brand, or if they become a part of yours…can be good, can be sticky. #brandchat

DrFernKazlow: @mariaduron @davidsandusky Co-branding- 1 lands on top or both can be damaged. Won’t win equally. Co-marketing can work.. #brandchat

johnreddish: @Brad42Fish Absolutely, customers seldom differentiate between co-mkt and co-branded. It’s their total experience that counts. #brandchat

johnreddish: RT @Brad42Fish: If you become a part of another brand, or if they become a part of yours…can be good, can be sticky. #brandchat

andrewmueller: @bernierjohn so from there someone from BB could reply and a convo started? #brandchat

andrewmueller: There is no such thing as Co-branding, Co-marketing yes but your “brand” is always distinct! #brandchat

DavidSandusky: Q3 mfg product does not live up to brand promise, retail and mngr both fail-work together! #brandchat

DrFernKazlow: Agree about co-marketing. How do you share a brand- a personality, being the solution to their problem. #brandchat

johnreddish: @brandchat Q3 – customer in slightly different position w dealers v licensees, but experience is overriding issue. #brandchat

Q4: Discount Tire also jumps in on using Twitter for communicating their brand http://bit.ly/W6X2Q Thoughts?

andrewmueller: @Brad42Fish yes! the co-marketing effort, companies, and products associated, affect your brand #brandchat

IMAGEidentity: Everything you do effects the brand so co-brand or co-marketing has the potential to make or break a brand. #brandchat

bernierjohn: yes, the convo is actually happening on twitter. BBCnnect functions like friendfeed, basically. #brandchat

PaulFlanigan: @bernierjohn MFGR = product, RTLR = Experience. RTLR should know the customer lifestyle needs, thus be the filter. #brandchat

DrFernKazlow: I think we are “lumping” dif situations together & hard 2 generalize. There r mergers, co-marketing efforts, hostil takeovrs… #brandchat

brandchat: RT @bernierjohn @McCourtRealtor all we can promise is you will get our best effort, but our employees passions shld be evident. #brandchat

neilmckenzphoto: Q4: Have used Discount Tires for years, they rock! I have recommended them and now I can use twitter to do so – and get a thanks #brandchat

johnreddish: @andrewmueller can get muddled – depending on integration of the two – such as Eddie Bauer editions of cars #brandchat

bernierjohn: @PaulFlanigan does a failed product contribute to a failed experience? #brandchat

mariaduron: Transparency is the key to convos in SM! Appreciate that BestBuy embraces same philosphy. Can only promise 2 do best. #brandchat

pmarckworth: @andrewmueller encompasses wide range of mkting activity involving use of 2 brands from Co-Branding: The Science of Alliance” #brandchat

andrewmueller: @johnreddish Eddie Bauer remains a distinct “brand” that is affected by every product it puts its “mark” on #brandchat

DrFernKazlow: @pmarckworth @andremueller Is Alliance branding – I don’t think so. Think its marketing or alliance… #brandchat

johnreddish: @andrewmueller but it, like other licensors, can be tarnished by licensee actions. Yes, the “affect” can be significant. #brandchat

Pitch, Plugs, C2A, etc.

McCourtRealtor: PITCH: Send positive thoughts statements, quotes+questions about the real estate industry our way, pls. Thanks brandchatters! #brandchat

neilmckenzphoto: Pitch: Using my adv/mrktg moxy with expert photography skills to create great business and personal brand images. #brandchat

DrFernKazlow: Pitch: Time to Get Big(ger)! Talk to me about taking your biz, branding, and your life to to the next level! #brandchat

pmarckworth: thanks everyone PITCH: I’m a consultant who transforms how businesses communicate ideas through their brand. #brandchat

mariaduron: Branditos + excellent chat 2day. Thx so much 2 @neilmckenzphoto 4 inviting@bernierjohn 2 2days chat. Hope 2 c u 4 future chats! #brandchat

nrohrbach: Pitch: Turning ideas into successful businesses. Launching collaborative online tool 4 SMB & individs http://www.ideaanglers.com #brandchat

DavidSandusky: @neilmckenzphoto and people like your blog on Your Brand Forums! http://bit.ly/LMUYq (expand) #brandchat

brandchat: PITCH: Pls join our Facebook group, http://tinyurl.com/brandchat-FB (expand) Would really like 2 get our FB Vanity URL + need fans! 🙂 #brandchat

Another great, insightful, valuable #brandchat this past Wednesday!  Loving the thoughts, insights, resources and links!   The best thing about #brandchat is YOUR insight and input!

Q1: Sustainable brand strategy includes employee engagement. What advice would you give to new internal brand managers?

BaerDesignGroup: @brandchat Articulate brand promise. It is a promise that all should keep. Build excitement around promise and the brand story. #brandchat

Michael_B_Moore: Q1 – the brand (positioning/strategy/culture) must be made tangible & accessible to all. BM’s must be internal evangelists. #brandchat

merylevans: Q1 Everyone in this company represents our brand — not just the product or service. #brandchat

DavidSandusky: Q1 advice to new brand managers: be excellent at communicating brand values to all, esp sales and mktg #brandchat

mariaduron: #brandchat, every1 exhibits+exudes the brand of a company. In order 2 deliver on corp brand promise, every1 needs 2 know what it is

DavidSandusky: RT @merylevans: Q1 Everyone in this company represents our brand — not just the product or service. #brandchat

andrewmueller: Q1 get the C level Execs to begin the dialog and remain active… Internal SM is a cultural change – must come from the top #brandchat

Michael_B_Moore: Q1 also – those cos. where corporate culture reinforces brand essence do best. Think Nike, Apple, Patagonia, etc. #brandchat

McCourtRealtor: @mariaduron I agree. Communication is so vital. Even ppl answering phone 4 day need 2 know Nvr get 2nd chance @ 1st impression #brandchat

DavidSandusky: Q1 culture brand is vital in recruiting process. what is it really, where is it going, who gets us there? #brandchat

pmarckworth: Q1: start with the natural influencers – educate them on brand promise – get them excited & the word will begin to spread #brandchat

BaerDesignGroup: @brandchat Is your brand story accessible to every employee? If the press calls, can they tell the story you want told? Access. #brandchat

McCourtRealtor: R there really internal brand mgrs? I’ve seen external + internally they expect HR to perform that function #brandchat

andrewmueller: Create a SM engagement policy including “rules of engagement” for employees so they understand what is a proper interaction #brandchat

Michael_B_Moore: Q1 – focus on creating an internal culture that reinforces the brand, and apply incentives to encourage brand building behaviors. #brandchat

andrewmueller: Q! Identify SM rockstars those that are naturally engaging an love representing the company #brandchat

pmarckworth: @andrewmueller Yes, make sure people know how to behave on-brand as well as speak the brand #brandchat

andrewmueller: Q1 Activate the rockstars in the venues where your customers are (your own website is often not the best venue) #brandchat

Jeff_Burton: educate and engage employees at all levels into the strategy #brandchat

Michael_B_Moore: Q1 re: internal v. external BM’s – BM’s have internal & external duties. Branding/marketing doesn’t only apply to consumers. #brandchat

pmarckworth: Q1 It absolutely must start with support at the top – that’s make or break for success #brandchat

Q2: Is there such a thing as re-branding?

merylevans: Q2 Of course — many businesses have rebranded… KFC, Pizza Inn’s new logo, Pepsi’s Obama-like logo. #brandchat

BaerDesignGroup: @brandchat Most re-branding is brand evolution. Brands evolve. Re-

branding loses all brand heritage.#brandchat

brandchat: @merylevans Rebrand or brand evolution? Or is that just semantics? #brandchat

DavidSandusky: Q2 re-brand happens when a significant change in experience is required to succeed #brandchat

andrewmueller: Q1 Be real, encourage employees 2 interact not just speak brand it’s the values that come across thro interaction that rep brand #brandchat

McCourtRealtor: @andrewmueller Yes, I agree w/U again. It’s not just scripts, it has 2 b genuine, sincere, transparent #brandchat

Jeff_Burton: ‘rebranding’ cannot be classified as a new logo. a brand, as we all know, it much deeper than a name and a logo #brandchat

Michael_B_Moore: Q2 My biggest rebranding ex. is Japan. I’m old enuf to remember when “Made in Japan” meant something 180 deg. different than now. #brandchat

merylevans: Q2 Rebranding also occurs when a lot of time has passed and business needs reviving to reflect modern times or customer thinking. #brandchat

DavidSandusky: Q2 evolution/innovation required but stems from core; rebrand is change in core and series effort #brandchat

Michael_B_Moore: Q2 The biggest thing is that there has to be integrity to rebranding. Can’t just be hollow spin. #brandchat

DavidSandusky: @Jeff_Burton yes, that is marketing which may or may not represent the brand #brandchat

andrewmueller: Rebrand happens when enough customers come to the same “changed feeling” about your brand, it is not simply changing your message #brandchat

merylevans: Q2 Take Kentucky Fried Chicken. Everyone called it KFC, thus the company changed to reflect that and revive brand. #brandchat

DavidSandusky: @merylevans I don’t agree, KFC changed how they refer to themself, the brand did not change #brandchat

JasonCBlais: @brandchat There is a significant difference between “rebranding” and “updating your brand” as well #brandchat

Michael_B_Moore: Q2 The US economy & dollar are going to require some serious rebranding – as Obama rebrands the country around the world. 🙂 #brandchat

Jeff_Burton: brinks is set to rebrand despite awareness being at an all time high http://adage.com/article?article_id=137686 (contract) #brandchat

Q3: Agree/Disagree – 10 tips on how Michael Jackson became brand icon http://bit.ly/fV6C1

JasonCBlais: Change when change is not necessary is less expensive and takes less time than change in response to crisis #brandchat

DuetsBlog: Q3: Like everything else in this world, depends on situation/person/timing. Those 10 things may not help the next icon… #brandchat

McCourtRealtor: Q3: I’m not sure I agree w/the LET GO and DIE YOUNG I don’t think those R have-to’s in branding #brandchat

brandchat: RT @DuetsBlog Q3: Like everything else in world, depends on situation/person/timing. Those 10 things may not help the next icon #brandchat

pmarckworth: Q3 MJ was unique, memorable, believable and important to his fans – the essential elements of any brand #brandchat

Michael_B_Moore: Q3 Perhaps daunting for most to consider dying young as strategy to reach icon status. Not sure about that cost/benefit analysis #brandchat

DavidSandusky: Q3 Die young – now way, great brands never die! #brandchat

pmarckworth: RT@Michael_B_Moore Q3 Perhaps daunting for most to consider dying young as strategy to reach icon status. <Agreed!> #brandchat

Jeff_Burton: RT @DavidSandusky all the ‘brand’ hype started after he died. let’s give it some time to see if he was a sustainable brand #brandchat

McCourtRealtor: @brandchat – letting go 2 me means not having any strategy to UR brand, as I read it. U set foundation, then fans will engage #brandchat

DavidSandusky: @andrewmueller as any great personal brand right. It is bigger than the individual #brandchat

andrewmueller: “Sustainable brand” has two meanings 1- longevity and health in marketplace, 2 – actions rep sustainability for the planet #brandchat

McCourtRealtor: @Jeff_Burton Yes, I agree…it all happened after he died. I’m 4 the wait + C 2 c where goes #brandchat

merylevans: @Jeff_Burton @davidsandusky He might be like Elvis, or he might not. Music biz will likely re-issue lots of things to capitalize #brandchat

andrewmueller: Q3 Elvis was a great cultural icon, MJ was the same…He has left an important body of work to society…his brand may be imortal #brandchat

Q4: Why DM on Twitter? How can it help your company brand/branding?

andrewmueller: Q4 branding includes times when private interactions between company and customer are neccessary #brandchat

DuetsBlog: @Brandchat Changing the context a bit-start early w/ a strong sense of brand, break out in ur industry & be visible #brandchat

merylevans: Q4 DM on twitter keeps out tweets that don’t belong in public or would clutter twitter stream. It shows respect and connection. #brandchat

pmarckworth: Q4: Some messages are not public. It can more convenient to DM rather than email or phone. #brandchat

Jeff_Burton: Q4 allows for a personal connection with the customer. shows the brand is real #brandchat

DavidSandusky: Q4 DM are where the real relationships start -> phone and in person mtgs is ultimate result for me #brandchat

DrFernKazlow: @brandchat Q4 Gr8 oppty 4 connection. Getting > diffcult w/ all the dm noise. But U standout if done right! #brandchat

McCourtRealtor: @Jeff_Burton I see so much SPAM in DM that I cannot C real convos there 😦 #brandchat

DrFernKazlow: RT @DavidSandusky: Q4 Agree dm’s are where you take relationship to the next level – phone, person, email. #brandchat

Jeff_Burton: @McCourtRealtor the DM should only be initiated in select situations by the brand #brandchat

Michael_B_Moore: Q4 is it me, or have DM’s been co-opted by less desirable messages/motives? My exper. is that many don’t even read them. #brandchat

McCourtRealtor: Q4: Those auto DMs are what kill me. Don’t they know that’s a bad refleciton on their brand – regardless. #brandchat

darlingray: Great reminder! RT @pmarckworth: Q4: Some messages are not public. It can more convenient to DM rather than email or phone. #brandchat

pmarckworth: Q4: dm’s offer a direct connection that stands out and can reflect your company’s brand promise to that person #brandchat

mariaduron: @Michael_B_Moore I agree w/U. I’ve stopped reading my DM’s + have lost some good one just b/c of flood of DM spam! #brandchat

andrewmueller: @Michael_B_Moore agreed, without telling your audience, all you changed was your Corp ID #brandchat

DrFernKazlow: @brandchat Hi! How at 5? 1) CONNECT! 2) B relevant & add value 3) B authentic 4) B strategic 5) B in brand #brandchat

DuetsBlog: Q4 Tip: Automated DMs seem too impersonal…take the time to write a “significant”/meaningful message #brandchat

andrewmueller: Q4, I do not get many spam DM because i am selective over who I follow (no mlm) and unfollow anyone who send me spam #brandchat

andrewmueller: Automated thankyou’s for following are spam and most folks don’t realize it ( I tolorate as long as they are not marketing to me) #brandchat

DrFernKazlow: @brandchat Q$ Sometimes hard 2 tell auto dm’s – I ALWAYS add something clearly specific 2 that person. #brandchat

brandchat: RT @DrFernKazlow @brandchat Q4 Sometimes hard 2 tell auto dm’s – I ALWAYS add something clearly specific 2 that person. #brandchat

DrFernKazlow: RT @andrewmueller: @Michael_B_Moore absolutely, interaction at every touchpoint is brand experienced and all are communicating #brandchat

Plugs, Pitch, C2A etc.

Jeff_Burton: thanks for the chat everyone. #nhl free agency starts in 2 mins. have to tune in to #tsn #brandchat

DavidSandusky: I can tell you have more to say every week! Let’s add to convo. look for all recaps here: http://bit.ly/dkSy7 (expand) #brandchat

brandchat: B sure 2 join our facebook page at http://tinyurl.com/brandchat-FB (expand) 2 get a heads-up on ?’s/topics + 2 contribute ?’s + topics #brandchat

merylevans: My main id is @merylkevans (this is chatID). More about me at http://tr.im/meryltwitter #brandchat

DrFernKazlow: Plug:Lic psychtrpst/biz&brand cnsultnt: Get Big(ger) thru PowerConnecting: take ur biz & ur life 2 next level #brandchat

neilmckenzphoto: Plug: 30 year marketing/advertising veteran now providing great business and personal brand photography in Colorado. #brandchat

pmarckworth: Plug: I’m a branding consultant who makes my clients the obvious, best choice for their target customers #brandchat