@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


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