Archive for August, 2009

Branditos had a lively, spirited discussion and there were many new brandchatters on the chat!

Remember, we are actively trying to secure a vanity URL that is much shorter and will make it so much easier for people to find us on Facebook.  Plus, as we do every week, there’s a call for questions and the place to submit those are on our Facebook wall:  http://www.facebook.com/pages/brandchat/76086901726

Here’s the recap:

Q1. Re:brandshaping thru product placement When U C product in movie, newsclip not coincident. It’s placement. How will product placement be used as word mentions in Twitter, Plaxo, photo in background on FB etc.

BrandMyCareer: Q1: Do you mean how to market brand products using social media? #BrandChat

aliciafalcone: Q1: We’ll see more sponsored conversations and hope they are disclosed as sponsored #brandchat

neilmckenzphoto: Q1: If SM is viewed as just another mrktg channel then prods will start popping up all over the place – some sponsored some not. #brandchat

brandchat: @BrandMyCareer No, more about cing products in background when doing Vlogs or YouTube or ppl mentioning it on Twitter, FB, #brandchat

aliciafalcone: Q1:I hope brands use social media as an opportunity to be more transparent and engage customers & focus less on placement #brandchat

pmarckworth: @aliciafalcone social media is an opportunity to be more transparent &more about relationships than advertising. #brandchat

brandchat: @BrandMyCareer Example: coffee mug or poster behind some1 vlogging, chatters other examples U’ve seen? #brandchat

DavidSandusky Q1 the best way to use social media re: product is for research and customer service #brandchat

neilmckenzphoto: Q1: @pmarckworth Agreed- I think the key word is “opportunity” for SM to be more about relationships – to many its advertising #brandchat

craigritchie: Twitter and the social web are forcing authenticity. Product mentions will have to be authentic, or we’ll dismiss and lose trust #brandchat

jccarcamo: sm also affords us to build brands from the inside out by engaging in relationships versus pushing out a message. #brandchat #brandchat

pmarckworth: Q1 PP makes the statement that this is the product everyone wants. I’m guessing it’s been happening on social media all along #brandchat

InnovateMarCom: Q1 – Placement will be more subtle. U will see more brands monitoring & RT brand mentions initially. Authenticity is key. #Brandchat

BrandMyCareer: Q1: @brandchat OK! How to create good opportunity and engage more clients to my products using SM? #brandchat

jccarcamo Q1:sm also affords us 2build brands from the inside out by engaging in relationships versus pushing out a message. #brandchat

aliciafalcone: Agree with @davidsandusky Social Media excellent for research and c/s. Both examples of engaging the customer and transparency #brandchat

LoisMarketing: Agree w @jccarcamo — relationships & followings built via meaningful and “fun” tweets from motorsports teams/drivers #brandchat

InnovateMarCom: Q1 Cont – Then I think brands will embrace other means such as sponsorship. Things like hosting chats like this! #Brandchat

sethgray: Q1: SM has leveled the playing field- now consumers have as much reach & impact as a $1M ad/prod placement budget #brandchat

LoisMarketing: Drivers @TonyKanaan and @MaxPapis are great examples as is @RuBarrichello who won the Formula 1 race over the weekend #brandchat Q1

BrandMyCareer: Q1: Are you agreed that SM is only for relationship/networking/opportunity not advertising? #BrandChat

sethgray: @BrandMyCareer Q1: depends on how you define “advertising.” if advertising = broadcasting, then yes. #BrandChat

Q2: Is UR personal brand independent of corporate or biz brand?

jccarcamo: Q2: I try to keep it separate, but there’s so much to cross over because you become part of your organization. #brandchat #brandchat

neilmckenzphoto: Q2: My personal brand is my bus brand since I am a sole proprietorship. For others the two are intertwined as well #brandchat

InnovateMarCom: Q2 – Great question. Yes and no. Both brands influence the other. U have 2 be who u r. If there is a big difference…problem! #Brandchat

imagirlscout: Q2 Personal vs. Biz brand … depends on the business/corporate/organization environment. #brandchat

pmarckworth: Q2 corporate/ biz brand is just one element of your personal brand, but your personal brand is so much more. #brandchat

LoisMarketing: #brandchat Q2 — definitely intertwined for me as well!

mariaduron: @neilmckenzphoto Agree w/U, Neil. I’m in same boat + find it difficult if not impossible 2 dissect 1 from other #brandchat

imagirlscout: Q2 Even if company deems separate personal/biz, I believe personal elements are still important. #brandchat

aliciafalcone: Q2: For entrepreneurs, difficult to distinguish but believe they need 2b different. PB greatly influences small biz brand. #brandchat

craigritchie: Personal “brand” and Brand can be linked, but never really the same thing, are they…? #brandchat

pmarckworth: Q2 @InnovateMarCom good point – incompatability between the 2 is a message you should pay attention to. #brandchat

kfcatoe: @brandchat: Q2: Some companies are making their employees include company name in all personal social media communications. #brandchat

sethgray: Q2: my personal brand includes aspects that don’t fit neatly in the corporate cubicle. #brandchat

neilmckenzphoto: Q2: If you work for a company with a great brand the positives will affect your personal brand. If the co brand is not so great.. #brandchat

aliciafalcone: Q2: For small biz, personal brand needs to be different from company brand at some point if u subscribe to e-myth philosophy #brandchat

mariaduron: @aliciafalcone Q2: Agreed, if 2 b inline w/emyth. Needs 2 b part of exit strat+curious when that needs 2 start in a biz #brandchat

InnovateMarCom: Do u want 2 work 4 the co if u ask this?@kfcatoe Q2. R U obligated 2 let a co. U work 4 2 borrow from UR reputation? #brandchat #Brandchat

merylevans: Q2 Employees can be brands’ biggest advocates. Co needs to take care not to try to overcontrol employee SM accts in their name. #brandchat

Q3: Can a dept of an organization operate independent of the company brand?

jccarcamo: Q3: It might be able to but it shouldn’t. The brand needs to course through all areas of an organization. #brandchat

neilmckenzphoto: Q3: Depts of an org frequently operate independent of a company brand – sure sign of poor management. #brandchat

merylevans: Q3 Depends how org sets up account. Dell does a nice job of using diff accts beginning with Dell(something). #brandchat

Michael_B_Moore: Q3: Not if that dept. has consumer facing operations. RT @brandchat: Q3: Can a dept operate independent of the company brand? #brandchat

pmarckworth: Q3 It might be a reasonable mkting choice but it should be part of the overall brand strategy not an indep. decision of the dept. #brandchat

aliciafalcone: Q3 – No, unless dept is operating as a separate div., selling something materially different in which case need diff brand. #brandchat

sethgray: @neilmckenzphoto or a poorly defined brand. #brandchat

InnovateMarCom: Q3 – Look at companies like Proctor & Gamble. Def have independent depts working outside of corporate brand. #Brandchat

Michael_B_Moore: Q3 this is why cos. that build really strong brands r typically driven by strong cultures – which reinforce/teach brand strategy #brandchat

craigritchie: I think we’re seeing a lot of social media departments operate independently from rest of company – to the benefit of the brand. #brandchat

HuebnerPetersen: Q3: On some level, all depts should work to support the comps brand, all functions in a company must work to market the brand #brandchat

mariaduron: RT @merylevans Q2 Employees can B brands’ biggest advo. Co needs 2 take care not 2 try 2 overcontrol empl SM accts in their name #brandchat

Michael_B_Moore: Q3 not sure why management would want a dept to operate independent of the characteristics that drive their brand #brandchat

InnovateMarCom: Q3 cont – If not this great misalignment in the co and the dept personality. Go for it. Think creative folk vs finance. #Brandchat

kfcatoe: Q3 @InnovateMarCom If it is part of the marketing strategy, then it will reinforce the brand identity. #brandchat

DrFernKazlow: Q3 May b reasons 4 a division 2 have diff flavor 4 their brand, but must always b continuity and alignment. #brandchat

DavidSandusky: Q3 I think each dept ought to have own mission based on core competency and match to corp vision #brandchat

sethgray: Q3: Co is made of depts. Depts of ppl. Every individual shapes the brand– even if that shape doesn’t match official brand #brandchat

DrFernKazlow: @brandchat @craigritchie Seems to indicate a problem w/ the brand or it’s marketing that needs correction! #brandchat

LoisMarketing: #brandchat Q3 Re Proctor & Gamble — ea product a distinctive brand but is attached to overall corporate reputation/brand — such as quality

Michael_B_Moore: This is why culture is so important! RT @sethgray Q3: Every individual shapes brand-even if shape doesn’t match official brand #brandchat

nicolevcramer: re: Q3 a department can only operate under its own brand banner for a time before it must merge in support of the organization #brandchat

Q4: When is social media involvement a bad decision for a brand?

Michael_B_Moore: Q4: I don’t know, perhaps when you have nothing to say? Even then, you can just listen and learn. #brandchat

mariaduron: Q4: SM is bad decision when U don’t have a strat.Will waste time+can go all diff directions.Much as U like 2 jump in, have strat #brandchat

jccarcamo: Q4: When UR not ready to take the bad with the good. The conversation has to go both ways or you’re just advertising. #brandchat #brandchat

DrFernKazlow: Q4 If you can’t take your brand to #brandchat

DrFernKazlow: Q4 If you can’t take your brand to SM, you need to ask what’s wrong with your brand? Why? #brandchat

neilmckenzphoto: Q4: SM involvement is a bad decision for a brand when its not well thought out/poorly executed. A good brand also helps #brandchat

DavidSandusky: Q4 when the target audience is not on said social media, when a tree falls in a forest… #brandchat

pmarckworth: Q4 doesn’t it always come back to having and using strategy? #brandchat

aliciafalcone: Q4: When a brand hasn’t defined it’s brand experience or larger strategy, transparency of social media can do more harm than good #brandchat

kfcatoe: Agree with @mariaduron, Social Media is not a stand alone strategy, part of an integrated marketing plan. #brandchat

InnovateMarCom: Q4 SM bad if you don’t have a person to drive the approach & 2 develop, execute & refine plan. #Brandchat

DavidSandusky: @brandchat best way to engage different communities after shared purpose – brilliant recruiting and retention #brandchat

Michael_B_Moore: The same as with any strategy/tactic! RT @neilmckenzphoto: Q4: SM a bad decision when not well thought out/poorly executed. #brandchat

Michael_B_Moore: Q4: Even if no strategy/plan/internal SM expertise – brands should pay attention to it to learn what consumers are thinking. #brandchat

sethgray: Q4: if co. is unwilling to change based on SM feedback, they should stay out. #brandchat

craigritchie: I’m saying we’re seeing brand promises evolve based on new paradigms. @DrFernKazlow Yes, I think many brands/marketing need corr. #brandchat

LoisMarketing: #brandchat Q4 Agree w @mariaduron and @ktcatoe as well — part of strategy and in keeping with it

neilmckenzphoto: Q4 @pmarckworth A lot of things come back to having a strategy – like success! #brandchat

HuebnerPetersen: Q4: Strategy is important, but participation (jumping in, listening, & learning) may be what is needed to drive/inspire strategy. #brandchat

DrFernKazlow: RT @LoisMarketing: #brandchat Q4 when use of SM is not “engaging” -used 2 sell, sell, not provide useful info & build relatnshps

merylevans: Q4 No strategy, no direction and all promotional / sales. #brandchat

LoisMarketing: #brandchat Q4 Back 2 motorsports — engaging use of SM builds followings for drivers and subsequently more exposure for their sponsors

Q5: If you were to give a brand a “brand makeover” what brand would be on the top of ur list?

Pitch, Plugs, C2A, etc.

brandchat: PLUG:Pls Bcom a fan http://www.facebook.com/pages/brandchat/76086901726 Make life so much easier 2 paste a vanity URL than long 1 #brandchat

neilmckenzphoto: Pitch: A shout out to my Artrepreneurship students – talented artists learning the world of business – look for them on Twitter. #brandchat

brandchat: Thank U 2 every1 4 participating 2day. Next chat-Wed. 10amCST, recap at http://www.yourbrandplan.com by Fri. #brandchat

DrFernKazlow: Thanks all! Pitch:Get Bigger Wednesdays coming soon!Get Bigger in ur biz, brand, SM & ur life! DM 4 > info! #brandchat

pmarckworth: Pitch: I help individuals & businesses build resonant, memorable brands that attract attention, engages interest & drives sales. #brandchat

brandchat: B sure to join us on the Facebook page 2 post UR ideas for topics 4 next week http://www.facebook.com/pages/brandchat/76086901726 #brandchat

HuebnerPetersen: Every employee is a part of your brand & can work to support/market/enhance your brand http://bit.ly/12eV94 (expand) (ties into today’s #brandchat)

Advertisements

Some lively discussion on paid endorsements and sponsored bloggers and what does that mean to the integrity of the brand?  How do you handle competitors who attack your brand?

Insights from the branditos!

Q1: How do you deal with competitors who try to destroy your brand?

Brad42Fish: If their attacks point out weaknesses in your brand, address those weaknesses; don’t address the competition. #brandchat

pmarckworth: @Brad42Fish I agree. A dueling match just gets people focused on the fight. #brandchat

DrFernKazlow: @Brad42Fish Q1 Yes – get the info contained in attacks and use it to strengthen your biz and your brand. #brandchat

neilmckenzphoto: Q1: Agree with @brad42fish – concentrate on your own brand not what your comp is saying. Address your weaknesses. #brandchat

CathyWebSavvyPR: Q1 There realy is enough room 4 many players in the space, if you engage in neg repsonses 2 attacks, it may weaken yr brand #brandchat

DrFernKazlow: Q1 You can learn alot about your competition’s strengths & weaknesses from what they focus on about you! #brandchat

jemcgrew: @CathyWebSavvyPR I agree. But when must you address it? #brandchat

jemcgrew: Q1: When do you have to address? When they are making false claims or giving incorrect information? #brandchat

CathyWebSavvyPR: @jemcgrew Q1 – when 2 address attacks…If they are right out something that you have done wrong, it’s important 2 fix it #brandchat

CathyWebSavvyPR: @jemcgrew Q1 – depend on teh tone. just passing misinformation, might be able to be handled politely; but… cont’d #brandchat

pmarckworth: Q1 Keep your brand strong &emotionally connected to your customers. Then the competitor is “that other person” not “one of us”. #brandchat

Brad42Fish: @jemcgrew If the comp. is saying something false about you, put the truth in your mktg messages, but don’t attack back #brandchat

jemcgrew: @Brad42Fish I agree, putting correct statements in your MKTG message. I think you also step up your voice in the market #brandchat

neilmckenzphoto: Q1: I think taking the high road is the best course. Fight negative comments with an authentic great brand. #brandchat

jemcgrew: Q1: If you increase your correct MKTG message and show a strong presence in your market, then negativity is less likely 2 prevail #brandchat

Brad42Fish: Example: health care debate. If one side makes false claim, the other side should respond with truth. #brandchat

brandchat: RT @Brad42Fish In political arena, U may need 2 address attacks. But in commerce, just deal w/making connections w/UR audience. #brandchat

CathyWebSavvyPR: @brandchat that should have been “if you handle yrself Professionally, deflates their brand” #brandchat

DrFernKazlow: Q1 What do you think about the Apple vs PC game in light of this discussion? #brandchat

BrandMyCareer: Q1: What if they are attacking your personal brand not a product brand #BrandChat

Brad42Fish: @BrandMyCareer attack on personal brand? Don’t take it personal. Take high road. #brandchat

DavidSandusky: Q1How do you deal with competitors who try to destroy your brand? Excellent customer service! #brandchat

CathyWebSavvyPR: @DrFernKazlow Q1 have to admit, I like Apple’s approach better (even tho they R making fun of PC) #brandchat

Brad42Fish: PC vs Mac? Maybe the “underdog” is allowed to attack. IBM directly responding would appear petty. #brandchat

Brad42Fish: My experience: audience normally doesn’t care about fight between you and yoru competition. #brandchat

BestRoofer: RT @DavidSandusky: Q1How do you deal with competitors who try to destroy your brand? Excellent customer service! #brandchat

Q2: How do sponsored tweets affect brand integrity?

Brad42Fish: Someone please define “sponsored tweets.” #brandchat

neilmckenzphoto: Q2: Everday people talking about your brand IS different than people who are paid to talk about your brand. SM vs Advertising. #brandchat

CathyWebSavvyPR: Q2 – sponsored tweets – will neg. affect brand in some ppl’s eyes, in othes not. But they must be aligned w brand – a match #brandchat

pmarckworth: Q2 Sponsored tweets – it’s really a question of transparency. Are you an evangalist or a paid spokesperson? State it up front. #brandchat

CathyWebSavvyPR: @Brad42Fish there are several companies – IZEA & others prepping 2 role out sponsored tweets – you get paid 2 tweet their ad #brandchat

BrandMyCareer: Q2: I don’t get Q2 yet :O :O … any one explain or give example #BrandChat

CathyWebSavvyPR: Q2 – slightly off topic, I worry more about sponsored.ad tweets cluttering twitter. if twitter were making $, wd be better #brandchat

CathyWebSavvyPR: Q2 I find it interesting that social media and bloggin are being held to FCC standards, when otehr media bend rules way worse! #brandchat

DavidSandusky: Q2 sponsored tweets. Okay if values of the brand and person are obvious match…and volume control #brandchat

Brad42Fish: If it feels like spam, people will treat it like spam. If it feels authentically viral, people will pay attention. #brandchat

brandchat: @BrandMyCareer Yes, for example: Ford Fiesta movement providing vehicle to try for tweeters to tweet about experience. #brandchat

DrFernKazlow: @pmarckworth Yes transparency is key. Also authenticity. Even if paid, if not authentic eats away core & value of SM #brandchat

CathyWebSavvyPR: Q2 I think that the rrent crop of sponsored tweets will include a way to know/show they are sponsored. #brandchat

DavidSandusky: @BrandMyCareer I take Q2 as popular personal brand on twitter suddenly pitching, say BMW regularly #brandchat

CathyWebSavvyPR: Q2 Veteran SM & Blogger @ChrisBrogan had some backlash when did his 1st sponsored post, about a brand he belived in. #brandchat

SJAbbott: Transparency of sponsored content will be critical. Tweets could provide good info those who want it. #brandchat

neilmckenzphoto: Q2: If you respect the paid spokesperson then paid endorsement is effective. If you don’t then its just advertising hype. #brandchat

AmberRogersFord: @brandchat – think that IS authentic. Upfront disclosure, true experiences w/Ford Fiesta. Good use. #brandchat

Brad42Fish: @brandchat Ford Fiesta movement was clearly an ad, but it felt legitimate, no one trying to trick you. It worked. #brandchat

CathyWebSavvyPR: Q2 On other hand – ads and advertorials have a long history. why shouldn’t bloggers/tweeters make $. on other hand – it stinks #brandchat

andrewmueller: Q2 the fact that someone is getting paid to endorse, brings the question of integrity of endorsement #brandchat

DrFernKazlow: @neilmckenzphoto Q2 Interesting 2 see how paid endorsements effect relationships betw spokeperson & followers #brandchat

Brad42Fish: Q2: Testimonials are always good. Paid endorsements are often trouble. #brandchat

neilmckenzphoto: Q2: I guess the question for @chrisbrogan about sponsored post is did the positives outweight the negs – can’t please everyone. #brandchat

DrFernKazlow: @CathyWebSavvyPR Q2 complex ?, sponsored tweets/blog posts were inevitable – how handled will be what counts. #brandchat

SJAbbott: Q2 If sponsored tweeter crosses line of authenticity, they loose audience & value as evangelist. Tweet campaign needs 2 respect #brandchat

MarshaCollier: Sponsored tweets are just a new form of advertising: there will always be shysters & sleezbags who pimp their goods #brandchat

Q3: Do sponsored social media activities promote or take away from brand effectiveness?

DrFernKazlow: @mariaduron Q3 Sponsored SM activities can do promote or take away – depends on strategy, authenticity, who’s involved, etc. #brandchat

Brad42Fish: Q3: Sponsored SM events are like any mktg tatic: Do it right, it’ll work. #brandchat

CathyWebSavvyPR: @mariaduron A3 If sponsored item is in alignment w/ brand & disclaimer.transparency is handled,& not too often. It can work #brandchat

andrewmueller: @Brad42Fish Yes, but this is different from an ebay like system for matching brands to tweeters #brandchat

DavidSandusky: Q3 I contemplate this right now as companies approach me to sponsor a niche forum_I’m being very selective #brandchat

BrandMyCareer: Q3: Take little and promote more #brandchat

pmarckworth: Q2 & Q3 It always comes down to how it’s handled. Are there authentic relationships? If so things work. #brandchat

MarshaCollier: I only do paid testimonials for products I have used, tested and really like. #brandchat

Q4: What are your favorite brands on Facebook, LinkedIn, Twitter? And why are they your faves?

mariaduron: Q4: My fave brand on twitter is @southwestairlines @ford 2 witty along w/gr8 updates #brandchat

Brad42Fish: Q4: My favorite brands are my favorite brands, no matter where…on Twitter or in the store. #brandchat

neilmckenzphoto: Q4: I have favorite people on Facebook, Twitter, LinkedIn but don’t know about “favorite brands” #brandchat

CathyWebSavvyPR: @mariaduron Q4 brands on twitter I like @scottmonty (ford) @radian6, @comcastcares, @chrisbrogan #brandchat

Pitch, Plugs, C2A, etc

brandchat: PITCH: Always looking 4 thought provoking ?s 4 chat. Pls post on FB wall, http://tinyurl.com/brandchat-FB (expand) +need 10 fans! #brandchat

mariaduron: PITCH: Need 10 fans for brandchat Facebook page. Vanity URL would make my life easier as moderator 🙂 Pls pass along 2 fans! #brandchat

DrFernKazlow: RT @brandchat: @DrFernKazlow Here’s link to @andrewmueller article: http://bit.ly/6X4DS (expand) #brandchat (Good rd sponsored tweets!)

Brad42Fish: PLUG: Every organization has a desired reaction, at 42Fish we help define and then create that reaction for our clients. #brandchat

CathyWebSavvyPR: 18+yrs PR exper. + social media passion – I make connecting the dots between U & yr customers easy blog post bit.ly/UjZ7Q #brandchat

DrFernKazlow: Pitch: Get Bigger Wednesdays coming this fall. Email or dm me to find out more and please Retweet! #brandchat

PITCH: Always looking 4 thought provoking ?s 4 chat. Pls post on FB wall, http://tinyurl.com/brandcha… +need 10 fans! #brandchat

Thanks to @imageidentity and @getresults for crafting the questions that were discussed this week on #brandchat!  What a great discussion focused on brand loyalty and habitual buyers.

You could tell it was a lively discussion and also engaged some new brandchatters (or branditos) to the mix.

By the way, our goal is to reach 100 fans on Facebook so that we can secure the #brandchat name.  Will you help by becoming a fan or sharing the page with your friends or fellow brandchatters?  It’s at http://tinyurl.com/brandchat-FB

Here’s the recap:

Q1: Habitual Purchasing (aka “habituals” buyers) vs. Brand Loyalty (aka “loyalists”) What is your definition of a brand loyal customer? If a customer repeat buys strictly out of habit, are they …in fact brand loyal?

GetResults: Loyalists exhibit both logical & emotional, even stubborn, preferences for “their” brands. Resist even notion of change. #brandchat

GetResults: Habutuals will readily switch if “brand” not available, for coupon rebates, when something better comes along. No ownership. #brandchat

NicoleReid: Q1: Brand loyalists will not only buy, but promote your product to their friends and family. They become brand ambassadors #brandchat

DuetsBlog: #brandchat : Q1 – Anyone that *likes* the product, habitual or loyalist.

spkrinteractive: Q1: one who will evangelize your product #brandchat

IMAGEidentity: Q1; Def. of a brand loyal cust. : Accepts no substitutes, Go out of way to get brand, Advocate regularly, Would $ more for brand. #brandchat

DuetsBlog: #brandchat – Q1 P2 cont. I’d consider cigarette purchasers loyal, even if it’s out of habit

Michael_B_Moore: Q1: there are varying degrees of loyalty/emotional connection. Perhaps the two are just along that 1 consumption continuum? #brandchat

IMAGEidentity: Q1: Repeat buys strictly out of habit creates very weak brand loyalty #brandchat

GetResults: @Michael_B_Moore hard position – soft position – hard position? But most hard positions are immovable. #brandchat

NicoleReid: Q1: Habituals are willing to try new things, they haven’t had a reason to. Loyalists will swear by and stand by your product. #brandchat

ready2spark: @spkrinteractive Do people really evangelize a product or do they evangelize an experience? Might sound like semantics, but… #brandchat

IMAGEidentity: Q1: Habitual buyers have very narrow loyalty. Buy based on price, convenience, and routine. Not truly committed to the brand. #brandchat

IMAGEidentity: Q1: Loyalists believe in the brand. They want to see the brand succeed and therefore contribute to its success. #brandchat

IMAGEidentity: I think both @spkrinteractive Do people really evangelize a product or do they evangelize an experience? #brandchat

Michael_B_Moore: Q1 – I’m not sure the distinctions between the 2 are meaningful. Consumers can be loyal but also switch. #brandchat

jdojc: @craigritchie, “purchasing habituals”, repeat purchases has a direct connection to the bottom line professed loyalty doesn’t #brandchat

Michael_B_Moore: If marketers had to live by “loyalists” in the way that some are describing them – then there’d be very little business. #brandchat

ready2spark: @IMAGEidentity Interesting. Reason Y I make distinction is a shift in mindset of consumers fr/ benefits 2 experiences. #brandchat

spkrinteractive: @IMAGEidentity I think both as well. I often evangelize Costco chicken. Don’t usually describe the experience 🙂 #brandchat

andrewmueller: is loyal but on theAs @michael_B_moore said loyalty is a continuum the habitual buyer low side of the scale -same bottom line tho #brandchat

IMAGEidentity: But Loyalists are what get you the other customers. They advocate @Michael_B_Moore: If marketers had to live by “loyalists”….. #brandchat

Michael_B_Moore: Q1 “Loyalists” may be the most aggressive subset of regular users – at the core of the consumer bulls-eye. They’re also smallest. #brandchat

IMAGEidentity: You need both but Loyalists are your brand’s true customers. #brandchat

merylevans: Q1 I’m very loyal to a brand of soda. Only way I’d switch is if something new comes out w/ same taste, fewer cals &better priced. #brandchat

GetResults: @jdojc purchases count in short term, but when no loyalty, when options arise, they’re gone. #brandchat

andrewmueller: @IMAGEidentity You are confusing loyalist with evangelist – they are not the same #brandchat

IMAGEidentity: Maybe in the short-term but not Long. RT @craigritchie repeat purchases direct connection 2 bottom line professed loyalty doesnt #brandchat

GetResults: @brandchat there is always a mix between loyalists, habituals, explorers in mix, trick is to stabilize as much as possible. #brandchat

IMAGEidentity: But if you are not willing to be an advocate then how truly loyal are you? Why not stick you neck out? @andrewmueller #brandchat

NicoleReid: @andrewmueller – loyalists may not directly advocate, however their actions (loyal purchases) speak just as loudly #brandchat

Michael_B_Moore: Yes – why loyal is another question. RT @brandchat: if repeat buys strictly out of habit, r they in fact brand loyal? #brandchat

IMAGEidentity: @andrewmuellerTrue customers = the ones you should be focusing your efforts on. (AKA Godin’s Sneezers) #brandchat

andrewmueller: @spkrinteractive not really at time some people may advocate but not buy the product. True of luxury brands where $ are issue #brandchat

GetResults: @Michael_B_Moore my colleague @jeannemale, suggests “imprinting” of brands may be a factor. Those w visceral warm fuzzy = loyal #brandchat

craigritchie: Loyalists feel invested in the brand. #brandchat

DrFernKazlow: @andrewmueller Agree – For various reasons, U can advocate w/out being loyal, and b loyal w/out advocating #brandchat

Q2: What factors keep customers loyal to the brand?

DuetsBlog: #brandchat Q2 A good experience (i.e., good product, service)

IMAGEidentity: Q2: A remarkable and unique experience that builds a true relationship will keep customers loyal to a brand #brandchat

Michael_B_Moore: Q2 at most basic level – brand is meeting consumer needs – physical, emnotional etc. #brandchat

merylevans: Q2 Quality, price, usefulness, company reputation (customer service and greening, for example). #brandchat

spkrinteractive: Q2: I think loyalty factors get back to @ready2spark comment about experience #brandchat

ready2spark: @brandchat Uniqueness, relevance, experiences, how it makes them feel. #brandchat

wvpmc: Q2 continued brand loyalty when brand continues to meet – or exceed – expectations #brandchat

BrandMyCareer: Q2: Customers sometimes doesn’t like to change #BrandChat

ready2spark: @BrandMyCareer Amen. That’s when you know u have a loyalist – when they don’t want ‘their brand’ changed. #brandchat

DrFernKazlow: @DuetsBlog Keeping customers loyal they need 2 feel cared abt, understd, responded to, & prod must meet their needs in unique way #brandchat

ready2spark: @DrFernKazlow Yes – the brand is so much more than the product…and its functional benefits. #brandchat

NicoleReid: Q2 – Consistency in quality of product and service keep customers loyal #brandchat

DrFernKazlow: @brandchat Bootom line it’s about the way your prod or service makes them feel that is key to brand loyalty. #brandchat

alain7: @brandchat loyalty to a brand is driven by functional and psychosocial connections to the consumer’s expectations #brandchat

andrewmueller: Loyalty is created by first creating distinction and then by providing exeptional experiences at every touch point #brandchat

craigritchie: #brandchat Q2 It’s a cycle. As soon as consumer recommends once, they’ve now staked their own reputation on the brand.

kabbenbock: @brandchat Q2 – Shared values, trust and evolving as I evolve keep customers loyal #brandchat

craigritchie: More than consistency. Loyalty comes from Exceptional Experiences. Not just mundane. Consistency -> habitual purchase at best. #brandchat

Q3: Why do customers abandon certain brands?

Michael_B_Moore: Q3: Consumers flock to better solutions – re: physical, emotional, financial, convenience needs etc. #brandchat

spkrinteractive: Q3: customer changes, competition changes, or the underlying product changes #brandchat

kimbrater: Customers abandon brands when they continually don’t deliver on their brand promise. #brandchat

GetResults: Vote w feet when they feel betrayed, feel empowered (moving up), chng of life/lifestyle, feel co/brand insensitive 2 their wants. #brandchat

JeanneMale: #brandchat Perhaps a matter of “imprinting” that creates and is more important than placebo effect Associating initial feelings w/brand.

wvpmc: Q3 some like to experiment w/ new things, others hate to review decisions, but brand delivery failure, influencer rec >>change #brandchat

DuetsBlog: RT @brandchat: Q3: Why do customers abandon certain brands? #brandchat | A better product, cheaper product, experience…

IMAGEidentity: Q3: Poor brand experience, price shopping, new choices and change in customer routine cause customers 2 abandon brands. #brandchat

merylevans: Q3 Lowered quality, changed, needs have changed, company ethics, another comes along and blows away original product. #brandchat

BrandMyCareer: @brandchat Q3: bad customer service + not adapt to market change + no promotions #brandchat

Michael_B_Moore: Q1/Q3: Again, very few truly loyal consumers. Most will switch both short & long term to better over-all solution. #brandchat

Michael_B_Moore: Q1/Q3: The category plays a huge role in switching behavior as well. Some will switch via price w/ some – others more dificult. #brandchat

alain7: @brandchat people abandon brands often because the brands abandon them – they disconnect from the original conceptual model #brandchat

IMAGEidentity: Q3: Habituals leave at the first sign of a problem or better offer Loyalists question a brands missteps and suggest improvements #brandchat

kabbenbock: Q3 -Assuming table stakes of a still relevant product, brands that fail to evolve with me, to keep in step, lose me. #brandchat

IMAGEidentity: Q3: Habituals often leave for a better $ Loyalists may need to leave for a better $ but they understand & lament their defection. #brandchat

BrandMyCareer: Q3: Some brands use follower’s loyalty to increase price and immediately they lost credibility #brandchat

Michael_B_Moore: Q1/3: When I worked on Coke we realized that most consumers would switch betwen C & P based upon who had the best deal that week

GetResults: @Michael_B_Moore when New Coke intro’d, I brought back a case of The Real Thing from UK visit. PC not a substitution! #brandchat

JeanneMale: #brandchat Q3. Knowing customer demographics/buying behaviors is vital. Product availability and service more important to “me” – not all.

SJAbbott: @brandchat People abandon (dismiss) brands when the core promise breaks down or a more relevant promise is made elsewhere. #brandchat

spkrinteractive: @wvpmc ppl change and brands change. Either could be the cause for exit as a customer or advocate #brandchat

craigritchie: Yes. “Relevance” is key. RT @SJAbbott: People abandon brands when more relevant promise is made elsewhere. #brandchat

Q4: How much of “brand performance” is really “brand perception”?

GetResults: Q4 Brand performance follows lead of brand perception – it’s a lot about, “I like U because; I love U in spite of…” #brandchat

kabbenbock: Q4: Brand perf must be grounded in financials. Brand perception=proxy for an ASP premium-but not an end in itself #brandchat

jdojc: Q4, a lot of brand performance is based on perception b/c most people don’t have the time or the info to truly gauge performance #brandchat

Michael_B_Moore: Q4: perception really is reality! 🙂 #brandchat

craigritchie: @andrewmueller Suppose depends how one defines “Exceptional Experience.” I see it on an individual level, not just good creative #brandchat

IMAGEidentity: Shouldn’t a brand strive to provide experiences that keep them loyal? @Michael_B_Moore Most will switch to better solution. #brandchat

wvpmc: @IMAGEidentity begins with managing expectations – creating perception of experience in the first place #brandchat

spkrinteractive: @ready2spark Brand is more than taste. It is community, history, etc… #brandchat

GetResults: @craigritchie in some industries an “exceptional experience” is when product is OK and Co doesn’t treat you like garbage #brandchat

kimbrater: @IMAGEidentity Brands should strive for great customer experiences that delivery on brand promise. #brandchat #brandchat

JeanneMale: #brandchat Q4: How does product perform 4 customers? Know the pleasure they seek/pain to avoid and craft image/messages accordingly.

IMAGEidentity: Q4:Many are under the perception that because their brand is selling well they have a strong brand. This is often not true. #brandchat

kimbrater: @IMAGEidentity Yes, sales does not equal brand leadership. #brandchat

SJAbbott: #brandchat – Greater brand performance is achieved when there is consistency in brand perception.

wvpmc: @GetResults you’d think that opens the door for competition that delivers – but look what happened to JetBlue #brandchat

IMAGEidentity: Q4: Brand strength should be measured by level of Advocacy #brandchat

IMAGEidentity: Q4: Advocacy is the willingness of anyone who touches the brand inside and out 2 recommend, defend and contribute 2 brand success #brandchat

jdojc: @IMAGEidentity, @Michael_B_Moore, very true. Brands transcend strong product sales and the strong ones often jump product lines. #brandchat

Michael_B_Moore: But not everyone will be an advocate or have platform to evangelize. RT @IMAGEidentity: Q4: Brand measured by Advocacy #brandchat

JeanneMale: Brand giants r unseated when they lose touch/get bloated RT @alain7 RT @SJAbbott (more relevant promise made elsewhere). Q4: #brandchat

jdojc: How to measure brand strength is a tough one, interbrand has their annual index but there must be other ways #brandchat

JeanneMale: Too many companies hope advocacy happens instead of creating it! RT @IMAGEidentity: Q4: Brand measured by Advocacy #brandchat

Pitch, Plugs, C2A etc….

GetResults: PITCH – Helping you find creative solutions and growing your business. CALL 2 ACT – Contact 4 free initial consult #brandchat

craigritchie: PITCH – Careful how you use the term “Exceptional Experience.” That’s our TM and how we build brands. 😉 http://organic.com #brandchat

craigritchie: PITCH – And check out my blog at http://www.CraigRitchie.com #brandchat

getgreatcopy: RT @ready2sparkRelevant: Love this post from Seth today: http://bit.ly/Ge2ES (expand) #brandchat

merylevans: PITCH: Connect with me @merylkevans or www.meryl.net/blog. Always need resources for stories or can do content for business. #brandchat

IMAGEidentity: PITCH: Pick up my book at AMAZON | MYOB: mind your own brand #brandchat

Michael_B_Moore: PITCH – been helping a lot of companies create stronger relationships with both internal & external constituents/consumers! #brandchat

JeanneMale: @GetResults testimonial. As former pharma product mgr launch 3 drugs/lots of exp – still lots to learn from John Reddish: #brandchat

jdojc: PITCH: my blog Socially Mediated Life http://bit.ly/DWGtg (expand) #brandchat

IMAGEidentity: Thanks to everyone for today’s brandchat. Thanks to @GetResults for working with me on the questions. #brandchat

BrandAide: RT @kimbrater: @jdojc “Interbrand index/brand valuation” << here’s the mid yr report for ’09 http://bit.ly/y4ymN (expand) #brandchat

Hello Branditos!  Another exciting chat with loads of good insights on whether paid endorsement are worth it; do we believe celebrities; and how is brand loyalty shifting (or is it)?

Great contributions abound!  We, the creators and moderators of #brandchat (@davidsandusky and @mariaduron) need your help. Since we are ALL ABOUT BRANDING, we really don’t like the fact that our #brandchat Facebook page is a long, terrible, “not brand friendly” URL and we want to change that.  We need 10 more people to become fans of the brandchat page and we can get an official vanity URL from Facebook and be so well branded.  Will you help us?  Go to http://tinyurl.com/brandchat-FB and become a fan and you’ll be part of a charter group of 100 people who saw a vision, joined the discussion, and shared from their expertise.  There’s no better association than that!

Here’s the recap…

Q1: When a person is paid to push a product they actually like, do they truly lose credibility for it?

jemcgrew: Q1: I would think it is the opposite. People who are paid to push a product that they won’t stand behind should be less credible #brandchat

IMAGEidentity: Q1: No, True advocates must like, use, and believe in the products they endorse #brandchat

McCourtRealtor: When there’s full disclosure, I think there’s nothing wrong with that. B/c their authentic all the way around. #brandchat

neilmckenzphoto: Q1: If they really like the product, being a paid spokesperson is just a bonus. Some listeners won’t believe anything. #brandchat

jemcgrew: Q1: Of course you need objectivity, but a person who believes in a product should have the best ammunition to market it #brandchat

Michael_B_Moore: Q1: The key would seem to be integrity – how much credibility/integrity does the spokesperson have to be selling product #brandchat

IMAGEidentity: Q1: The problems come when they are paid to like the product or act as if they like it. #brandchat

mariaduron: Q1: i agree. it’s how I select client’s 2. don’t want to work w/a client I don’t stand behind. Feels wrong. Must b transparent. #brandchat

neilmckenzphoto: Q1: Isn’t the Ford Focus stunt in this category #brandchat

Michael_B_Moore: Q1: Consumers see thru things like when Shaquile O’Neal did ads for Radio Shack. lol #brandchat

IMAGEidentity: Q1: The more people like products BECAUSE they are paid the more customers will distrust all endorsements. #brandchat

pmarckworth: I agree with @neilmckenzphoto & @McCourtRealtor. Full disclosure is the difference. Otherwise it feels sneaky. #brandchat

Michael_B_Moore: Q1 On the other hand when Kirstie Allie does ads for diet products – there’s credibility. 🙂 #brandchat

LoisMarketing: Q1 — Popular local radio personzlity lends cred and sales to specially selected services and products w sincere endorsements #brandchat

IMAGEidentity: Q1: Internal employees are paid & they need to like the product before they can advocate. Why are spokespeople any different #brandchat

andrewmueller: When someone with celebrity or authority is paid to promote a product there is ALWAYS a querstion of sincerity #brandchat

Michael_B_Moore: Q1 Little way to get around consumer cynicism, that’s why personal integrity and perceived connection to the product is critical! #brandchat

GetResults: Creds relate to how consumers see the connection – personalities & sponsors v. personalities & being spokespersons. #brandchat

LoisMarketing: Q1 A genuine endorsement has great value .and is due compensation #brandchat

jemcgrew: Q1: The person does matter– Would you believe Kfed or Denzel Washington promoting the same product… #brandchat

andrewmueller: @mariaduron So how does anyone truly know if a paid promoter truly loves the product #brandchat

mariaduron: @andrewmueller the paid promoter is obligated 2 tell “the story” of how they met + fell in luv. w/o that distrust will continue #brandchat

neilmckenzphoto: Q1: Consumers have a hard time believing any advertising whether the message is told by a celebrity or satisifed user #brandchat

IMAGEidentity: Social media allows conversations between advocates and prospects. #brandchat

GetResults: @neilmckenzphoto Consumer believ ultimately has to reside in their individual experiences with the brand/products/services. #brandchat

IMAGEidentity: Exactly RT @Michael_B_Moore: Q1 BTW – IMO consumer SHOULD be cynical & question all marketing messages. Thats not a bad thing. #brandchat

pmarckworth: Q1 I think we expect more disclosure & conversation from spokespeople than in the past. We expect more than the 30 sec. spot. #brandchat

IMAGEidentity: Depends on what the product is. RT @jemcgrew: Kfed or Denzel Washington promoting the same product… #brandchat

GetResults: @mariaduron You have a point, many will speak authentically, with ethical constraints. Some, though, will look only at $$$ #brandchat

mariaduron: @GetResults Agree w/U 100%, we r. It’s in r nature, like the scorpian just has 2 sting, it’s in his nature, LOL! #brandchat

andrewmueller: @mariaduron If they had true integrity and loved the product they should endorse and promoter without compensation #brandchat

Q2:Consumers purchasing habits forever changed, brand loyalty badly shaken http://bit.ly/mZvSz. Boomers are researching products and services online because their brand loyalty is up for grab. Thoughts?

IMAGEidentity: Q2: During & post recession people will re-evaluate brand loyalty. The strong brands that are connected to advocates will survive #brandchat

jemcgrew: Q2: The trend that I hear in the market is that brand loyalty isn’t prevalent in general. So can you badly shake it #brandchat

IMAGEidentity: The recession will kill off the weak brands and the bozos who should not be in the game. #brandchat

GetResults: @brandchat Hears similar thoughts at Natl Speakers Convent recently, “The economy isn’t down, it’s different.” Everyone beware! #brandchat

Michael_B_Moore: Q2 Strong brands will survive despite more careful consumerism. Weaker brands struggle as price/product aspects more important. #brandchat

neilmckenzphoto: Q2: Don’t know about purchasing habits but the way cos get their message out certainly has changed – probably forever. #brandchat

LoisMarketing: Q2 Just as w instant news and soundbites companies face instant change in perception/strength of brand via viral msgs #brandchat

GetResults: @andrewmueller Yes, many consumers are getting smarter. Some branders are getting sneakier as well. #brandchat

pmarckworth: Q2 what about the contention that it’s in the American psyche to spend & this is just a pause in that not a change #brandchat

DavidSandusky: Q2 brand loyalty is always up for evaluation, ask Mike Shannahan #brandchat

Michael_B_Moore: Q2 Emotional potential in strong brands is even more powerful now as many look for uplift wherever they can find it. #brandchat

IMAGEidentity: Pple confuse repeat purchase habits w/ brand loyalty. Brand loyalty still strong. Pple are ing the brand they buy out of habit. #brandchat

Michael_B_Moore: Q2 Those brands that satisfy key emotional needs now will be those that survive/thrive in emotionally turbulent time. #brandchat

neilmckenzphoto: Q2: @michael_b_moore Agreed! “emotional potenital in strong brands is even more powerful now” #brandchat

LoisMarketing: Agree with several of you — customer evaluation/monitoring of brand forever changed Q2 #brandchat

GetResults: @brandchat “habit” buyers will go off brand with little stimulus. “loyalists” have fierce commitment and identity sharing w brand #brandchat

IMAGEidentity: @andrewmueller I buy a certain Pnut Butter bcause I always have (repeat purchase) I buy certain brands bcause I believe in them. #brandchat

Q3: How tweet it is! http://bit.ly/DJwME (expand) Thoughts #brandchat

LoisMarketing: @McCourtRealtor Once again trying to share general idea in 140 chars! #brandchat

McCourtRealtor: @LoisMarketing I agree, lol! but, it does make us be succinct 🙂 #brandchat

neilmckenzphoto: Q3: Maybe this is what they mean by Twitter replacing Google as a seach tool – what are people saying about you #brandchat

DavidSandusky: Q3 “We’re getting to a point if you’re not responding, you’re not being seen as an authentic type of brand,” says Mr. Brown. #brandchat

pmarckworth: Q3 Crisis communications is always about rapid response.Social media lets companies know and react quickly. #brandchat

McCourtRealtor: Q3: I totally agree that SM is new communication tool that all co’s need 2 understand + use as listening tool! #brandchat

DavidSandusky: @neilmckenzphoto twitter as a search tool=powerful, but Google alerts on my name is still #1 #brandchat

shanemacsays: They will be compliments. Twitter when you search for things where you want validity and google to discover new avenue’s #brandchat

neilmckenzphoto: @GetResults – Aren’t all brands a bit narcissistic #brandchat

Q4: Great diagram – branding explained http://tinyurl.com/kpa8uo (expand) Do you agree What would you add #brandchat

wvpmc: I’m seeing reports that more people are switching to generic store brands to save money in this economy #brandchat

IMAGEidentity: Q4: It visually sums up our IMAGEidentity tagline “Because Brand is everything” #brandchat

GetResults: @andrewmueller e.g. I bring my own Coca Cola into places where they only serve Pepsi. I took 1st steps at 9 mos. for a Coke! #brandchat

neilmckenzphoto: Q4: Wow, Would say that the diagram is about as easy to understand as the wiring in a nuclear submarine http://tinyurl.com/kpa8uo (expand) #brandchat

McCourtRealtor: @wvpmc they R + that’s why I think purchasing is still impt measure to brand loyalty, IMHO #brandchat

andrewmueller: loyalty is not an duality, it a continuium that varies in stregnth, if they repeat by they are in fact brand loyal #brandchat

IMAGEidentity: Hard to convey in 140 char love to talk more w/ u RT @andrewmueller brand loyalty regardless of reason why #brandchat

pmarckworth: Q4 great visual representation of brand theory – best categorization I’ve seen in a long time. #brandchat

wvpmc: @andrewmueller I’m thinking about the old demand curve – perhaps in this economy the ceiling on purchase price is dropping #brandchat

neilmckenzphoto: Q4: This is one of the reasons I dislike Powerpoint. Take a concept and make it totally confusing. #brandchat

IMAGEidentity: The “best of the worst” also confused as loyalty.RT @GetResults: because you “despise” other offerings more than ones you choose. #brandchat

andrewmueller: Q4 seems that the hexagons around the 4 central points are acurate but the releationships of each 4 are not #brandchat

neilmckenzphoto: Q4: @McCourtRealtor – I would probably limit myself to no more than 8 boxes or maybe just pick up a book by P Kottler. #brandchat

Pitch, Plugs, C2A etc.

brandchat: PLUG: We R 11 fans away from owning the #brandchat name. Will U help share the Facebook page so ppl can become fans #brandchat

GetResults: PITCH – Helping you 2 find creative solutions & grow your business. CALL 2 ACTION – Contact for free initial consult #brandchat

IMAGEidentity: Pick up my book at AMAZON! MYOB: mind your own brand by Dave Lubelczyk #brandchat

neilmckenzphoto: Pitch: Thanks Branditos – If you need some great business or personal brand photography give me a call. #brandchat

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

LoisMarketing: An apt follow-up to today’s #brandchat .. a walk down memory lane! http://bit.ly/6c2TA (expand)

BrandAide: Missed #brandchat ‘s discussion on Dennis Hahn’s branding framework http://bit.ly/u72ct (expand) good read