Posts Tagged ‘brand engagement’

#brandchat has grown by leaps and bounds as you can tell by the 13 page transcript you’re about to review.  We also now have a HOT TOPIC program.  Any hot topic that just doesn’t get sufficiently covered in the hour o #brandchat or warrants additional conversation, resources to review, blog post or articles will be available in the RECAP  FORUM located at

We’ve made this addition because the chat is just way too ‘high speed’ for any of us to take the time to look at a great article, book or resource you mentioned in your tweet.  And, rather than lose that richness of the conversation, we want to harness it on the RECAP forum.  Hope you’ll come play with us over there from time to time and give us your 2 cents worth!

Here’s the recap!

Q1: Take a look at this Maslow’s hierarchy of needs as it pertains to personal branding. In a small business, do you agree or disagree? What are your thoughts? (You’ll find this pyramid here: )

Brad42Fish: Q1 Bit of a stretch. The biggest flaw I see is that it implies that definfing your brand can wait. NOPE. It should be first. #brandchat

shotgunconcepts: #brandchat Maslow’s 3rd level is the need for relationships. Brands are nothing but relationships with users / customers. Simplicity.

denverdogworks: RE Q1: I agree branding should not wait. #brandchat

MrWordsWorth: @Brad42Fish Absolutely. What’s the hymn? Build your house on the rock? The brand is the rock. The foundation! #brandchat Q1 #brandchat

daddymacWI: Branding is between Safety/Security and Loving/Belonging #brandchat

duxdlux: #Q1 Agree that branding has to be considered/developed from the beginning. Integral to any sm profiles, etc #brandchat

MarketingMary: #1 #Brand id should permeate everything in a biz. If I were to put it on Mazlow’s hierarchy, I’d put it on every level #brandchat

JohnAntonios: #brandchat branding is closing the gap between our promise and what we deliver – so it has to fall right between level 3 and level 4

MrWordsWorth: @MarketingMary If it’s the foundation, it will influence every level #brandchat

LoisMarketing: #brandchat Q1 — also agree it must be there from the beginning

DrFernKazlow: Q1 – Branding is foundational. Must b considered from outset.What is the reason 4 your co/product existence? #brandchat

karenswim: Q1: I agree with @Brad42Fish & others definitely pre-existence and entire pyramid, it’s not a one& done task #brandchat

socialtality: Without a defined brand, how do you create focused Goals,Objectives,Strategies? #brandchat #brandchat

pmarckworth: Q1 I think branding permeates all Maslow levels once your basic needs are met. #brandchat

Brad42Fish: Q1 Branding is not a phase. It’s continual. Our brands exist whether or not we’re managing them. Manage it from the start. #brandchat

JoeKikta: Q1: Agree, need to consider from beg., but is defined throughout the entire process. #brandchat

denverdogworks: RE Q1: branding should be considered a “basic need” of any business according to Maslow’s chart #brandchat

merylevans: Strategy first, yes. @JoeKikta: Q1: Agree, need to consider from beg., but is defined throughout the entire process. #brandchat

JohnAntonios: #brandchat – would you distinguish between branding and personal branding in the pyramid?

JoeKikta: Q1: That chart tho is how it happens for most people and companies; or has in the past #brandchat

denverdogworks: RE Q1: What did they say in the bible about loaves and fishes? Same can be applied to branding #brandchat

shotgunconcepts: #brandchat Q1 Even the “lovable loser” brand groups work because of shared interests (ala Maslow 3rd level) Think Chicago Cubs, etc.

duxdlux: @JohnAntonios In small biz there is always an element of personal branding. Fewer staff, closer engagement with owners, etc #brandchat

Brad42Fish: Q1 If you think of your brand as “cumulative result of ever interaction audinece has with/about you,” then brand must come first. #brandchat

correlationist: #brandchat – personal branding is perhaps even more vital for small biz, although all brands need to develop personas

JohnAntonios: i think the desire to exist i in social media comes before we even think where we stand as a brand – not saying it’s right #brandchat

Brad42Fish: Q1 the pyramid more applicable to personal brand than corp brand. Living in modern world, we have first few levels handled. #brandchat

karimacatherine: Q1: I believe that branding evolves so it is an ongoing process. Strategy comes first #brandchat

JohnAntonios: we hop on the SM train to simply exist, then we build up our brand, in an ideal world we should plan first, but it’s the need #brandchat

neilmckenzphoto: Q1: I wonder how many psychologists can agree on the left side of the pyramid? Now we add the brand folks! #brandchat

duxdlux: Level 2 of “structure” seems vital step for small biz where resources/staff limited. Concern for ability to follow thru/sustain #brandchat

denverdogworks: RE Q1; I had been in business for years w/o a brand philos. then I hired @davidsandusky and changed our outlook on our biz #brandchat

CASUDI: @correlationist In small BIZ it is the relationship/person people do biz with ~ so YES to personal branding #brandchat

denverdogworks: RE Q1: before our branding program efforts our brand commitment was the last thing on our mind! #brandchat

JohnAntonios: it would be interesting to see the % of people fail at level 2 or 3 and never move up the pyramid – due to lack of purpose #brandchat

JohnAntonios: #brandchat remember guys, the pyramid is not a strategy, it’s a series of needs, people want to get on that SM train, some with no objective

maltaee: Q1: Personal Branding is an ongoing process so I think its in the right place assuming it passes the branding steps. #brandchat

Q2: How does a company brand affect their vendors, suppliers, referral sources, employee’s brand when there’s negative PR (i.e. Toyota)

denverdogworks: RE Q2: How can the vendors, suppliers, etc refer if they dont know who you are? #brandchat

karenswim: Q2: It depends on how brand responds to negative PR, response can reinforce brand values & consumer confidence or highlight fraud #brandchat

MarketingMary: Q2 If a #brand is strong, it will survive any negative p.r. Look at Tylenol. Will Toyota fare as well? #brandchat

denvan: Ah, Q2 then. The easy answer: depends on the product / brand architecture… #brandchat

denvan: Q2 (cont’d) In a Procter & Gamble model, corp brand doesn’t matter. In the case of Apple, corporate brand value is supreme. #brandchat

shotgunconcepts: #brandchat Q2 — ALL touchpoints with any group (vendors, employees, etc) affect the brand in positive or negative PR environment

merylevans: Some companies brand prod saying cust needs this. Making square peg fit in round hole. Needs to think of cust 1st. #brandchat

neilmckenzphoto: Q2: I think Toyota did a great job of responding. Brand is possibly stronger now. #brandchat

merylevans: @MarketingMary My family recently got a used car. Someone already commented, “Not Toyota?” #brandchat

CASUDI: Q2: Good handling of NEG PR can reinforce brand ~ Tylonol V Toyota #brandchat

duxdlux: Agree response to PR troubles will be different for every brand, company structure and level of customer engagement #brandchat

correlationist: @neilmckenzphoto So far they have done well Q2: I think Toyota did a great job of responding. Brand is possibly stronger now. #brandchat

MarketingMary: Q2 Any business problem will strip away the veneer and show the true brand. Be ready ahead of time. #brandchat

christinet6d: Q2: You should develop your brand as deeply as possible before launch, but you have to be flexible too. #brandchat

CathyWebSavvyPR: Q2: How does a company brand affect their vendors, suppliers, referral sources, employee’s brand when negative PR (i.e. Toyota) #brandchat

maltaee: Q2: Toyota brand will recover soon as Dubai did > How Dubai Builds Brands (expand) #brandchat

Brad42Fish: Q2: People are more loyal to brand when something goes wrong + it’s fixed than they are to brand where nothing ever goes wrong. #brandchat

correlationist: #brandchat – for handling any neg PR across any category, “owning up”, taking responsibility, being transparent and honest, will help

pmarckworth: Q2 Toyota is dealing with a lack of trust. They were the brand you could rely on, now the one who hid the truth. #brandchat

JohnAntonios: brand attributes should be clearly defined, flexibility in reaching objectives is possible, but you can’t be a brand for everyone #brandchat

shotgunconcepts: Q2 – brands that step up proactively always make it through bad PR incidents (Tylenol, Wendy’s Chili finger, etc) #brandchat

LoisMarketing: #brandchat Q2 Example of neg PR’s destruction — ValuJet after Everglades crash in mid 90s. Brand was not strong enough, could not recover

karimacatherine: Q2: I believe a comp. negative brand tremendously affects a brand at all their contact points ! #brandchat

karimacatherine: Q2: Negative branding affect also a lot Front line employees. #brandchat

TheKimSchneider: Q2 Good to know ur niche before you get started; but if it should change a bit, go w/ flow; if changes a lot, something is wrong #brandchat

Q3: How deep should we go in define our product brand before launching?

denverdogworks: RE Q3: it should be totally defined, research, tested and critiqued before launch #brandchat

socialtality: Q3: Prior to launch, know what customer need your product or service satisfies, and how it satisfies it. #brandchat

duxdlux: Q3 product brand will always evolve, but basic identity and positioning must be established before you even know how to launch. #brandchat

Brad42Fish: Q3: You need to have your desired brand completely nailed down before launching any product/service. #brandchat

MrWordsWorth: Q3: How deep? As the Bee Gees once asked, how deep is your love. Know it inside & out before you go out. #brandchat

DrFernKazlow: Q3 @brandchat U need 2b clear abt prod/serv/brand b4launching, but don’t want defining 2 become excuse 4 not acting! #brandchat

denvan: Q3 I always say the brand should be the spine of your product, not the sticker you paste on at the end. #brandchat

neilmckenzphoto: Q3: Need to define the brand before launching then again you won’t know what the brand is untl it is launched #brandchat

Brad42Fish: Q3: Or as @denvan puts it, maybe you should completely define your desired brand before developing the product/service. #brandchat

CASUDI: Q3 Deep as U have time & $ for ~however keep in mind it will evolve/change so needs to have the flex ingredient in initial design #brandchat

daddymacWI: Q3: Need to know brand before launch. Get it right the first time #brandchat

pmarckworth: RT @Brad42Fish: I agree Q3: You need to have your desired brand completely nailed down before launching any product/service. #brandchat

daddymacWI: Q3: Don’t get too stuck on defining brand at point in time, a brand needs to be constantly evolving #brandchat

DrFernKazlow: Q3 Strategy b4 launch essential, but don’t make defining/strategizing excuse for not taking action! #brandchat

LoisMarketing: Q3 #brandchat Begin with strong core brand … treat like core values .. realize brand will be refined and developed over time

denverdogworks: RE Q3: I think this question plays at the core of the Toyota problem. I think they didnt test enough b-4 launch #brandchat

denverdogworks: RE Q3: Ford brand recovered after Pinto fiasco and it even leaked to pay ppl off rather than fix the prob. #brandchat

maltaee: @christinet6d: Q3: U should develop your brand as deeply as possible before launch. #brandchat < How do you build it DEEPLY without people?

neilmckenzphoto: Q3: Need to define the brand before launching then again you won’t know what the brand is untl it is launched #brandchat

sCastilla: Q2: be honest and get the word out quick #brandchat

christinet6d: Q3: Important that brand remains flexible after launch. The deeper you dive, the more you know about where your brand can go. #brandchat

CathyWebSavvyPR: Q3 The deeper you go into branding & integrated marketing strategizing – the stronger the launch. include audience testing #brandchat

merylevans: Here’s another example. Peanut butter. Anyone quit Peter Pan? We switched, but went back after problems passed. #brandchat

denverdogworks: re Q3: Research, Research and more Research before launch #brandchat

correlationist: #brandchat Q3: a. define objectives b. define target c. test water with target subset d. modify/realign e. LAUNCH

MarketingMary: Q3 Go deep in defining brand before launch (consumer research, brand strategy) but evolve with the consumer. #brandchat

denvan: Ah Q3. The brand manager should define whole brand experience from conception to grave. Thta’s how deep it should go. #brandchat

DavidSandusky: Q3 all the way to the core #brandchat

pmarckworth: Q3 You must know who you are & be able to say it clearly before you can take any other steps. #brandchat

Brandingguru: Q2 – Toyota #Brand will survive with attempt to fix problems and facing them head on. If you have a #Toyota, you’ll love again #brandchat

CASUDI: @CathyWebSavvyPR Q3 ~ YES dont forget the connection between the branding & marketing strategy #brandchat

CathyWebSavvyPR: Q3 on the other hand – if you go so far into branding, you could end up with a brand yo love – that no one else loves/wants #brandchat

karenswim: I have to admit after a lot of time has passed I sometimes forget why I was “boycotting” a brand #brandchat

denvan: Q3 Properly defined, the launch is just another day at the office for a holistic brand. #brandchat

MrWordsWorth: @pmarckworth Absolutely. Know who you are and what you are about before you go out, then adapt as you interact. #brandchat

merylevans: Q3 How do you know when to stop? Very easy to keep going with research & strategy as no right/wrong/perfect answer. #brandchat

CathyWebSavvyPR: Q3 Launchinga brand requires balance – branding & marketing strategy go hand in hand B4 prod launch. idea, audience, need #brandchat

andrewmueller: Q3 define values, Corp ID, code of conduct, core messaging, desired perception by each public #brandchat

karenswim: Q3: Research your intended market, test with them, as @CathyWebSavvyPR pointed out don’t create brand u love, customers hate #brandchat

denverdogworks: RE Q3: Good example is Boston Market/Chicken. They launched too fast and too big before gaining hold in market share #brandchat

DavidSandusky: Q3 my favorite book on product launch is “Four Steps to the Epiphany”-Blank, it is about the customer #brandchat

CathyWebSavvyPR: Q3 Pord branding prlauch steps (skimming surface) 1)prod. idea, 2)ID need, 3)ID audience, 4)craft brand 2 match 2 & 3 #brandchat

DavidSandusky: Q3 core = values, compentency, strength GO DEEP #brandchat

JohnAntonios: testing is critical, but you can waste time. know your brand thoroughly and launch, knowing it will allow you to be proactive #brandchat

shotgunconcepts: Q3 — Brand should be embedded in the essential DNA / core of any product prior to launch #brandchat

correlationist: I say it is imperative! JoeKikta @MarketingMary Evolve with the consumer. Understand the market and don’t be afraid to change #brandchat

DrFernKazlow: @JohnAntonios Same issue of balance – testing can be avoidance of action #brandchat

merylevans: Q3 Could the depth depend on the product. For instance, cars have a serious safety issue. Needs more prep than a food item. #brandchat

maltaee: Q3: The whole point is to find ur unique niche/service, not how deep, u can launch 1000 products/day but will all fail soon. #brandchat

shotgunconcepts: Q3 — there should be a brand rep on any R&D / product development team #brandchat

denvan: Q3 Before launch, a brand is a hypothesis; at launch it’s a theory; after, if you’ve been smart, it’s a solid fact. #brandchat

denverdogworks: RE Q3: The media is designed to incorporate brand switching #brandchat

karimacatherine: Q3: Research and for this, SM is great. can even help you refine product! #brandchat

andrewmueller: Q3 to find ur “brand” you must test perceptions of customers, not by asking, but by analyzing the actions they take #brandchat

neilmckenzphoto: Q3: @JohnAntonios Your brand is initially defined by you but in the end your audience makes their own definition. #brandchat

JohnAntonios: @neilmckenzphoto this might translate into your forcing your brand, it should be a creation from a need of the client, not ours. #brandchat

Q4: What you do when your business didn’t get any attention after one year? Is it time to evolve brand? What type of check-up do you use to diagnose need(s)?

andrewmueller: .@brandchat Q4 the brand never stops evolving, if you view it as static you will fail! #brandchat

neilmckenzphoto: Q4: What do they say – “Evolve or become extinct”? #brandchat

Brad42Fish: Q4 Your brand’s job isn’t to get attention; its job is to be authentic + connect. Getting attention is job of your marketing. #brandchat

MrWordsWorth: Q4: you do the sales research, you do the focus groups, you look at why you’re not connecting, you evolve. #brandchat

LoisMarketing: Just spotted this post — thought I’d share with the #brandchat crowd! (expand)

karenswim: Q4: If it’s been a year & your biz has not rcd attention, you’re not in business! #brandchat

MarketingMary: Q4 If you waited a year to find out your brand didn’t get attention, you waited WAY too long #brandchat

CASUDI: Q4 ~ diagnosis first ~ then evolve/change brand and or marketing ~ or other ~ many brand changes can be a problem in itself #brandchat

neilmckenzphoto: Q4: Metrics – feedback from customers, influencers, media and of course – sales growth. #brandchat

merylevans: Q4 If you don’t evolve brand, it will die. That’s product life cycle. Brands live on due to RIGHT evolving not “sake of”. #brandchat

LoisMarketing: #brandchat Q4 One year likely WAY too long .. be ready to refine from the beginning. Ex: fast food chains quickly pulling menu items

GetResults: Q4 – brand launches as your idea, then market takes over & creates a new reality, Marketers must adapt or perish #brandchat

JohnAntonios: Q4: #brandchat understand why, study the options, and weigh the best alternative!

Brad42Fish: Q4 Your brand must be fluid, but it must always be true. #brandchat

correlationist: #brandchat – in this era of real time location intelligent discourses, you’d better be listening in real time, and acting in real time.

susanguarneri: Maybe nothing wrong with the brand but instead u chose the wrong target audience who does not value your brand? #brandchat

DavidSandusky: Q4 most successful brand did not get attention in year one – google, The Simpsons #brandchat

shotgunconcepts: Q4 branding is a slowcooker, not a microwave Takes years of customer experiences for results Changes too often, too quickly hurts #brandchat

wvpmc: Q4 if haven’t rcvd attention in a year without changing up tactics you prob don’t have interim benchmarks built into measurement #brandchat

andrewmueller: It is your brands job to give your publics a clear “gut feeling” about your product, service, or co. 1of2 #brandchat

andrewmueller: 2of2 this is done by living by values and demonstrating them at every touchpoint #brandchat

CathyWebSavvyPR: Q4 after 1 yr, brand gets no attn – ID where problem stems from: is it the product, branding, marketing, market forces or combo #brandchat

Brad42Fish: Q4: Always be willing to tweak your brand message. #brandchat

pmarckworth: Q4 plan, implement, evaluate (listen), adjust – over and over – will keep you from getting a year in & then being surprised #brandchat

denvan: Q4: And actually, uin my definition, a brand w/o attention is like art w/o an audience: a contradiction in terms. #brandchat

CASUDI: Q4 ~ the listening ingredient can give one a good take on brand, especially today w fast comm like SM #brandchat @correlationist

Brad42Fish: Q4: If no traction after a year, something other than brand might be problem: target, product, advertising, etc. #brandchat

DrFernKazlow: Q4 Have look at where the issue is-prod/service, target audience, marketing message or strategy, price point, lack of alignment #brandchat

MarketingMary: Q4 What is brand “attention?” Sales? P.R.? Core customers? Depends on metric if you consider brand successful. #brandchat

Brandingguru: Q4 The power to evolve the #brand is saving grace of smaller, more nimble ventures – or big ones who move like they are small! #brandchat

EricBuchegger: Q4 Reassess your marcom strategy, and determine if using right channels/mix. #brandchat

GetResults: @CathyWebSavvyPR Q4 – you can’t wait a year, you should be adapting (what you learn from sls) daily – it’s ongoing! #brandchat

Brad42Fish: Q4: Nothing kills a bad prodcut quicker than good marketing. (random but related quote I’ve always liked) #brandchat

shotgunconcepts: Agreed. Tweaks are the answer. Not massive shifts. RT @Brad42Fish: Q4: Always be willing to tweak your brand message. #brandchat

SJAbbott: Q4 Be realistic about time + attention. Make sure the model for your business works, and the brand supports it’s success. #brandchat

CathyWebSavvyPR: Q4 – Often it can take a year oso for a Brand to get traction – if it has been builing steadily, but slowly, tweak it, #brandchat

CathyWebSavvyPR: Q4 – Often it can take a year oso for a Brand to get traction – if it has been builing steadily, but slowly, tweak it, #brandchat

karenswim: Q4 I think key difference in building slowly and no attention, slow build is fine, no attn is problem #brandchat

GetResults: Q4 As @CASUDI points out – 2 many self-initiated changes can hurt brand ID, once launched, its all about responding to markets #brandchat

andrewmueller: Q4 sentiment analysis for each public, as well as financial info such as FRY, test raising prices and how it affects FRY #brandchat

andrewmueller: Q4 customer service activity, ask 1Q at end of each call “what three words best describe your experience today?” #brandchat

Pitch, Plugs, C2A

brandchat: PITCH: Hot TOPICS will continue here in 10 mins: #brandchat

neilmckenzphoto: Thanks everyone. Thoughts on this? (expand) #brandchat

denvan: Call to action: need thoughts on latest post: is PETA cruel to supermodels? My modest letter here: (expand). #brandchat

maltaee: Pitch: Nothing to sell you, I created Facebook fan page for branding staff > (expand) < JOIN 😀 #brandchat

Brad42Fish: 42Fish is a creative solutions firm that helps clients create their desired reaction via branding, mktg, advrtisng + design. #brandchat

CathyWebSavvyPR: Related topic tonight on #SmallBizChat – How to create a product-based business w/ @sandyabrams 8-9p ET #brandchat

GetResults: PITCH – Want help finding/initiating creative solutions to grow your biz/brand. Call 2 Action – Free Initial Consult #brandchat

DavidSandusky: new to #brandchat and added value today? you will be added to the list

CASUDI: MY new branding piece ~ (expand) I ‘d really like your opinion? #brandchat

DavidSandusky: #brandchat – Q1 was our HOT TOPIC: You can share ur 2 cents + resources here: (expand)

CASUDI: PITCH ~ About me ~ (expand) ~(apologies to those who got this on #brandchat :-)) #smallbizchat

karimacatherine: Nestlé Crunch are buzzing with YouTube, Facebook, and Olympic Stars {brand alert for @thebrandbuilder :)} #brandchat


It was all about branding with question one sparking a lot of discussion about marketing and branding.  Is it a chicken and egg scenario?  Is it marketing strategy and brand plan versus marketing and brand strategy?  Be sure to weigh in on the HOT TOPIC areas of the recap forum:

Q1:Which come first – marketing or branding?

correlationist: #brandchat Q1: marketing came first, because brands are built over time. First there has to be a product, then awareness, finally image ??

karenswim: Q1: B4 you can market, you have to have a clear & articulate brand message #brandchat

socialtality: Q1: Brand is born and then evolves according to marketing and interaction with customers #brandchat

MarketingMary: Marketing, the umbrella “M” word, is everything you do to build a brand and sales #brandchat

denverdogworks: RE: Q1 i think that brand should come first so you can market the brand #brandchat

neilmckenzphoto: Q1:Which come first – marketing or branding? I would say brand as it encompasses more than marketing. #brandchat

EF_Forbes: I think you have to understand your consumer/community expectations before you create a promise or expectation through branding #brandchat

denverdogworks: RE Q1: if you market first without brand how will people know who you are? #brandchat

MrWordsWorth: Q1: The brand should come first. Gives you something to market, and you refine by measuring your marketing. #brandchat

DavidSandusky: Q1 Brand. You must come to terms in what you stand for before you market #brandchat

neilmckenzphoto: Q1: @karenswim I see a lot of companies marketing without any clear & articulate brand message #brandchat

kikilitalien: Q1:Which come first – marketing or branding? I’m of the mind that branding should always come first #brandchat

MrktFrsh: Q1: BRANDING come first. MARKETING is the marketplace expression of ur Brand–permeates all media and communique. #brandchat

denvan: Q1 Branding is the engine. Marketing is the cupholders. (but maybe I’m biased). #brandchat

MarketingMary: Q1 Brand is association people have in their mind. Without actions (or inaction) how can customers form a perception? #brandchat

pmarckworth: Q1 your brand =who you are: person/product/company. Comes 1st &mkt.flows from it. Must understand & articulate your brand 1st #brandchat

MediaCollective: Branding sould come first, its your introduction to the party and first impression opportunity otw, your in sweat pants #brandchat

denverdogworks: RE Q1: You can market and advertize like crazy but if no one knows who you are what is the point? #brandchat

CathyWebSavvyPR: Q1 If have 2 choose, then marketing Strategy 1st, when ID cust./audience & what yr “selling”, then Branding, then mktg plan #brandchat

neilmckenzphoto: Q1: Brand is something you create or earn, marketing is something you do. #brandchat

MediaCollective: Q1 I guess theres no magic Brand-aid for that chicken or egg #brandchat

denverdogworks: RE Q1: there is a place that sells hamburgers…. There is another place that sells burgers with a clown! #brandchat

DavidSandusky: Q1 common mistake, sm biz eager to name a brand and tab w/logo. fun, but stands for nothing #brandchat

HuebnerPetersen: Before you can begin marketing you must establish a brand strategy & develop an identity (keys of BRANDING) #brandchat

andrewmueller: Q1 “Brand” is largely a result of Marketing, Product identity must be established before marketing is served #brandchat

MarketingMary: Q1 You may know what u stand for, target audience other promises, but only what customers perceive is true brand identity #brandchat

DavidSandusky: @MarketingMary true, but a great brand gets to lead perception by doing #brandchat

pmarckworth: Q1 @brandchat I agree it’s all marketing – different pieces that all need to be in place and tended #brandchat

CathyWebSavvyPR: Q1 Many of diffs. we are discussing come from definition of both terms – marketing vs marketing plan, branding vs bran ID? #brandchat

neilmckenzphoto: Q1: It funny that to mrktg folks its mrktg, to brand folks its brand – “To a hammer everything looks like a nail”? #brandchat

denvan: Q1: So are we agreed that branding is the chicken – and marketing the omlette? #brandchat

socialtality: Q1: Positiong and setting voice is art of branding. W/O positioning and voice, how does one market? #brandchat

DavidSandusky: Q1 is why I don’t like “ing” in brand. confuses what we do with a brand #brandchat

MikeBaltus: Doesn’t branding & mkting walk in a side by side formation simultaneously? #brandchat

pmarckworth: Q1 I think your brand is central and constant. Your message evolves based on strategy and audience. #brandchat

correlationist: #brandchat @brandchat – what is objective of asking Q1 ?? designing brand plans or mktg programs ??

JoeKikta: Dare I ask what everybody considers the difference between a Marketing Mgr and a Brand Mgr?…. #brandchat

DavidSandusky: Q1 I have never hired a marketing manager before a brand manager in product development #brandchat

MikeBaltus: brand is who you are as a company, mkting is you products your offering #brandchat

brandchat: Q1 but I have heard of marketing managers hiring brand managers #brandchat

neilmckenzphoto: Q1: @JoeKikta Sales are down,everyone is mad at the mrktg dept, time to bring in the “Brand” crew – “rebrand” #brandchat

livingforgiving: Q1 what came first? marketing or branding ~ answer: Brand, switchin ‘brand’ confuses customers & changes entire direction DO OVER #brandchat

GetResults: @brandchat Q1 – Brand intention is aspect of marketing. Once launched, brand evolves, influenced by mkting & cust acceptance. #brandchat

Q2: What brands are shining examples of branding done right + what ones are ‘losing’ at branding and why?

denverdogworks: RE Q2: Right: Levis Wrong: Tiger Woods #brandchat

socialtality: Q2:(drum roll plz) Apple-done right. IBM-just done? #brandchat

MrWordsWorth: Q2: I would say that NBC represents branding gone horribly wrong. NBC=nothing but clowns #brandchat

karenswim: Q2: Harley Davidson – brand done right #brandchat

DavidSandusky: Q2 Toyota had a great brand two weeks ago #brandchat

HuebnerPetersen: Q2: Well, of course, there’s Apple. Leading their category, innovating, providing consumers w/what they don’t even know they want #brandchat

jdojc: Toyota used to have branding done right. These days it’s struggling. #brandchat

MarketingMary: Q2 Target gets my vote year after year. Great positioning, consistency, authenticity, social responsibility=Credible brand #brandchat

neilmckenzphoto: Q2: My fav brand is DuffeyRoll in Denver. Once you have their cinnamon rolls you will become an evangelist. #brandchat

EF_Forbes: Definitely apple @socialtality. They created a true complete consumer experience with their brand. #brandchat

mariaduron: #brandchat Q2: Southwest, Zappos, Ford – right; AOL, Craigslist – wrong

jdojc: @mariaduron why Craigslist wrong? #brandchat

JoeKikta: @DavidSandusky Sounds good. I’ve seen them used interchangeably & I think branding & marketing so closely tied it matters little #brandchat

DavidSandusky: Q2 Apple, Southwest Airlines, Richard Branson, Zappos, #brandchat

socialtality: Q2:Apple focused on the user interaction – made “intuitive” foundation of brand experience. #brandchat

HuebnerPetersen: Q2: “Downward spiral”? Toyota (momentarily), not living up to customer expectations or delivering on brand promise. #brandchat

karenswim: Q2: Government – brand fail #brandchat

denverdogworks: RE Q2: I dont think Craigslist is wrong just how people use it. It is actually a great concept #brandchat

denvan: Q2 Apple is an obvious one. But I think they may be starting to let success dull their edge. #brandchat

EF_Forbes: Yahoo is certainly trying…They have completely rebranded and really made a big push with marketing #brandchat

socialtality: Q2: Toyota has a watershed opportunity to address concerns and make brand even stronger #brandchat

denverdogworks: RE Q2: Dominos is a good example of brand gone horribly wrong and now they are trying to change it. #brandchat

MediaCollective: Good brand,,,Trader Joe’s needs help brand,,, Toyota #brandchat

Verilliance: Interesting study I read this morning also about how brands that are online have more recognition and loyalty. #brandchat

CathyWebSavvyPR: Q2 Brands done well include apple, but they don;t really engage in social media well. long story. cd be sooo much stronger #brandchat

EF_Forbes: Whole Foods. Pretty incredible what they have done with branding. #brandchat

GetResults: Q2 – Tylenol is having an Anacin moment. Their response will either steel their brand, or they’ll have a long, painful, recovery. #brandchat

denvan: IKEA is always up there as a brand doing it right. #brandchat

karenswim: Q2: Sharpie and Dunkin Donuts – brands that get it right #brandchat

denvan: is an end-to-end brand promise-to-delivery success. If they can survive Amazon. #brandchat

correlationist: True. Probably because frugality of consumers in this enviro has redefined “value”. So Hyundai, Kia gain share @jdojc #brandchat

CathyWebSavvyPR: @EF_Forbes Yahoo may be an example of branding/marketin put before strategy. #brandchat

karenswim: Q2: Can’t ignore Starbucks for brand confusion #brandchat

Verilliance: Yahoo is using neuromarketing to help with brand repositioning #brandchat

correlationist: Agree!! Have you seen their SM engagement for a new store opening. @denvan IKEA is always up there as a brand doing it right. #brandchat

CathyWebSavvyPR: Q2/Q3 AT&T has done a pretty good branding turnaround (iPhone helped lots) #brandchat

AndrewDando: RE Q2: Springbok rugby team, Virgin gyms, Dunhill has just performed a great rebrand of its South african cigarettes #brandchat

livingforgiving: Q2 Brands done right? A: Levi Strauss … seemed like every1 owned a pair ~ Done wrong? Kodak – they fired their research dept #brandchat

evldesign: @brandchat A company branding right is JetBlue, tough industry at this time and they have high customer service marks. #brandchat

Q3: How do you save a brand on a downhill spiral?

denverdogworks: RE Q3: Good crisis PR plan! #brandchat

jdojc: Brand resiliency is important but these days, the company behind the brand needs to be resilient as well. #brandchat

socialtality: Q3: Save a brand from down spiral? Reassess your customers needs through careful research/monitoring and adjust and address #brandchat

EF_Forbes: Q3. If we take the dominos example, you listen and react instead of trying to blindly push ahead #brandchat

neilmckenzphoto: Q3: How do you save a brand on a downhill spiral? Hire a new agency and change the logo? Get new management! #brandchat

DavidSandusky: Q3 make sure all (sales/mktg/ops/HR…) remember brand values and work as ONE #brandchat

jdojc: Q3: A mea culpa followed by a very good action plan to redress issues #brandchat

gavangibson: brands like Apple, Zappos are reinforcing that #designthinking is the cornerstone of successful products and services. #brandchat

Verilliance: As for the Ipad…I don’t think it is underwhelming at all. The simplicity of the user experience is what nails it. #brandchat

wileyccoyote: RE: Q3, establish a killer #PR campaign w real customer testimonials and famous peeps or toss around the thought of rebranding #brandchat

Worob: Q3 Listen first. research. pinpoint where the issues lie. then take action #brandchat

Verilliance: This is what Apple does well…making tools that get “out of the way” of what we’re trying to do. #brandchat

MediaCollective: Q3 first listen, re-evaluate policy, product or issue, make a valid change then re-engage audience with truthful solution/change #brandchat

denverdogworks: RE Q3: I think we should ask the Obama team what they are going to do regarding question 3. #brandchat

CathyWebSavvyPR: Q3 Save a downward brand spiral w/ short term quick, but well-planned action. Then reassess &retool mrktg strategy #brandchat

karenswim: Q3: Identify source of spiral – internal? external? refocus, resolve #brandchat

EF_Forbes: Seems like listen is key point in saving brand So,shouldnt it be a key point in any branding?In construction of as well as fixing #brandchat

MrWordsWorth: Q3: downward spiral: you need to engage the consumers, see where the issues are, make changes, go back to them. Keep repeating. #brandchat

HuebnerPetersen: Q3 My thoughts exactly RT @wileyccoyote: Getting back to the core. What’s your brand platform, core identity, brand promise, etc? #brandchat

Worob: Q3 evaluate past initiatives and see what’s worked/what hasn’t. that’s the first step. #brandchat

jdojc: Q3: Check to see if you’re still relevant #brandchat

denvan: IMO Dominos went too far in dissing their old product. Colbert nailed them on this. #brandchat

pmarckworth: Q3 understanding core, listening and responsiveness may be things that keep brand from downward spiral in the first place #brandchat

neilmckenzphoto: Q3: @wileyccoyte – what if the core is rotten? #brandchat

Verilliance: Number one priority in brand resiliency: meet your audience where they are. #brandchat

Worob: Q3 don’t be something you’re not. dont launch a twitter campaign, for example, unless it makes sense. #brandchat

andrewmueller: Q3 Strong brands don’t have downward spirals, they have problem events they must react to in a way that exemplifies their values #brandchat

MarketingMary: Q3 Keep brand from downward spiral in first place with lots of sould-searching vs bonuses & accolades #brandchat

andrewmueller: Q3 toyota and the sticky accelerators is a good example, will be interesting to see how they react #brandchat

HuebnerPetersen: @EF_Forbes Agreed, change is often required, but 1st step is assessment/evaluation of core values, what your brand set out to do #brandchat

denvan: Q3 McDonalds has done pretty well at pulling out of spirals in the last few years by focusing on core promises. #brandchat

denvan: Q3. Starbucks is wrestling with this. CEO has gone back to basics in retail stares. But then he did that VIA thing… #brandchat

MediaCollective: Q3 good question, Pair larger than lifer’s with other key company players / share the light , if goal is to b more we vs. me #brandchat

livingforgiving: Q3: save a downhill spiral? A: fluid growth ahead of your target market Know ur customer base Know whats hot & whats not #brandchat

andrewmueller: Q3 so it appears that if an event can spiral, then best management is to get back to basics of the brand values and live by them #brandchat

Q4: When a company hires someone with a strong personal brand, how do you incorporate their brand without overshadowing company brand?

kikilitalien: Q4: When company hires some1 w/a strong personal brand or rep, how do u incorporate their brand w/o overshadowing company brand? #brandchat

MediaCollective: Q4: When company hires some1 w/a strong personal brand or rep, how do u inc their brand w/o overshadowing company brand? #brandchat

denverdogworks: RE Q4: incorporate that brand into your marketing efforts. You hear it all the time when so and so gets hired as a CEO etc. #brandchat

pmarckworth: Q4 good brand focus on meeting the needs of their best customers rather than pushing a product. keeps the core from rotting. #brandchat

karenswim: Q4: If you have hired correctly, personal brand will align w/co brand & culture so will not overshadow but enhance #brandchat

MarketingMary: Q4 When hiring a strong personal brand be sure it is in alignment with co brand=synergy #brandchat

neilmckenzphoto: Q4: I would hire as many people with strong personal brands as I could – just need to make sure they are working for me. #brandchat

denverdogworks: RE Q4: Shall we say Press Release! #brandchat

socialtality: Q4: Someone get Chris Brogan on the line . . . #brandchat

Verilliance: “digital consumers have stronger relationships with brands”. Not much info though. 😦 (expand) #brandchat

DavidSandusky: Q4 strong personal brand/reputation should alway enhance, not overshadow company #brandchat

karimacatherine: Q4: this is sthing that needs to strategized as their pesonal brand might be one of the reason why you are hiring them. #brandchat

EF_Forbes: q4 you harness the reach and influence of their personal brand instead of trying to take it over #brandchat

wileyccoyote: RE: Q4,I think it’s a win-win.If strong pers brand has strong following,hopefully that carries over into increased trust of brand #brandchat

correlationist: #brandchat – Q4. Personal branding is the KEY!! Everybody will need to have a personal brand, not just the CEO. Everybody.

denvan: Q4 Hire for the ability to shine light on the brand. Not upstage it. #brandchat

MarketingMary: Q4 Strong personal brands + compatible company brand=sum greater than individual parts #brandchat

andrewmueller: Q4 it is not a competition personal band is lent to the company and vice versa, they must be complimentary #brandchat

Pitch, Plugs, C2A, etc.

Worob: Gotta run. great insight. Looking fwd to next chat! Pls checkout my PR at Sunrise blog – #brandchat

brandchat: Next week’s THEME: SMALL BUSINESS BRANDING. Post Ur idea for ?s/topic around that theme here: #brandchat

DavidSandusky: #brandchat hot topics now posted. Post your articles, resources and bring on your thoughts (expand)

DavidSandusky: Your Brand Lives in a Virtual World (expand) by #brandchat original @neilmckenzphoto

HuebnerPetersen: A continuous & strategic investment in branding creates resiliency. Example: Toyota (expand) (Inspired by #brandchat)

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 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 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 #brandchat

DavidSandusky: @neilmckenzphoto and people like your blog on Your Brand Forums! (expand) #brandchat

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

The #brandchat convo continues to buzz along with great momentum, insight, debate, and valuable thoughts!  If you ever get a chance to jump on in on a Wednesday morning, you won’t find a finer group of people all focused on branding.

Enjoy the recap — golden nuggests here!

Q1: PR is a primary concern for every CMO + brand manager. Thoughts?

Brad42Fish: It might not be “primary” but it’s important, clearly important. #brandchat

mariaduron: #brandchat Q1: I believe this is true. Brands can no longer stand alone- they have 2 jump in 2 convo, they have 2 engage

wvpmc: Q1 PR (public relations) is a core competency for us, and a key componnet of a comprehensive marketing plan #brandchat

Brad42Fish: And depending ont he company and their current situation, PR is sometime primary. #brandchat

brandchat: RT @ wvpmc Q1 PR (public relations) is a core competency for us, and a key componnet of a comprehensive marketing plan #brandchat

brandingexpert: Problem is that too many ppl jump to PR w/o thinking out brand strategy first. #brandchat

wvpmc: Q1 Yet many companies don’t really understand that PR is a lot more than generating press releases (push) #brandchat

brandingexpert: What’s the point of raising awareness thru PR if you have no message? #brandchat

Brad42Fish: PR must be part of entire barnd/mkt strategy #brandchat

neilmckenzphoto: Q1: Put bluntly-If a CMO/Brand Mgr has to be reminded that PR is an important part of the mrktg mix, get a new CMO. #brandchat

tnehren: Q1: In branding everything needs to work in harmony, PR, social, interactive, broadcast. PR is a piece to the puzzle. #brandchat

McCourtRealtor: @wvpmc Very true! Why do they think PR is Advertising – not one in the same dont you think? #brandchat

brandingexpert: Worst thing is raising awareness – for the WRONG brand message. Costly, too. #brandchat

lisahanockjasie: ain’t it the truth RT @brandingexpert: Problem is that too many ppl jump to PR w/o thinking out brand strategy first. #brandchat

DrFernKazlow: Q1 It’s one aspect – brand strategy comes first – and that encompasses far more than just PR #brandchat

DavidSandusky: Primary for CMO, know brand promise or PR will be nightmare #brandchat

wvpmc: @McCourtRealtor marketing does not =sales, PR, or advertsing – includes product, price, place (distribution) decisions + promo #brandchat

jemcgrew: Q1: It is a primary concern and even more a problem when you don’t have a CMO…who does it fall to then #brandchat

neilmckenzphoto: Q1: @brandingexpert – Without strategy any marketing effort is suspect – this should be obvious. #brandchat

Brad42Fish: @McCourtRealtor PR and advertising are different but they must support same strategy. Each can accomplishthings the other can’t. #brandchat

chucksimmins: Q1: Think other concerns come first. Quality product / brand before PR #brandchat

brandingexpert: @brandchat CEO is ALWAYS the brand champion, IMHO. Gotta be from the top down. #brandchat

chucksimmins: End user / consumer should be focus of brand management. PR and marketing must get out of the conf room and into the street. #brandchat

Brad42Fish: @brandingexpert CEO has to be in on brand, but CEO might not be able to fulfill all jobs of the brand champion, maybe cheerleader #brandchat

pmarckworth: Q1 small comapnies often turn to a PR firm whose job is then to help them understand the need for strategy & big picture planning #brandchat

tnehren: PR follows same rules as anything else…stay on message, keep it relevant, communicate w/ right audience #brandchat

LoisMarketing: Q1: All messages — PR and otherwise — must adhere to brand. SOLID (not sold — sorry! brand must come FIRST. #brandchat

wvpmc: For larger companies, we work with the CMO – for smaller ones, we often are defacto outsourced CMO advising CEO, who is in charge #brandchat

brandingexpert: @pmarckworth Right tool for the right job, tho: PR is abt awareness, not brand strategy. Brand strategists shouldn’t do PR! #brandchat

sueburness: This is must! RT @Brad42Fish: PR must be part of entire barnd/mkt strategy #brandchat

BPrickett: @wvpmc I think PR & marketing in this day have to include a 4th “P” = Participation. SM makes that unavoidable #brandchat

wvpmc: We often help small companies figure out what their brand is – if promo doesn’t match you can create bigger problems #brandchat

jemcgrew: Q1: Re: no CMO…I find that then it is up to a good communications person to help guide the PR. Doesn’t always work #brandchat

Michael_B_Moore: Sometimes – best thing CEO can do to be “brand champion” is to trust & empower CMO or VPM to do their thing! #branchat #brandchat

BPrickett: @Brad42Fish I think PR gives words/message to brand strategy #brandchat

Michael_B_Moore: Q1 – interesting question about the role of SM in PR & brand communications! #brandchat

jemcgrew: Kodak’s @JeffreyHayzlett is a good example of a CMO that is very engaged and inspires direction within the company #brandchat

neilmckenzphoto: Q1: PR isn’t just for large co’s. If you can’t afford a PR profesional get a book on PR – there are lots of them! #brandchat

mariaduron: #brandchat @BPrickett I really like UR Fifth P of Marketing. I agree. Product, Price, Place, Promotion, Participation. U hit nail on head!

Q2: Social Media is not a strategy. Thoughts?

brandingexpert: RT @brandchat: Q2: “Social Media is not a strategy.” Agreed. But its tactics are driven by brand strategy. #brandchat

mrowlands: @brandchat True: Social Media is a collection of tools—just like TV, radio & print. Strategy rolls out using them. #brandchat

Michael_B_Moore: Q2 – I think SM is a strategy. It’s not an objective & Twitter/FB etc. would be ex. of tactics, so how is it not a strategy? #brandchat

neilmckenzphoto: Q2: SM is a strategy in the sense that it is a tool that might be used in the mix. #brandchat

bethlapierre: social media is part of a brand strategy. if yr a start up w/ a cool web product could be 50%, corporate 20% #brandchat

BPrickett: Q2 If SM is not part of strategy, I do think it should be more than a tactic. Too prevalent these days. #brandchat

chucksimmins: Q2: Must disagree slightly. SM in its infancy. Devoting resources to it is a strategic decision. #brandchat

bethlapierre: social media is branding technology, another tool in the brand manager’s tool belt #brandchat

tnehren: Q2: SM is a tactic used specifically to reach specific & measurable objectives. Strategies are more big picture. #brandchat

BPrickett: Q2 Look at impact YouTube had on brand of Burger King & Domino’s with vdeos posted online. Brand is being talked about! #brandchat

Brad42Fish: @chucksimmins It might be a strategic decision, but it isn’t a trategy in and of itself…but it does need a strategy. #brandchat

wvpmc: @BPrickett Agree in importance, but see too many biz misusing SM – it’s a new tool for 2-way promotion, user-gen content #brandchat

mrowlands: @brandchat Q2: Social Media are access points for audiences, conversation = tools used to deploy strategy in svc of org’s goals. #brandchat

LoisMarketing: Q2: SM is now a KEY ELEMENT of strategy .. not strategy itself #brandchat

bethlapierre: ppl think social media is great because it’s so cheap, but to effectively use, map, monitor, and analyze takes resources #brandchat

BPrickett: @wvpmc Still see SM as more than 2-way promotion. It’s about conversation, interaction…relationship (which is PR) #brandchat

brandchat: Access points? Tools? Yet, is it a strategy? If direct mail is an access point, do U have a direct mail strategy? #brandchat

neilmckenzphoto: Q2: A company has an adv, PR, pricing, distribution etc & SM strategy – what’s wrong with that? #brandchat

Brad42Fish: The biggest challenge of keeping SM on strategy is how instant it is. No time to confirm it’s on strategy. #brandchat

LoisMarketing: Q2: See need to keep SM messages fresh and original — agree w @chucksimmins about risk of rigidity #brandchat

neilmckenzphoto: Q2: @brandingexpert Agree about Kodak, went from being the best/experts to I don’t know what. #brandchat

Brad42Fish: SM can have its strategy, it jsut needs to fit into (be a aprt of) larger strategy. We could be arguing about semantics. #brandchat

Michael_B_Moore: Q2 Respectfully, are we more arguing about semantics than anything? SM is here to stay, it’s powerful & can build brands. #brandchat

GordWeisflock: @brandingexpert #brandchat …i work for kodak and i do everything i can to grow the brand and support the graphic arts industry.

wvpmc: @DrFernKazlow @mrowlands Good promotion was always about building bridges – SM shortens the feedback cycle #brandchat

wvpmc: @Michael_B_Moore I think the central question here is how SM fits into overal brand and mrktg plans + how to integrate #brandchat

Q3: You can’t hide the corporation behind the brand anymore or even fully separate the two. Thoughts?

pmarckworth: Q3 because the corporation doesn’t manage its brand in the same way anymore #brandchat

neilmckenzphoto: Q3: You can’t hide the corp behind the brand because it is the brand. People aren’t very trusting these days. #brandchat

BPrickett: Q3 Brand is NOW what others are saying about it. Goal is to monitor conversation & definitely get involved with it. #brandchat

chucksimmins: Q3: Well, you can. How many ppl know Yum is KFC? McDonalds once owned Boston Market. Who knew? Discoverable but not obvious. #brandchat

Brad42Fish: Q3: It depends on the company. Some brands are bigger than the company, especially consumer brands. #brandchat

brandingexpert: Q3: I kid you not, ALL of the major clients I have do NOT even understand brand strategy, so how CAN they incorporate it? #brandchat

mrowlands: @brandchat Q3: Agreed. Consumers’ push 4 transparency making it hard to hide. If brand = expectations, corps performance = brand. #brandchat

Brad42Fish: In the B2B world, especially in B2B services, the company and the brand are far more connected. #brandchat

LoisMarketing: Q3: Strong brand essential with perception of “corporations” today. Brand must speak to consumer first #brandchat

kimbrater: Q3: An organization that has truly integrated brand into their business has no need to hide. #brandchat

neilmckenzphoto: Q3: @brandingexpert Not only did they miss the digital photog trend they missed the digital medical mrkt and more.. #brandchat

DavidSandusky: Q3 no hiding. Where brand on your sleeve #brandchat

bethlapierre: in bigger corporations with multiple interest there is separation, there has to be. #brandchat

LoisMarketing: Q3: Customer ultimately loyal to reliable and true brand #brandchat

bethlapierre: with small companies the brand should be synonymous with the company as brand values should be embodied by all employees #brandchat

BPrickett: Q3 You can’t hide brand if you tried. Just Goggle the name…and there’s the “brand.” What are others saying, writing, posting. #brandchat

neilmckenzphoto: Q3: Many corps have a good reason to hide – they earned it! Hiding an elephant may not be so easy. #brandchat

Brad42Fish: @LoisMarketing My favorite question: Are your customers brand loyal…or brand lazy? #brandchat

tnehren: Q3: I think we’re going to see more and more where the corporation itself does become the brand. #brandchat

wvpmc: A large corporation has its own brand, which can help or infect its product brands #brandchat

Q4: Every1 is a brand manager

Michael_B_Moore: Q4 – Agree to the extent that one’s actions touch consumers – however indirectly. #brandchat

Michael_B_Moore: Q4; Ensure that everyone’s acitivities are aligned with brand positioning & strategy. #brandchat

bethlapierre: i’d say brand rep rather than brand manager, makes us brand managers and strategists shudder :0) #brandchat

BPrickett: Q4 YES! When I teach PR workshop, I encourage companies to empower & train their folks to be the front line of PR. #brandchat

pmarckworth: Q4 if a company’s brand is well integrated into their operations, everyone in the company is an effective brand manager #brandchat

wvpmc: Q4 Everyone is a brand advocate or detractor, not a brand manager – someone needs to be in charge of oversight #brandchat

DavidSandusky: Q4 everyone represents the brand. Own it? If there is pride, you have brand champion #brandchat

bethlapierre: the hard part is getting everyone aligned #brandchat

brandingexpert: Q4: “Every1 is a brand manager. True? False?” FALSE. Everyone is a brand EVANGELIST after being given the brand strategy. #brandchat

BPrickett: Q4 Part of employee training should include what to say about company. The short 30-sec elevator speech. Involve them in brand #brandchat

Michael_B_Moore: Q4 – the best brands r those driven by a vibrant/authentic culture. In those instances everyone lives the brand! #brandchat

LoisMarketing: Q4: Internal messages and company direction must communicate brand #brandchat

tnehren: Q4: Not everyone is necessarily a brand manager, but they are all brand facilitators #brandchat

McCourtRealtor: @bethlapierre Yes, every person representing UR co. needs 2 understand brand strategy. If they don’t, UR sending them out blind #brandchat

LoisMarketing: Q4: In SMB market this is very true #brandchat

chucksimmins: @BPrickett Yes! Every employee ought to have the elevator speech. #brandchat

Brad42Fish: @brandingexpert ot everyone is a brand manager, but everyone is brand ambassador. #brandchat

brandingexpert: If the brand strategy is REALLY well-constructed, each person should be able to personalize it into his own tasks. #brandchat

neilmckenzphoto: Q4: Everyone in a company is not a Brand Manager-representitive, zealot, emissay maybe. Depends on their experiences. #brandchat

DavidSandusky: Q4 why hiring for vision of culture is so important for every business. The CEO’s brand is so important #brandchat

pmarckworth: @tnehren I agree brand facilitator or brand evangalist is a better role #brandchat

BPrickett: Q4 Vibrant culture, employee ambassadors = back to work of PR and internal relations. We are part of the whole brand strategy #brandchat

wvpmc: No #brandchat

brandingexpert: Yup. The LAST thing ANY of us need are MORE MANAGERS!!! 😀 #brandchat

Michael_B_Moore: Q4 w/out regard to how u describe it – everyone in the co. must reinforce brand positioning/strategy #brandchat

chucksimmins: Q4: I guess manager depends on def of management. One employee off message can ruin brand. To me that means mgnt and manager #brandchat

jemcgrew: @Michael_B_Moore: Agree, everyone in the company SHOULD support the brand and move it forward positively #brandchat

BrandAide: Q4: Every good brand needs a leader to execute the strategy and give someone for the activists to follow. #brandchat

LoisMarketing: Q4: Have lived thru strong disconnect btwn company brand and staff experience! Are you w me? #brandchat

chucksimmins: Q$: If one person can screw things up, they have all the power of a manager and management, don’t they? #brandchat

lbbinc: @Brad42Fish and too many brand managers are just brand keepers, just want to make sure they don’t lose any share #brandchat

BPrickett: Q4 If the employees see themselves as brand managers, ownership is more likely. Empower them! #brandchat

neilmckenzphoto: Q4: Are we confusing Brand with a company’s Mission? #brandchat

brandingexpert: RT @wvpmc: “what are top 3 considerations CMO should nail down be4 promo?” Leadership, clarity, credibility #brandchat

Brad42Fish: @brandingexpert top 3 for CMO: audience, essence, promise (if 4: self) #brandchat

Plugs, C2A, Pitch, etc.

brandingexpert: PLUG: Book: Site: Monday AM Free chat: (expand) #brandchat

jemcgrew: PLUG: Check out and Denver Classic Car Examiner (expand) for my writing #brandchat

brandingexpert: RT @richmeyer: “Why does most branding fail?” Got a whole chapter in my book on that… 😀 #brandchat

Michael_B_Moore: PLUG: Our P2P consulting brings teams of F500 execs. to help ‘bullet proof’ strategic challenges. Works great w/ agency pitches! #brandchat

pmarckworth: Thanks for another great brandchat everyone. Plug:I make my clients the obvious best choice for their customers. #brandchat

Brad42Fish: PLUG: 42Fish is a creative solutions firm that helps clients define and create their desired reactions. #brandchat

neilmckenzphoto: Plug: Helping to tell the story of great bus & personal brands through adv/mrkt expertise & master photography. #brandchat

bethlapierre: thanks much. would love some of you as guest writers/interviewees for DM me if you’re interested #brandchat

DrFernKazlow: Plug: Workshops/ Private consults: Power Connectg 2 maximize/monetize ur biz, brand, SM & “Get Big(ger)” #brandchat

Woohoo!  Here we go with week SIX of #brandchat! Everything we chat about is about ‘the brand’ and a crucial component of any brand is ‘the human factor’.  From personal brands, to small businesses  to large corporations, the dynamics of the ‘human factor’ in face to face interaction, phone to phone and the raging online conversations  become more and more pertinent.  To ignore it is to be ‘So 1980s!’.  Some are embracing it, some are struggling; some are champions of it while there are still others who think “we can’t allow the customers to control the conversation”.  Whether you’re ‘sticking your neck out there’ or you’ve ‘buried your head in the sand’, personal brands and the human factor and molding, cultivating and forcing brands to take notice and at, the very least, consider them.

Hope you’ll “jump on in” with us in the conversation on Twitter, live and streaming, every Wednesday morning 10 a.m. CST.  Follow the moderator (s) of #brandchat on Twitter at

This week’s #brandchat is brought to you by the Personal Board of Advisors – your personal and business development solution!

Q1:@ SXSW, panel w/BrianSolis +ChrisBrogan disc. 7mil Twitter users + 125mil Facebook. Brands,personal + biz need 2 tap FB SO… #brandchat

(CONTINUED)  Q1: What brands do you see using Facebook well? Personal or business or both. #brandchat

Q2: Pearson’s requires every employee to set up a Facebook pg. (expand) How does a co. manage personal brands? #brandchat

Q3: For your personal brand, what have U done on Facebook? Successes? Failures? #brandchat

CONTINUED: Q3: Sounds like a time 2 brainstorm!! How can U make the most of UR FB presence, biz or personal. Ideas? #brandchat


Are you a part of the Facebook group, go 2 #brandchat