Posts Tagged ‘corporate brands’

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)


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

We covered this, best resources and more!

Here’s the recap….

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

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

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

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

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

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

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

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

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

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

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

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

DavidSandusky: Q1 my brand read (and other) choices can be found here: (expand) #brandchat

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

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

DavidSandusky: many tell my my Strategic Career Plan is great for those planning lasting impression in career (expand) #brandchat

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

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

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

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

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

Q2: Here’s a list of the ‘downside’ of branding Do you agree, disagree,have more 2 add 2 the list?

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

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

IMAGEidentity: Oh sorry! Q2 Agree comment #brandchat

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

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

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

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

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

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

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

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

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

IMAGEidentity: Authenticity is the key. #brandchat

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Q4: When does branding become shameless promotion?

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

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

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

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

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

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

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

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

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

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

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

Pitch, Plugs, C2A, etc.

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

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

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

IMAGEidentity: Also, post your must reads at a friend of mine’s site (expand) #brandchat

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

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

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

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

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

marketized: // Tweet Cloud for Luxury Brands >> (expand) + #branding + #brandchat + RT @socialmediamvns

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

What a lively discussion we had about branding once again! Thanks to @neilmckenzphoto and @michael_b_moore and @TFSsmallbuz for contributing questions for the discussion. And, many thanks to all brandchatters for their insights, thoughts and resources especially to @bethlapierre who was ON FIRE in Wednesday’s #brandchat!

Here’s the recap…

Q1: Media just connects things, it’s a conduit – it’s not interesting, not even the social kind. Thoughts? (from this article: )

BaerDesignGroup: @brandchat Social media is just one part of the effort to deliver a brand message. It’s the message not the medium. #brandchat

McCourtRealtor: Q1: It’s a tool I agree. But, I think it has to be able to tell an interesting story + b interesting enuf 4 ppl 2 tune in. #brandchat

neilmckenzphoto: Q1: By itself I agree that SM is not interesting. Its the people and their message that make it interesting or not. #brandchat

apowerpoint: Media is the vehicle by which messages are passed; Social leverages people to do it. #brandchat

pmarckworth: Q1 Story is the compelling part. Social media allows discussion – way beyond letters to the editor – in real time #brandchat

Mikimel: Greetings #brandchat interesting Q’s today. They say “the media is the message” I don’t think brands can ignore this concept.

neilmckenzphoto: Q1: Too many social media experts tell you “how” to do but not “what” to do – lacking on strategy of why to use sm. #brandchat

BaerDesignGroup: Social Media outlets can deliver a human element to a brand in small direct messages, very different than a TV ad. #brandchat

brandingexpert: IMHO, Media – even social media – is a distribution system. Only instead of distributing soap or motor oil, it’s information. #brandchat

brandingexpert: It’s what you send THROUGH the media pipes that makes the difference. #brandchat

Q2: What would happen if we acted on the implications of social media, rather than just use it as cheap media?

McCourtRealtor: Q2: I believe that ppl do not invest in enuf strategy in SM b/c it’s cheap….big mistake.. HUGE! #brandchat

brandingexpert: Problem I see w/ SM is too many think the media is the message. It’s not. You’re not “cool” b/c you use SM. #brandchat

neilmckenzphoto: Q2: If you use social media as “cheap” media then you will be lost in the big pile of other cheap media. #brandchat

brandingexpert: IMHO. SM is like e-mail used to be: Ppl think it’s free, so they use it. But yelling in the street is free, too. 😀 #brandchat

bethlapierre: social media is just what it says- media. like tv, web banners, etc. it is another tool #brandchat

neilmckenzphoto: @brandingexpert Agreed, SM is the message only the instant when you start using it – after that it is the medium. #brandchat

bethlapierre: social media will continue to be the next big thing- first myspace, then facebook, then twitter #brandchat

DavidSandusky: Q2 I like slide 6 from Joosten, P&G innovation. What SM is not shiny object syndrom (expand) #brandchat

apowerpoint: Cheap media often means ‘remnant’ inventory where you can buy in bulk; social tends not to be ‘bulk’ anything. #brandchat

bethlapierre: if you don’t have an overarching strategy + guidelines for Smedia you’ll be obsolete before you even scratch the surface #brandchat

bethlapierre: social media strategy + guidelines to usage will allow you to take advantage of the next big thing, whatever it is #brandchat

DuetsBlog: @brandchat Q2: You can’t stand out if you don’t have something interesting to say, u get lost in the mix #brandchat

MikeDriehorst: @brandingexpert Media does not=message, you’re right. But the media makes message delivery & content diff than traditional media #brandchat

DavidSandusky: Q2 in marketing, people fail jumping from one tool to another with never realizing WHY they fail #brandchat

mariaduron: #brandchat @DuetsBlog I am agreeing w/U + believe that’s true of ANY MEDIA

brandingexpert: @MikeDriehorst Agreed. The fact that you chose to work w/ SM DOES have an effect, IMHO. #brandchat

TSFsmallbus: @DavidSandusky That’s why you should make sure you know and understand the medium you are using. #brandchat

shopperguy: @brandingexpert I do think the media can enhance the message (i.e., make it cooler) but you’re right that it starts w the message #brandchat

apowerpoint: Every adjective in front of ‘media’ means different ways of doing things and potentially different outcomes. #brandchat

DavidSandusky: Q2 SM like offline connecting. Cool kids adding value sustain, the rest complain #brandchat

bethlapierre: personal brands + sMedia have always existed, it’s personality and communication #brandchat

Q3: What are you thoughts on “brand positioning”? Good, bad, antiquated, thoughts?

DavidKearsley: Q3-in a global economy, lack of brand position relegates to commodity status and value to communicate unique nature of offering #brandchat

bethlapierre: brand positioning: expired #brandchat

bethlapierre: brand narratives are the new brand positioning #brandchat

brandingexpert: “Brand positioning” is still valid, IMHO. But since 1975, there’s been far more to branding, which is why I wrote ROBX. #brandchat

TSFsmallbus: @bethlapierre Doesn’t the team enhance or diminish the value of the brand? #brandchat

McCourtRealtor: @bethlapierre What’s a brand narrative ? #brandchat

BaerDesignGroup: @brandchat Brand positioning is key to your spot in the mrketplce. Without it-your spot will be taken by competition. #brandchat

apowerpoint: Q3 – How do we know what a brand stands for without positioning (or differentiation)? #brandchat

DavidSandusky: Q3 brand positioning is still important. Know the brand and set in motion in the right place #brandchat

bethlapierre: we know what a brand stands for by listening to the story it tells #brandchat

DavidKearsley: Right on! – brand narratives – brand has to have a story… reason for being #brandchat

neilmckenzphoto: Q3:Brand positioning as a term may have expired but the function remains.To come up with something new change its name #brandchat

TSFsmallbus: There’s no such thing as positioning. It’s completely arbitrary and dependent on someone else’s thoughts e.g. Google. #brandchat

BaerDesignGroup: @brandchat Positioning is the relationship with the other brands in the category. Almost impossible to ignore.#brandchat

bethlapierre: positioning takes one key idea and repeats it over and over again. #brandchat

apowerpoint: @DavidSandusky Agree to a point, but is often based on cues/messages offered by the brand. Need to align solutions to needs. #brandchat

TSFsmallbus: You can’t position your branding message, you can only emphasize it to your target client group. #brandchat

DavidSandusky: @McCourtRealtor authentic of course. but saying authentic is mrkt, being authentic is brand #brandchat

brandchat: RT @TSFsmallbus You can’t position your branding message, you can only emphasize it to your target client group. #brandchat

bethlapierre: there is no product that you sell that your customers can’t find elsewhere for about the same price/quality/service #brandchat

DavidSandusky: @apowerpoint yes, but don’t complomise values, EVER. That is what the brand stands or and why so personal #brandchat

TSFsmallbus: For branding to be effective it must tell a continuous story over a period of time. #brandchat

neilmckenzphoto: Q3: @bethlapierre Isn’t the who’s got the best story your biggest point of differentiation? #brandchat

DavidSandusky: Q3 both, brand is strategic and can be creative…or innovative I prefer #brandchat

Q4: Branding is a strategic endeavor, not a creative enterprise. Do you agree?

bethlapierre: RT @brandchat: Branding is a strategic endeavor, not a creative enterprise. Do you agree? Absolutely great question. #brandchat

BaerDesignGroup: @brandchat Positioning gives your brand an exploitable and defendable position in the marketplace. #brandchat

bethlapierre: it’s both actually #brandchat

DavidKearsley: I believe “IF you cant position your brand message, you can only emphsize it to target group…every brand has a “position” #brandchat

bethlapierre: branding is first a strategic endeavor then a creative enterprise #brandchat

TSFsmallbus: Branding is a strategic endeavor executed by a creative enterprise. The strategy comes first. #brandchat

McCourtRealtor: RT @TSFsmallbus Branding is a strategic endeavor executed by a creative enterprise. The strategy comes first. (AGREED!!) #brandchat

neilmckenzphoto: Q4: Branding is a strategic endeavor, a creative enterprise and the result of your strategies, creativity and deliverables. #brandchat

web20empire: @bethlapierre Exactly, so many people are looking to find the “hottest opportunity/product” for success. It’s you that matters #brandchat

apowerpoint: Strategies are ways to achieve an objective; creative focuses on execution and paying off the promise. #brandchat

Mikimel: RT @BaerDesignGroup: Positioning is the relationship with the other brands in the category. Almost impossible to ignore.#brandchat

BaerDesignGroup: @brandchat Branding is both strategic and creative. New strategies are created by new ideas. #brandchat

DuetsBlog: @brandchat Q4: It needs to be a marriage of the two to be successful, though they could stand on their own #brandchat

Q5: (from @TSFsmallbus) what is more important: the brand or the team creating the brand? #brandchat

bethlapierre: Q5: important to who? the audience or the company/product #brandchat

TSFsmallbus: RT @bethlapierre: Q5: important to who? the audience or the company/product – the company #brandchat

bethlapierre: for the company the team is most important, for the audience the brand is most important #brandchat

DavidSandusky: Q5 the brand is started by people…recruiting the right people around those values is #1 #brandchat

BaerDesignGroup: @Brandchat Brand is king. Many minds create the force behind a successful brand. A great brand should go on & on….#brandchat

neilmckenzphoto: Q5: Bus brands will/may/should should trancend the team creating it. For per brands they are the same. Sorry @brandingexpert #brandchat

TSFsmallbus: @DavidSandusky Your team mush have the same values and objectives to be effective. #brandchat

bethlapierre: @DavidSandusky team alignment is crucial #brandchat

mariaduron: @BaerDesignGroup I agree, if fed + nurtured well. if there’s disconnect between message + serv/prod delivery, will discount brand.#brandchat

bethlapierre: what if the brand team is an agency? hard to get them to have the same values. #brandchat

aliciafalcone: #brandchat Q5: Values can attract the right people to the brand – both employees and customers. #brandchat

DavidSandusky: @TSFsmallbus I know that brands succeed or fail because of the people – can you tell I’m exec recruiter trained? #brandchat

DuetsBlog: Q5 How can you have a brand without a team behind it? #brandchat

kathy_moore: Branding is first a strategic endeavor then a creative enterprise; nice way to put it per @bethlapierre #brandchat

bethlapierre: RT @DavidSandusky: @bethlapierre team positioning- branding by committee. ‘the CEO’s wife likes blue, we’re going with blue’ #brandchat

DavidSandusky: Q5 why agency jobs are hard. market the brand, the people might not deliver #brandchat

bethlapierre: RT @DavidSandusky: Q5 totally. they’ve got their $100,000 brand manual on a shelf #brandchat

DavidSandusky: Q5 am I weird because I help small business understand brand via personal brand experience/value? #brandchat

TSFsmallbus: @DavidSandusky Not at all. You are helping your clients to see branding from a personal perspective so they see the value. #brandchat

neilmckenzphoto: Q5: @davidsandusky You are not weird, you are innovative and smart – real smart! #brandchat

Pitch, Plugs, C2A etc…

bethlapierre: launches july 15th. brand inspiration, movers and shakers, creative, etc. looking for guest authors #brandchat

DavidSandusky: @neilmckenzphoto thanks my man! You are smart too! see you at the next @YourBrandRadio ! #brandchat

DavidSandusky: @Mikimel the good news is we can all come add to convo here: (expand) #brandchat

apowerpoint: On the creation myth of garage start-ups (expand) They start when working someplace else. #entrepreneur, #brandchat

AuthorJMilton: TIP: Those that want to follow Hashtag for Personal Branding, just Tweet “follow #brandchat

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

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

Here’s the recap!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

McCourtRealtor: Q2: Google, Kleenex, Xerox #brandchat

DrFernKazlow: Q2 Ahh the question for insomniacs. #brandchat

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

McCourtRealtor: Q2: Coke #brandchat

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

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

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

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

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

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

brandchat: RT @kfcatoe Rave #brandchat

andrewmueller: GOOGLE #brandchat

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

aliciafalcone: Q3 Also, customer retention #brandchat #brandchat

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

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

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

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

dslatter: Q3 focus group = herd mentalty #brandchat

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Thank YOU to everyone who participated in the CHAT!  What an amazingly educational discussion about “what IS a brand”?  How do YOU define it?  How do you measure it?  How do you make it bigger? And, how do small brands take advantage of opportunities with large brands falter?

Here’s the recap of high points of the discussion.  Hope you’ll join us next Wednesday, May 13th, at 10 a.m . CST for the next edition of #BRANDCHAT.  To see or suggest discussion questions and topics visit the #brandchat Facebook page at

Sadly, some people said that their employer blocks FACEBOOK (sadness for their grief and frustration that their employer just doesn’t understand the power of this amazing online database!).  So, for those stricken with employers not yet “in the know” the #brandchat questions will also be posted on Monday at in the FORUMS section under NETWORKING.  Of course, if you can join us on the Facebook page – you’ll get the questions quicker…along with some other tidbits!

Here’s the RECAP – MAY 6TH:

Q1: from @bradfordshimp – What makes a brand a brand?

nrohrbach: Q1: brand becomes a brand when it’s more than a logo, when you make it your reputation #brandchat

tmonhollon: @brandchat Q1 Depends on who’s defining it. All stakeholders may have a different definition. Important to consider all. #brandchat

andrewmueller: You have ‘brand” when a critical mass of your customers arrive at at gut feeling about your product, service, or company #brandchat

neilmckenzphoto: Q1: A brand is how the market sees you – can be either good or bad, strong or weak, common or unique. #brandchat

BrandAide: Q1: A brand consists of the feelings, emotion, and opinions “consumers” have about you or your company. #brandchat

andrewmueller What do you consider a “critical mass”? Or, does each company need to define that? #brandchat

ideaAnglers: Q1: The best logo or slogan won’t help a company with poor customer service, branding is about how your customers react to you #brandchat

tmonhollon: Last year, we rebranded our 25-year, $2billion, franchised company. You learn a lot about your brand when you redefine it. #brandchat

DrFernKazlow: Q1: Point of connection betwn U, ur biz, niche market, & marketing where U b/c THE “fix” 4 their prob #brandchat

BrandAide: Q1: You can try to manage that perception to enforce your desired brand but ultimately the market will decide. #brandchat

AllanDeYoung: Q1: when the company consistently delivers upon its promise and becomes recognized for that value proposition #brandchat

andrewmueller: Critical mass is determined by the size of your market- enough consensus among customers so that the feeling spreads orgaincally #brandchat

@tmonhollon Lessons from rebranding: 1) Logo and name matter but are just one part of the package. #brandchat

neilmckenzphoto: Q1:Brand consists of everything you do, products, service, marketing, quality.. and the list goes on. #brandchat

@AllanDeYoung Q1: when the company consistently delivers upon its promise and becomes recognized for that value proposition #brandchat

andrewmueller: @tmonhollon logo and name can help, but are often over emphasized at the expense of customer interaction at each touchpoint.

BrandAide: Q1: A great brand represents a firm or person who follows through with their messaging, has a competitive adv, and fills a need.#brandchat

tmonhollon: @brandchat 2) A brand is a living thing that can evolve to best reflect your values + respond to perception of the market. #brandchat

neilmckenzphoto: Q1: A great logo or name can not make up for shortcomings in other areas of a business or organization. #brandchat

tmonhollon: @brandchat 3) People are a critical part of the brand. Internal and external, they are what truly defines u w/in the market. #brandchat

DrFernKazlow: @andrewmueller @tmonhollon – Agree – name & logo one element -have b/c oversimplification and identification w/ brand #brandchat

tmonhollon: @andrewmueller Absolutely. That’s why it’s important to think of your brand in terms of user interface. How do ppl experience it? #brandchat

neilmckenzphoto: Q1: Can you really “rebrand” a company or are you just “repackaging”? #brandchat

andrewmueller: @tmonhollon “brand” as user interface, interesting idea, maybe better to think of “company” as user interface + brand as result #brandchat

DrFernKazlow: @neilmckenzphoto Yes you can re-brand. It’s not your father’s oldsmobile. Fiats working on it now! #brandchat

andrewmueller: @neilmckenzphoto if you can change the gut feeling your customers have you can rebrand if not you just change your corp identity #brandchat

mariaduron: @neilmkensphoto – I think U can evolve UR brand – which is often how people define rebranding. #brandchat

neilmckenzphoto: Q1:@DrFernKazlow-Oldsmobile would be more like “reinvention” than “rebrand” – much more than a slogan to be successful. #brandchat

DianeRines: #RTathon RT @BrandAide Q1: A brand consists of the feelings, emotion, and opinions “consumers” have about you or your company. #brandchat

Q2: How do you turn a local brand into a national brand?

tmonhollon: Q2 B4 you go national, ask how big a system you can support. Think biz 1st or your customers will feel it & brand will suffer. #brandchat

nrohrbach: Q2: this may seem like a no-brainer, but make sure you’ve succeeded in branding at the local level before going national #brandchat

ideaAnglers: Q2: @nrohrbach exactly, if you’re struggling at the local level, moving National won’t fix your problems! #brandchat

brandchat: @nrohrbach Not a “no brainer”. Have seen many “brands” thinking that they have more chance giving nat’l a go than local. #brandchat

neilmckenzphoto: Q2: To take your brand nationally you must first have a “local” brand. #brandchat

DrFernKazlow: Q2 Your Pt of Connection may morphs or changes when U go from local to national – every aspect must be re-examined #brandchat

DrFernKazlow: @neilmckenzphoto Re-inventing is beginning of re-branding! #brandchat

tomcomber: @neilmckenzphoto Not sure I agree with you there. Plenty of companies have national presence without developing locally. #brandchat

tmonhollon: @nrohrbach Also, ask why you want 2 go natl. Not always the best growth strategy. Regional, service lines might be better. #brandchat

andrewmueller: @neilmckenzphoto disagree completely! You can launch a national brand it is done all the time #brandchat

DrFernKazlow: @brandchat @neilmckenzphoto Sometimes u go local 2 national other times esp w/ internet direct national/ global #brandchat

mariaduron: #brandchat @@tomcomberI don’t agree – think that’s why U see franchisors looking 4 local’s all local + people focused.

Whistletree: @tomcomber Could it be that a brand begins with a niche/focused group and then builds from there? #brandchat

nrohrbach: @tmonhollon this is true, local to nat’l does seem like an awfully big jump, especially if “local” is a small town! #brandchat

andrewmueller: Examples of national brands launched nationally include car companies, internet properties, etc. #brandchat

tmonhollon: @mariaduron Interesting that you bring up the franchise model. Typically, you buy a “national” brand to implement it locally. #brandchat

DrFernKazlow: @brandchat @neilmckenzphoto Sometimes u go local 2 national other times esp w/ internet direct national/ global #brandchat

Whistletree: @tomcomber Could it be that a brand begins with a niche/focused group and then builds from there? #brandchat

andrewmueller: Examples of national brands launched nationally include car companies, internet properties, etc. #brandchat

DrFernKazlow: @nrohrbach @tmonhollon Part of prob going local 2 national/global is ppl afraid of “getting big” & taking their space #brandchat

tmonhollon: @andrewmueller Web-based is a good exception, but with natl brands, sales is still usually local. Feet on the street = sales. #brandchat

mariaduron: @@tmonhollon #brandchat – agreed that happens but it was local somewhere, sometime + created community b4 going nat’l Look @ MickeyD s

bradfordshimp Agreed + they created community online. That was THEIR location, location, location. #brandchat

DrFernKazlow: @bradfordshimp Morning – agree abt internet companies, totally changes biz dev paradigm #brandchat

BrandAide: Q2: National brands also have local brands – depends on how they are managed in your town #brandchat

andrewmueller: problem of going national from local is one of business model #brandchat

McCourtRealtor: RT @neilmckenzphoto Q2:@andrewmueller Nat’l launches start locally w/research – could be many locales. If it works there then exp #brandchat

McCourtRealtor: Franchises all developed local communities (followers) even if that group ‘lives’ online. From there must have biz model 2 grow #brandchat

andrewmueller: Many corporation lauch products as “brands” nationally after local research which is not launch, true for “house of brands” co’s #brandchat

DrFernKazlow: Q2 Always a location, online loc = community, ranking, brand recognition/visibility #brandchat

Q3: Are smaller brands taking market share?

BrandAide: Q3: There are no small brands only small brand managers 🙂 #brandchat

tmonhollon: @brandchat Q3: Niche brands thrive when they R lean, nimble, custom. Small brands that act too big may suffer due 2 less support. #brandchat

Whistletree: @brandchat I feel social media levels the playing field & allows smaller brands 2 capture % of market share they wouldn’t have. #brandchat

christinetonkin: @BrandAide What is the brand manager’s job? #brandchat

bradfordshimp: I see smaller soda brands right next to the big brands more and more – same for other products. #brandchat

tmonhollon: @mariaduron Franchises can be a great balance local v. natl, small v. big, b/c you can act local but get global support. #brandchat

andrewmueller: @brandchat P&G is an example of “house of brands” P&G their products are branded individually + have little cross influence #brandchat

neilmckenzphoto: Q3: Company size is not a condition for having a brand. #brandchat

ideaAnglers: Q3: I’ve even seen LARGE company brand one of their products to look like a “house/small brand.” Even the big dogs see that niche #brandchat

BrandAide: @christinetonkin Brand Mgrs ensure that core values are communicated and felt at all consumer touch points #brandchat

bradfordshimp: What about when large brands stumble? Is your small brand ready to take market share? #brandchat

mariaduron: RT @BrandAide @christinetonkin Brand Mgrs ensure that core values are communicated and felt at all consumer touch points #brandchat

tmonhollon: @ideaAnglers The idea of the niche is being embraced more and more even w/in corporate brand strategies. SM plays a part. #brandchat

McCourtRealtor: @ideaAnglers Yes, big dogs are seeing the niche + that’s why there’s such a LUV 4 social media 2 level that playing field. #brandchat

nrohrbach: @bradfordshimp GREAT point,mom and pop need to be poised to fill a gap when big co. perturbs a vendor or sparks a scandal in news #brandchat

andrewmueller: small co’s take advantage of market niches that big co’s are feel are too small to pay attention to #brandchat

Whistletree: @McCourtRealtor Agree, It’s happening in traditional advertising. How many Super Bowl ads came from Youtube or the like? #brandchat

sjhalestorm: @BrandChat, Q3: SM gives small brands the power to steal market share from the big boys. Little brands can make big noise. #brandchat

bradfordshimp: I don’t think a big national brand protects a company as much as it used to. It is far easier for smaller, nimbler ones to gain #brandchat

SirHendrix: @tmonhollon @ideaAnglers for corporations “niching” would mean active market segmentation. #brandchat

Q4: How are you on a weekly basis tracking your brand?

neilmckenzphoto: Q4: How to measure and track brand? Probably a lot of clients asking their agencies this question. #brandchat

tmonhollon: @brandchat Weekly is mostly digital. Media clippings, Google alerts, Twitter search, blog comments, etc. #brandchat

andrewmueller: Q4 answer = SALES #brandchat

ideaAnglers: Social media, google docs & analytics help us monitor our brand both weekly and even daily. Surveys/newsletter signups, etc #brandchat

DrFernKazlow: @andrewmueller Products may be unrelated but a brand umbrella is formed. What would happen if P & G bought Playboy? #brandchat

BrandAide: @tmonhollon Also data and feedback from internal orgs that interact with market… executive, support, sales, etc. #brandchat

tmonhollon: @BrandAide Definitely. Direct customer & client feedback is invaluable. #brandchat

andrewmueller: @DrFernKazlow would have little effect on the individual product brands – most customers would never know #brandchat

neilmckenzphoto: Q4: The measure of brand that is most important in the long run is sales. #brandchat

MarkoMentor: Building a brand online depends on your communication skills and ability to demonstrate Value #brandchat

DrFernKazlow: @andrewmueller Not true! Many won’t buy ANY P&G products b/c they r IDed as uncaring animal testers. Even if ppl luv prod! #brandchat

MarkoMentor: Its no longer a case of selling to its a case of value attraction #brandchat

andrewmueller: @DrFernKazlow and social media is making this a bigger and bigger problem breaking down the walls of houses of brands #brandchat

SirHendrix: Q4 the measure of brand is brand equity. #brandchat

tmonhollon: @bradfordshimp @prsarahevans likes to say social media is not about ROI, but ROE – Return on Engagement. #brandchat

andrewmueller: @DrFernKazlow social media has made the sharing of infomation +coalescing of groups much easier, there voices r more easily heard #brandchat

SirHendrix: Q4 tracking brand perception is an integrated, possibly niche-specific task. doesn’t make sense weekly. #brandchat

SirHendrix: @andrewmueller @drfernkazlow regarding Procter&Gamble, for the consumers the brand images are with the products not the company. #brandchat

SirHendrix: short-term earnings and short-term mentions aren’t any criterions for the success of a brand. #brandchat

SirHendrix: cust xperience can undermine / reinforce brand image, but it’s not the same. preconceived opinions are stronger than xperience. #brandchat

Brandchat #7 turned out to be a lively discussion about branding , brand development and customer service. Every week we tap into the “collective mind” on Twitter and discuss everything branding. Do you have a question you would like to hear some “group think” feedback/insights on? We already have the first two questions for the April 1st chat (no foolin’) If you have a question, be sure to join the Facebook group: You can enter any question you would like to discuss on the wall and we’ll put it on the #brandchat agenda!

Plus, if you would like some “brand exposure” and lots of link love – join the Facebook group and enter into the #brandchat sponsor lottery! Every week we play and one person wins the “sponsor for the chat” opportunity! Check the Facebook group for details!

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: From @mjbraide, what have big brand flameouts (i.e. UBS,AIG) done 2 brand strength of biz + personal? #brandchat

Q1 continued: + how does brand strength equate to biz strength? #brandchat

Q2: From @davidsandusky Q2:Brainstorm: PPL – how do U extend UR personal brand? BIZ: – how do U extend UR brand thru UR PPL? #brandchat

brandchat: Won’t have much time 4 Q3. So, it will also B Q1 next week. Q3: How can U or UR company or can U, make the most of 175 mil FB ppl #brandchat

Getting 2 the end – time 4 PITCHES + CALLS 2 ACTION. Go 4 it! #brandchat