|
A series of tweets (status updates on Twitter, for the uninformed) beginning with a tweet by Chris Brogan and progressing to this tweet, followed by a tweet from Jake Luer lead me to thinking about the difference between branding and selling (it also led me to challenge Chris Brogan to a fight at Podcamp, but don’t worry, The Diva Rockin has requested all proceeds go to beer).
The Question Is: Is Branding Completely Different Than Selling?
Let’s start with a Wikipedian definition of Branding:
To be fair, lets also take a look at the definition in Dictionary.com:
tr.v. brand·ed, brand·ing, brands
(I don’t think it is necessary to get an official definition of “selling” so let’s take it from here)
If we analyze all of the definitions of branding, the net output is the fact that there is an element of distinction for the purpose of differentiation.
Why would one want to create differentiation for a product or service?
There are many potential answers to this, but it is my belief that one of the core answers would be to sell.
I do recognize that the two functions are different, but the reason I felt the need to write this is I feel that it is important to recognize the two as being part of the same function. I think that there is often times a negative connotation with the concept of selling, whereas branding somehow has a more acceptable ring to it, and this is where I find fault.
I think we all sell ourselves in one way or another every day, and I see no shame in that. After all, if you have a great product (yourself) why not sell it (of course there are negative ways one can understand the phrase “sell yourself” but I don’t think I need to disambiguate)?
You should love the best brand in the world, yourself. And there is no shame in selling it!
Tags: branding, selling, chris brogan, the diva rockin, podcamp boston, twitter, Jake Luer
Susan Wu CRV (moderator), Adam Rifkin Renkoo, Gregg Spiridellis JibJab, David Gentzel SocialMedia
Tags: graphingsocial, graphing social patterns, facebook, virtual currency, virtual goods
From Search to Social: A Brief History of the Web
Danny Sullivan, Third Door Media
Tags: Danny Sullivan, graphing social, graphing social patterns, search, social search, facebook, search engine land
Big Brands & Facebook: Demographics, Case Studies & Best Practices -
Charlene Li, Forrester Research
Tags: Charlene Li, Facebook, Graphing Social Patterns, Branding, Marketing
Friendster etc.
Was this something new?
Temporal History
Ability to hack in widgets etc.
Ning
Configure your own social network
Why are social networks platforms?
They embody key data for applications useful in the real world
Early example: Friendster as dating service
The data+consumer engagement=channel for these apps
Facebook Versus Ning
Facebook already had a social graph
So here I am in the heart of Silicon Valley. Why am I here?
After all, I still have to do the same volume of work I would have to do if I were in the office back in NYC, my time is all messed up, I have clients and new business to attend to, and I am not even speaking on any panels here.
So why am I here?
In my last post I let you know the literal reason I am here (the two conferences I will be attending) and now I am going to talk a little about an underlying current in the media industry that has prompted me trudge out here on a Sunday, in order to make it for a Monday morning conference.
Content As Social Currency
Okay, so I did not pull this phrase off the top of my head. I actually got it from an Adweek article (of all places) on brands and social marketing practices. It was pulled from a quote by creative director Mauro Cavalletti over at AKQA.
Cavalletti talks about how we, as marketers cannot always tell the story, as the story is already being told by the users. Any additional content brought in by a marketer is social currency. I found this comment to be very insightful.
Social Currency Does Not Mean That The Conversation Can Be Bought
Marketers, I hate to tell you this but conversations cannot be bought like a media buy (I actually don't really hate to tell you that). On the other hand, conversations can be listened to, internalized and analyzed in order to find ways that value can be brought into the conversation. If you hear a conversation by young men about fantasy football, perhaps you want to sponsor an app that helps these young men track their teams. This of course is a very top level example (I am really tired) but I think you get my point.
BE VALUABLE!
ADD TO THE CONVERSATION!!!
Tags: facebook, Adweek, value, conversation, Mauro Cavaletti, AKQA, social marketing, brand marketing, social media
Catch me this week in San Jose for the Graphing Social Patterns and Virtual Worlds Conferences. I will do my best to bring you all the best from San Jose. If you are in the area, drop me a note!
Tags: Tags: virtual worlds, virtual worlds 2007, san jose, graphing social patterns, dave mclure
|
|
What do Nokia, Google, Verizon and Sprint all have in common?
There are many potential answers to this question; however the most obvious answer is; they are all media companies.
Sure, Google claims not to be a media company, Verizon and Sprint are traditionally known as telecom networks and Nokia is largely credited as a producer of technology hardware. Still, the line between hardware, software and information networks (distribution) is becoming increasingly obscured, whether these brands like it or not, and whether they are catalysts for these shifts or simply adapting to the ever changing communications/media ecosystem.
4 Examples of How Communications Brands Are Going Through an Identity Crisis:
Tags: nokia, verizon, Sprint, media, Google, television, networks, MediaFLO, Social Network, Sprint, ISP, Wimax, Clearwire, Mobile Social Network, Zingku
Full Disclosure: Emporio Armani is a client of my agency, Morpheus Media. The contents of this post does not reflect the opinions of Morpheus Media, Emporio Armani or anyone other than myself (Adam Broitman)
In prior posts I wrote about lemming like activity in the marketing community (pertaining to Second Life). Does the fact that mainstream media has taken a negative stance on Second Life mean that all marketers should run for the hills?
Of course not!
Experimentation is the mother of innovation!
Take me to Emporio Armani In Second Life Now!
Additional Info:
Take Me To The Story On Style.com
Tags: ARMANI, GIORGIO ARMANI, MANZONI, FASHION, SECOND LIFE, SL, INTERVIEW, STYLE, STYLE.COM, CANDY PRATTS, VIRTUAL WORLDS, METAVERSE
I started writing this post thinking that I was going to be able to get a chance to dissect all of the reasons why Microsoft is still light years behind Google in terms of search relevance and user experience.
I began searching for all of the usual suspects (Paris Hilton, Canon Powershot) and taking screenshots of the various experiences. Then it hit me…the experience of Live was really not so bad.
Overwrought with curiosity, I opened two tabs and began plugging away, searching for everything from “George Clooney” to “Criss Angel” to “how to change a tire”. While the Google experience was, without a doubt better, for the first time I thought to myself “at gun point, Live search would be something I could actually use”.
In the past if forced to use Live Search at gun point, I may have had to suffer the consequences of not being able to deal with inefficient SERP’s.
(POI: Do a search for “how to change a tire” on the two engines side by side. You will see Google still returns more relevant results, however when you refine your search on MSN to “How to change a flat tire” and leave the site and come back, then search for “how to change a tire”, Live will serve up the more relevant result. Google’s logic still seems to be better, as the engine knew that the if someone searches for “how to change a tire” they are most likely looking for how to change a flat tire, but Live did a good job of getting me to the same point as quickly as possible.)
So what has changed?
Here is a link to the official Microsoft Live press release that outlines the changes in further detail, but here are the core changes:
Over fourfold increase in index size
Substantial improvements in understanding query intent.
Significant enhancements to core algorithms
Increased focus on query refinement
New Web data extraction model
Expansion of Rich Answers
The other major change to the engine was based on research that shows that over 40% of queries fall into four categories. Live is attempting to provide better results in the following verticals:
Entertainment
Shopping
Health
Local
Other key focuses were announced including mobile search. All in all, I think the Microsoft has just stepped over Yahoo and, while they are not a threat to Google now, you never know what the future has in store.
Check Out More Article On Live 2.0
Tags: microsoft, live, live search, live 2.0, SEO, SEM
|
|
|
|
In today's digital world, each new technology platform has different attributes that can be measured. See the experts talk about "front end" (audience research) and "back end" (analytics and ROI) for three emerging technologies: mobile, widgets and consumer generated communications.
Panelists:
Sonya Chawla Senior Director of Advertising Slide
Richard Wood SVP Product Management Telefia
Max Kalehoff VP Marketing Nielsen BuzzMetrics
Moderator: David Smith CEO Mediasmith, Inc.
SPEAKERS:
Alan Schulman, SVP, Executive Creative Director, imc2
Steve Nesle, Executive Creative Director, Tribal/DDB
Peter Nicholson, Partner, Chief Creative Officer, Deutsch New York
Ty Montague, Executive Creative Director, JWT
MODERATOR:
Laurie Petersen, Executive Editor, MediaPost
Data is increasingly at the heart of marketing strategies and driving the success of creative executions. But as rich media and video proliferate on the Web, can an algorithm do the entire job? Hear some of the industry's most prominent creative directors talk about how they're addressing the tensions between optimization for clicks and creating truly compelling and enduring consumer experiences.
In optimizing for short-term sales, are we missing the big ideas that can build over time? Or, is it all direct response anyway, with limited opportunity for creative expression? Who's making tech meet touch? Can the creative process be optimized too?
Tags: OMMA, OMMA NYC, OMMA EAST, Mediapost
Alan Schulman, SVP, Executive Creative Director, imc2
Online and offline creative teams are on a collision course as they strive to create transformational ideas for major brand advertisers. Traditional agencies are facing a digital advertising vortex swirling around their creative approaches and creative teams. The digital revolution is changing the flow of ideas and upending the power centers of brand stewardship. Will the creative axis tip? Will online creatives emerge as the transformational force for the client? Or, will the large scale of the traditional campaigns keep traditional creatives on top?
Tags: OMMA, Mediapost, OMMA 2007, OMMA EAST
Welcome to the Digital Home of Adam Broitman, Thinker, Marketer, Rhino, Artist, Musician, Man.
