Socialised branding

viral

Building brands has always been the core of successful marketing efforts, and by comparison to what it is now, it used to be simple. Do a bit of market research, make stuff, generate distribution, throw money at advertising, generate volume, make more stuff, advertise more….. a virtuous circle that if you had the deep pockets, was hard to stuff up. This no longer works.

Marketing and branding have become socialised. Consumer electronics is a category among many that has created new categories of products that are heavily influenced by reviews, and comment curation by users, which pushes  the boundaries very quickly. Nokia was killed by missing the social phenomena of the smartphone. They had the mobile phone market by the shorts,  had every opportunity to see the emerging technology, but failed to harness it along with the social cachet.

The other side of socialised branding, it can be a killer.

This trend is evident everywhere you look in consumer markets. I would contend that brand-building is no longer possible without social being a major factor in the mix.  It is also true to observe, as Bob Hoffman continues to point out in his wonderful blog, that very few, if any, brands come to prominence without advertising, despite what the social media promoters would have you believe.

Building your marketing strategies with the reality of socialised marketing and branding being a major factor in the mix is just plain dumb.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Branding, Communication, Marketing, Social Media and tagged , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s