Branded Dialogue is both one to one, crm communication and many to many, using branded content in social media. As Seth Godin says in his book, Purple Cow, to build market share a brand needs to be “remark” able.
Even Coke cans talk these days. This one jumped up to say “hello” on my facebook just this week.
The week before a station master at Newcastle station told me his young daughter’s name was Niamh, and she was hanging out for its imminent arrival on a Coke can.
Andy Warhol’s Campbell Soup Can art, was one of the first examples of remarkable creative uses of the iconic can. The value of the product placement was not lost on the Soup Product Manager of the day.
And Andy Warhol also got social media long before it was here when he predicted:
“In the future everyone will be world famous for 15 minutes”
One of the most powerful ways to think of a brand is: “ a brand is what people say about you when your not in the room.”
On the web, customer ratings and forums are fast becoming a key driver of a brand’s equity.
In fact, customer buzz is taking over from shop floor advice as the key influencer of customer decisions. Check out essentialdayspa.com for an online store that successfully uses customer forums to replace shop floor dialogue.
Hearts and Minds