Discussions

> Discussions > FutureMonitor™ Discussions > Emerging Topics--the general FM discussion forum > Brand-Building in the Era of Web 2.0 (FM webcast follow-on)

	Discuss: Emerging Topics--the general FM discussion forum Topic: Brand-Building in the Era of Web 2.0 (FM webcast follow-on)

You must be signed-in with your registered username and password to post a reply.

Author

Posts

Sort:

michaelhopkins

FM Editor

Member Since:
06 Dec 2005
Posts:82

24 May 2006 10:35 PM

0 have marked this post as Insightful

Brand-Building in the Era of Web 2.0:
> What's going on?
> What does it mean?
> What do I do?

Loved this reply in the FM Trends Survey to the open-ended question, "What will be the three biggest issues facing business two years from now?":

     "Three issues? Brand, brand and brand.
     "Because even to think about brand I know I'll have to understand half the other trends on the planet. My customers will be everywhere (Globalization), and nowhere (invisible on the internet). They'll be TIVO'ing past my commercials and telling each other stories about me in cyberspace (some of them even true). Commoditization, ubiquitous information, ever-changing competitors providing customers with alternatives that completely erode what we used to call loyalty...talk about a tougher environment. Can my brand keep customers connected to me, keep them caring? Can brand even exist in that world? It better.
     "I know I'm thinking about brand plenty right now. But 2 years from now? I'll really be thinking about it.
     "Or I'll be gone."

The survey turned up lots of other branding-related concerns, and so have a number of discussions in these forums (try this one, and this one). So we invited the celebrated branding strategist Ted Nelson to speak with us on FutureMonitor's first webcast conversation (view an edited recording here).

Branding: What's going on? What does it mean? What should I do? Nelson gave us his answers, describing both a new landscape and a new way to approach branding as a result.

Got questions branding questions/concerns/ideas of your own?

michaelhopkins

FM Editor

Member Since:
06 Dec 2005
Posts:82

25 May 2006 10:31 PM

0 have marked this post as Insightful

Brand-Building in the Era of Web 2.0:
> What's going on?
> What does it mean?
> What do I do?

"BRANDING" questions from the webcast audience--which are most important to answer? Post a reply with your pick. (Also, add your additional questions by posting reply below):

In your assessment of Starbucks, Apple, et al., what do you include in your definition of design?
You're certainly right about the brand experience (rather than a campaign) being what matters now. But how are you responding to clients who demand more accountability for return on marketing investment relative to the brand experience?
You mentioned "enlightened research." How can marketers find the inspiration and ideas they need for the kind of innovation required to engage consumers?
How do you brand an "experience?"
The sort of fundamental changes of perspective you suggest are incredibly hard to make happen. How do you recommend going about kicking things off, and overcoming internal organizational obstacles?
Could you elaborate on what you mean by "empty vessel" branding?
You can measure things online that you couldn't measure before, yes, LOTS of things. What's the best thing to measure online?
Can you give examples of companies that have successfully created brands enabling customers to "self-select" how they relate to it? (This follows from your real estate developer example.)
How will branding invade the multiplayer online game world--and what will "jump the tracks" from that world to more traditional branding?
Is "viral marketing" overblown? And if not, how do you practically think about it as part of a branding strategy? Examples?
What are some of the dumbest branding efforts you see out there today? Why are they dumb? (What would you do differently?)
You describe how customers avoid marketing communications--so what kinds of communications still work best? (I'm assuming it's relative.)
What company do you think is the very best at branding today? The worst?
In this age of converging media, how should companies think about where they communicate with customers? Are we all going to be reaching them only by cellphone video soon? (And giving them value for looking, somehow?)
Why do companies still buy television commercials?
Will web advertising be more, or less effective a few years from now?

Questions to add? Comments on the above? WHICH QUESTION IS THE MOST IMPORTANT ONE TO ANSWER? (Post your pick in a reply.)

You must be signed-in with your registered username and password to post a reply.