Date: 17 March 2008
Important note:
Image, Identity, reputation
5 Major Trends: Distributing Cocreation, Consumers as creators, New media noise, The cloud, the Brics
a brand's unkept promises or faults are top google search results
DO
1, Be open, honest and transparent, 2, Engage with existing communities, 3. Listen and respond
4, Recruit and monitor carefully, 5, Guide the growth and development, 6, Remain adaptable,
7, Make founder users feel special, 8, Ensure the right balance of users.
DON'T
1, Spin, 2. Make users feel like targetmarkets, 3, Ignore user concerns, 4, Aim for the maintain (tastes change so
all niches need to be catered for) 5, Be corporate-speak as a person, not a representative, 6, Try and control the community, 7, Let the community grow too fast
Learn more: books:
Corporate Identity (Olins)
Legendary Brands (Vincent)
How Brands Become Icons (Holt)
Re-Imaginel (Peters)
Competitive Identity (Anholt)
We, Me, Them, It (Simmons)
On Brand (Olins)
Emotional Branding (Gobe)
Building Strong Brands (Aaker)
Brands and Branding (Economist)
Pattern Recognition (Gibson)
Blink (Gladwell)
Freakonomics (Dubner and Levitt)
The World is Flat (Friedman)
The Long Tail (Anderson)
The Wisdom of Crowds (Surowiecki)
Information is provided by Saffron and LBi
Today's lectures were very useful for me because lecturer gave me information about actual jobs in the branding consulting companies. In addition, I could learn how to present in front of audiences. They had an ability to get attentions from audiences.
I think doing many presentations in front of people and having confidence are important to get used to present in front of people. I hope I can do the better presentation in class.
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