The velocity of social media adoption and the ease with which brands can create ‘outposts’ in the major social networks often leads to them ignoring the existing communities that have been built around their industry, product or service. Sometimes you don’t need to create that Facebook Fan Page or build that bespoke social network to [...]
Interesting post yesterday from econsultancy highlighting that at TechCrunch Disrupt the feeling seemed to be that media owners need to concentrate on providing access to content rather than ‘owning it’. The notion of content or brand ownership and control is looking increasingly more desperate and if we are honest…is sometimes unnecessary in terms of achieving [...]
For years, corporate brands have spent vast amounts of money sponsoring and aligning themselves to celebrities to accrue reflected value from the fans who are loyal to them. The theory is obvious, “people love this singer, actor, athlete etc…so if they become our brand ambassador, they will love us too”. In the past, this was [...]
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