Some companies never recover from a problem, while others openly address the issue at hand and do everything they can to win back customers. Coca-Cola has done it, others have as well.
It’s easy when you’re perennially at the top of the list of MOST REPUTABLE COMPANIES, like Amazon, Coca-Cola, Apple, and Disney tend to find themselves every year — but it’s those struggling at the bottom of the list that really have a rough time at it.
When you’re traveling around the country and you pull into the local diner, how do you answer when the waitress asks you if you’d like a Coke?
Do you assume that she’s asking you if you actually would like a Coca-Cola product, or do you think she’s referring to any beverage generically as “Coke”? For some, a pop is a soda. For others, a soda is a pop.
Building a global brand is the ultimate goal of any major business.
It’s one thing to be successful on a local or hyperlocal level. It’s quite another feat to take that same local presence and expand that to a larger stage. Many have succeeded, but even more have failed at doing so.
Whenever Web Watch travels around the country, we always try to “go local” whenever possible. We can eat at an Applebee’s or a McDonald’s almost anywhere… but we’ll go out of our way to chow down at an IN-N-OUT BURGER or grab a beer at the WYNKOOP BREWERY because, well, we can’t get that stuff locally.
Well, we could if we put some effort into the project, but you know what we mean. When you travel, you want to be like a native. If that means drinking sweet tea while in the South, or grabbing some BBQ in Texas, having a lobster roll in Maine — well, by golly, that’s what we’re going to do.
If you’re a brand manager, one goal of your job is to ensure that you have an active Social Media presence.
Some companies do it well. Some companies do it poorly. Some companies are non-existent in the social space. Those that do it well don’t necessarily need any more advice other than to keep doing what’s working. Those that do it poorly need all the help that they can get. And those that aren’t participating at all – well, maybe that’s okay for them. It depends on the industry and their products, we suppose. Continue reading TOP 9 BRANDS WITH THE LARGEST SOCIAL MEDIA MARKET SHARE→
Even if you’re one of those Occupy Wall Streeters, complaining about everything that Big Business is doing to Keep You Down, chances are you’re also a little bit brand conscious.
Aside from the fact that the OWS movement went to all the trouble of ensuring that they have a trademark on “OCCUPY WALL STREET”, those 99% really aren’t any different from the rest of us.
They’re wearing name-brand clothing, purchased at a name-brand retailer.
They’re marketing their protest with Apple and Google phones, using Facebook and Twitter over cellular networks or purloined free WiFi connections that are setup/maintained/paid for by other corporations.
A protest is fine, and bringing attention to companies’ misdeeds is powerful — but don’t complain about how all businesses are bad if you have to rely on them in order to handle your protest in the first place.
See, it really IS all about branding and marketing, isn’t it?
TiVo: those who have never owned one will never understand. Those who have used a generic DVR think they understand, but they really don’t.
One benefit that many TiVo enthusiasts love to speak about is their ability to fast-forward through commercials. This has led to some advertisers trying to make their ads “TiVo-Friendly”, so that the core message of the spot will still be conveyed, even as the rest of the commercial goes by in a blur. As an example, you may have seen some movie ads that have the name of the movie displayed at the top of the screen for the duration of the commercial. TiVo users may not see the commercial content, but they know what the commercial was for.