08.10.07
Vilmar
‘Branding’ New Designer at Dusted
As my first entry on Dusted blog I wanted to post a small article on branding so that it would match the headline somehow:
Can customers sell brands to themselves?
Are companies reaching out or cutting corners when they ask their own customers to participate in branding?
An increasing number of companies are offering contests where customers submit essays, slogan ideas and even videos promoting company products/brands in exchange for recognition or prizes, whereby winners hand over full rights to companies to holding and using the ideas at their discretion.
Are we entering a new ‘reality TV’ version of branding where companies save money and cut costs by capitalising on ordinary people’s desire for fleeting fame and perceived influence? Or is it brilliant resource management that not only increases customer loyalty but also bolsters branding strength by involving the hearts and minds of actual consumers? Leave your comments.
16.10.07
Mark
My initial view was that slogan competitions are nothing new - think cereal packets. However, I feel it has gone beyond that; it could be that companies have identified that the customer has greater control of the brand as a result of the advent of social media.
With the rise of internet blogs (like this) and online social networks maybe companies have decided “they’re going to review our brand anyway, let’s try and be proactive”
This approach allows the company to engage in a dialogue with their customer and get some (and I say some) feedback. The feedback could be polarised in that respondents are likely to be advocates of the brand, or anti-brand.
My final thought is that any company that thinks it is fully in control of its brand and can dictate what the customer ultimately feels is heading for a fall. The marketers’ opinion is never as important as the customers - so engage with them more I say.