By John Parikhal and Taran Swan
The Cluetrain Manifesto is celebrating its 10th anniversary (that’s 100 years in Internet years). When it first burst on the scene, one chapter – Markets Are Conversations – jumped out with its bold insight about how to succeed online. As I re-read the chapter recently, it reminded me that what is old is new again. [...]
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New media has shifted marketing perception suggesting the rules for brand building have dramatically changed.
Actually, the rules haven’t changed — and neither has the end goal. Rather, it’s the methods and choices used to build those brands that have changed the way brands are marketed, with some new powerful tools gaining popularity and other previously-strong tools losing power (or already lost it).
Here’s what remains as true and essential today as always: for significant and meaningful brand building connections and branding engagement, brands have to share common ground with the desired customer.
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