branding
The Illusion of Brand Control
Twitter It!By: Andrew McAfee/ Harvard Business Review
You’ve probably heard by now that “your brand is no longer yours.” The assertion’s based on simple math. In the era of blogs, discussion boards, Facebook, Twitter, and other Web 2.0 tools, virtually everyone can get online and talk about your company and its offerings. As a result, [...]
The platform vs the eyeballs
Twitter It!By: Seth Godin
The platform vs. the eyeballs
This might be the most subtle yet important shift that marketers face as they deal with the reality of new media. Marketers aren’t renters, now they own.
For generations, marketers were trained to buy (actually rent) eyeballs.
A media company assembled a large amount of attention. A TV network or [...]
Hammer markets his brand
Twitter It!By: D.C. Denison, Globe Staff
Former rapper hails use of social media platforms
There was nothing nostalgic about MC Hammer’s appearance yesterday before 100 entrepreneurs and marketing professionals who gathered at the Harvard Faculty Club in Cambridge for the Gravity Summit conference on social media marketing.
For many in the audience, Hammer, the energetic dancer and rapper [...]
On becoming a household name
Twitter It!By Seth Godin
The guidance office at the high school has a big poster for Wellesley College hanging by the door. It’s just a picture of a building, no features, no benefits, no text at all.
Kids apply to schools (a quarter of a million dollar investment) for crazy reasons. A big one: “Well, I’ve heard [...]