Branding is made of interactions and (gut) feelings from consumers. Interactions between brands and consumers generate the brand reputation and then feelings are spread by consumers through word of mouth. Which means the key vector of branding are people. Consumer influence is then the base from where brands build their image. Knowing that, Internet is now the essential channel of communication companies have to use to get in touch with consumers, since that is where they have the most important information spreading power. Read More

To engage a deep relationship with people, one has to provide content to discuss and relevant ideas to share. That are basics of relationship building. In the Internet sphere companies are subjected to this statement. Content generated by brands is smart and interesting when dealing with video or photo content since they have ability to create awesome ones, but when dealing with written content they’re not enough relevant according to consumers. Though that status, there’s still a powerful move for brands to make in order to be an online influential player. Read More

Microsoft may say it was planned. Microsoft may say Seinfeld is still part of the campaign. That’s just PR and the facts are far different from the speaches. First thing is the tagline that has moved from “Future delicious” or “Perpetually connecting” to “Life without walls”. A new branding campaign has started, and after having viewed the new-new ads, it would be really hard to integrate again Seinfeld unless they want people remind the crappy ads he did with Microsoft, compared to the 3 ads that are awesome. I say that while being an Apple fan, addict, and advocate. Read More

I’ve been explaining my opinion about how wrong Crispin Porter + Bogusky was trying to make Microsoft take the floor and the light, instead of generating a real conversation and engaging with people aiming at initiating traction and insights to slowly fade the image and build a brand new one from the ashes of the current one. Microsoft has done that way, reading over the web the negative feedbacks about the starting series of TV spots. Meaning at least $10 million dollars wasted, or if willing to be positive “well used to know where not to go”. Read More

Creating online advertising, promoting commitments online, launching brand image online campaigns and marketing online consumers. Objectives any company set up when going online. But all those objectives are related to offline events and relationship consumers live offline. Online is the mirror of your offline, actually real life commitments. When aiming at a high level of relationship, willing to “engage” with people and initiate loyalty, companies have to first think about their offline activity, because any of the offline actions generate online reputation. Read More

Recruitment is core to a business. But as we can see in the telcom business where the field is closed by major companies, the issue isn’t anymore in recruitment. It’s now on loyalty. Most of the business don’t need anymore to prove the value added of their offer, they need to prove to consumers they’re doing better than the other competitors. That’s in that process the social media marketing would be the best lever of business. Read More

Creativity, innovation, experience enhancement. That should be the definition of agencies, ad networks, and ultimately companies that hire them to make their brands and products sell more. But for many reasons that doesn’t. Basically agencies are learning how to deal with the Internet, companies are still misleading agencies with brief that don’t highlights their needs, and ad networks are using patterns that don’t match with the Internet. And all of them are trying to protect themselves from failure requesting data and proven successful campaigns before making their decisions. Read More

Online videos that goes viral are the ultimate goal of companies that are releasing videos. That has generated a large business and would keep on going. But still many companies are missing the tipping point that would actually change the course of the video over the Internet. Whether you want to make a video for branding or for a product, don’t “go viral” and ask any agency to do so, ask them to write a smart story that aims at people and check the items that would make the difference. Here are some guidelines to get along with your consumers and share with them same feelings. Read More