As perhaps the best known philosophical riddle, if you say, “If a tree
falls in a forest and no one is around to hear it,” most people will
complete the question by saying, “does it make a sound?" Similarly, if you
work at defining your brand without considering the people for whom you’re
relevant, do you really have a brand? Put another way, it’s questionable if
a brand exists without a brand community.
According to Wikipedia, a brand community can be defined as “a specialized,
non-geographically bound community, based on a structured set of social
relations among admirers of a brand." Of course, being a brand admirer means
having a strong emotional connection to the brand – whether a product, like
an iPod, or a person, like Oprah. While it may seem this kind of loyalty
comes from run-away sales or superstardom, the fact is, many individuals do
develop leading bra... (more)
When I first started blogging, I felt like I was blogging to a blank wall. I
wondered when I would get a comment and get to engage with others on my blog.
Many tools exist now that really help to promote your blog on other social
media platforms quickly and for free. Let's look at five ways I use to
promote my own blog:
1) I have installed a WordPress.org plugin called "Tweetly Updater"
(http://wordpress.org/extend/plugins/tweetly-updater/). You put in your
Twitter user name. If you don't have an account with bit.ly (URL shortner
service with analytics), you will sign up for thi... (more)
New Media on Ulitzer
I wrote an article for BrandChannel.com focusing on the role of human brand
assets in corporate success. It seems that more and more companies are
getting comfortable with the role employees play in brand-building and the
trend of including employees in TV advertisements continues.
Companies are embracing the idea of employees delivering on the corporate
brand promise in ways that are authentic to them. Here are some great ads
from Boeing, GE, Intel, IBM and Exxon. Although these companies have very
different brands, they have all chosen to feature their human ... (more)
These days, it seems that personal branding has faced increasing criticism.
Much of it, I think, is driven by people who don’t get it, or at least who
don’t get the concept that we advance at Reach. And, let’s face it,
social media and the prevalence of internet marketers has allowed for the
idea to be hijacked in the interest of “driving traffic.” Lot’s of
people out there pushing “my brand” opens the door to the perception of
personal brands as contrived or fake. Frankly, I think the dialogue about
personal branding is a good thing, and that we need to participate. I think
Personal Branding Journal on Ulitzer
Every year since I founded my company, Reach, in 2001, I've made predictions
about how the world of personal branding will evolve in the coming year. Here
are my top 10 for 2010.
1. Video, Video, Video
Thanks to greater bandwidth, cheaper storage, and a proliferation of products
and services that make shooting, storing, viewing, and sharing video easy
(Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will
be king in 2010.
Video is ideal because it allows careerists to deliver a complete
communication and convey their perso... (more)