Many of my friends know that for years I have criticised my own industry for it’s lack of sophistication. Indeed since joining it eight years ago from a marketing profession, my sole mission has been to bring greater planning, insight and measurement to the profession.
Today agencies like Weber Shandwick have transformed the way they approach brand [...]
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Posted in Advocacy Insights, Ambassador strategies, Co Creation, Community Building, Great Case Studies, Hardwiring, Leveraging Passions, Surprise and Delight, tagged Richard Moss, Brand Advocacy, Influencer strategies, Method on February 10, 2008 | No Comments »
I still get asked regularly - what is Brand Advocacy? I read a case study this weekend in Contagious Magazine that I believe neatly answers the question.
Method is a company that produces a range of cleaning products. Launched in 1999 in the US, it will have revenues in 2007 of around $100m.
It was launched with a [...]
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I read in the Daily Mail today that Tony Blair has just taken ownership of a Jaguar XF Sports Saloon as part of Jaguar’s ‘People of Influence Scheme’. This is before the car has made it’s way into showrooms.
Leveraging influencers or ambassadors is an important strategy for brands today, but is every person of influence a good person of influence? Jaguar after all has [...]
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Just recently my wife and her friends seem to have become passionate about “scrap-booking”, which seems to have something to do with packaging up various “memories” and making them look beautiful?
By pure coincidence then, I came across this example of a brand community programme for FiskarsCrafts in the US. There is an interesting interview by them on the [...]
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