Advocacy has always been critical to selling books ….getting a few reviews to print on the back of your book is part of the publishing process. It was good to see this weekend that Waterstone’s (a large British bookseller) was using this knowledge, with a couple of interesting displays.
The first was a “Recommended books” display. Each book on display [...]
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BP has just signed up Quentin Wilson (the motoring journalist) as Brand Ambassador for it’s Castrol range. His role is to lead the new “right oil for your car” campaign for the brand. The campaign is interesting in it’s own right. The Castrol ads used to be as fun to watch as paint drying …remember the drip! It’s a sign of [...]
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I’ve just spent the afternoon being dragged around town searching for the latest Hannah Montana video. If you have a 8 year old daughter you will know exactly who Hannah is. You’ll also know the power of the Claire’s Accessories brand to pre-teen girls….a long blond Hannah Montana wig was purchased from them today!
Claire’s are clearly smelling [...]
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You’ve had a hard week, it’s Saturday evening and you’re sitting at your dining table with parents from your daughter’s school straining for something to say to break the ice.
Suddenly inspiration comes. You run into the hall, grab a black envelope from the pile of unopened post that has gathered from the previous week, run [...]
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I sat on a panel last week representing my company prior to the Business Superbrands Awards, discussing how you make a brand into a Superbrand. At the awards an up-and-coming brand Glassesdirect made a presentation – it must have been a good one as I’ve bought a pair of specs. from them since!
Two interesting things I noticed [...]
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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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Two examples of brands using co-creation to fire up conversations with customers.
Firstly P&G in the US with Swiffer, using YouTube as a platform. They are asking people to make music videos showing how they dumped their old cleaning tools for Swiffer! Interestingly the comments on the ads (also posted on YouTube) aren’t half as positive. P&G are also leveraging expert advocates as part of the campaign [...]
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I read in the paper tonight that Toyota are now number 2 in the US, breaking Ford’s 75 year grip on the position. This is partly due to strong demand for the Prius Hybrid car.
The Prius has been an amazing success story for Toyota and a great example to other brands of the new “communication [...]
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