Posted in Advocacy Insights, Big Ideas, Community Building, tagged Advocacy on March 26, 2008 | No Comments »
I post regularly on this blog about the new techniques that brands are adopting to leverage advocacy. I haven’t talked much however about what lies at the heart of every highly promoted brand - a big brand idea.
This weekend I was introduced to Monkey at my local cinema. Monkey, for those who don’t know, is the [...]
Posted in Advocacy Insights, Community Building, Engaging Encounters, Surprise and Delight, tagged Richard Moss, Word of Mouth on March 18, 2008 | No Comments »
I had a fascinating tour of Speakeasy Bars this weekend in New York as part of a quick business trip to the city last week.
Most of us are aware of the history of the Speakeasy - the secret drinking establishments that popped up during prohibition in the 1920’s. I certainly wasn’t aware of their latest [...]
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 [...]
Posted in Co Creation, Community Building, Leveraging Passions, tagged Richard Moss, Brand Advocacy, Brand Communities on February 3, 2008 | No Comments »
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 [...]
Posted in Community Building, Leveraging Passions on December 5, 2007 | No Comments »
There was an interesting lesson for brand owners last week. Liverpool Football Club’s new owners were put firmly in their place by the club’s supporters. These ardent advocates responded with great passion when the man they call ‘The Rafatollah’ was threatened with the loss of his job. In less than 48 hours over 50,000 signatures [...]
