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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Continuing the football theme, Puma have a great promotion running at the moment. Sign up on their website and when your Euro2008 team score, you will automatically be called on your mobile and connected to 10 of your friends/fellow supporters to celebrate. Brilliant (and simple).
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Nike are masters of leveraging passions to create advocates. You don’t have to be a Liverpool fan to appreciate their latest ad! The best of the Euro2008 crop.
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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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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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I’ve run a number of workshops recently with the lofty ambition of turning strong brands into iconic brands. I start by getting the assembled team to give examples of iconic brands and describe their characteristics. The usual suspects appear - Dove, Apple etc. What’s most intriguing is when we start to uncover the building blocks of these [...]
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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 [...]
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In a world where it’s getting increasingly inefficient to push your commercial messages out to consumers… what do you do? You turn yourself into a beacon for all like-minded consumers, attracting them like moths to a light in summer. Dove have done this brilliantly, identifying the angst’s that exist amongst women and championing their cause time and time again. This is [...]
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