Brands ran into social media, seeing video sharing, social networks, online communities, and websites that were microblogging to decreasing returns for conventional brand building routes, as the panacea.
But for brands, marketers are confronted with the stark recognition that social media was made for folks, not as more branding activity goes to the Web. In this article, we investigate the emergent cultural landscape of open source branding, and identify marketing strategies directed at the search for consumer engagement on the People's Web. These strategies present a paradox, for to get resonance that is coveted, the brand must relinquish control.
We discuss how Web-based power struggles between marketers and consumer brand writers challenge accepted branding truths and paradigms: where short term brands can trump longterm icons; where marketing seems more like public relations; where brand building gives way to brand protection; and brand value is driven by threat, not returns.
The Uninvited Brand Case Study Solution
PUBLICATION DATE: May 15, 2011 PRODUCT #: BH429-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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