Walk the talk! - Brand 3.0

The semantic blog » Walk the talk!

Back to Home Written on 26-Jun-2008 by cristian.saracco

As it was written in the 2008 Trend Report, one of the main observed trend shows that there is almost no brand left out there that has not seen its carefully scripted messages torn apart, if not exposed for inconsistencies or broken promises.

During this week in an article talking about China, Contagious' Xtreme Information also talked about the need of brands to walk the talk. They were stronger than other media showing, for example:

McDonald’s Happy Meals targeted at kids in the US and UK come with ‘better-for-you’ substitutes, such as milk and Apple Dippers – but not in China
Subway Sandwiches has launched a ‘Fresh Fit for Kids’ menu, with apple or raisins as a replacement for potato crisps in the US – but not in China
Starbucks is now offering low calorie drinks and better food options for kids in the West – but not in China
In India, Danone is establishing a centre to study diet-related disease following pressure from anti-obesity campaigners – there is no such centre planned for China

For example, consider YouTube... It's uncensored, politically incorrect, invokes debate and propels people's news within hours... A virus infection which is demonstrating that companies do not own and control all their assets, specifically, their brands.

So... In certain way, in this new fluid world, the brand experiences are built or destroyed by us. Companies can and must make their best efforts creating a compelling brand experience... and that takes years... If they do not walk the talk, we are able to destroy that experience in seconds... Years to build, seconds to destroy...

Things are changing so fast and in a fantastic new direction... We are everywhere!... Take care, we are watching you!

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Tags: trends,evolution,branding,insights,tribe

Comments

written on 27-Jun-2008

Lupa [http://www.luciabahia.canalblog.com] says:

Totally in agreement.
All come from us, the human beings, as we are submerged in constant changes… changes that have been possible by the continuous torrent of information which we receive every day from all parts, especially thanks to Internet. Information that makes us compare all along, which we have here and so we could have if we were in such place… So, the client has become more and more demanding... That´s why I believe that I would adopt the terms " destroy" or “rejection” in a positive way, only if the brand is strong enough and knows how to handle changes intelligently.

I´ll be back!!!
que tengas un lindo finde!!!
written on 27-Jun-2008

cristian.saracco [http://www.webjam.com/brand30] says:

Yep!... We have the power!... And that's a problem too... To be empowered creates new challenges and new responsibilities!... Doesn't it?

Cheers!... And happy Weekend!

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