I apologize for the lack of postings Actually, i don’t, it’s cause of my final term paper that I haven’t been posting, so I couldn’t help it. (Although the paper went horribly wrong.. sigh.. another reason why I can’t do science)
Anyhows, I was taking a look at Kasier Kuo’s “Where are the Jonses? A cautionary tale” post, I’ve heard about this campaign before but as i was reading through it, i started trying to recall other campaigns which used social media tools, then i started thinking about general branding campaigns. I thought of some of the more famous campaign and their extensions and how long these have been around.
Those that come to mind immediately are Adidas “Nothing is impossible campaign” and the ” Dream Big” extension. The “Got Milk” campaign and “Get the glass” extension. Intel’s brilliant “Intel Inside” campaign was a classic which has been around for really long. The Marlboro man, etc….
So here comes the thinking pot where i throw and mix my questions and answers around. How long should a brand keep a campaign? Doesn’t it get stale after a while? Do we really want to see an extension of the current campaign? Wouldn’t something fresh rejuvenate the brand?
But then, on the other side, wouldn’t it hurt ur brand image if you make a radical re-branding effort? Where’s the consistency if Nike suddenly turns around and goes, “We’re a classic brand for the distinguished sportsmen/women” (OK, a little extreme and unlikely). Don’t fix what isn’t broken.
Really basic 101 branding stuff, but where do you draw the line when u feel your brand needs a face lift? Can’t wait until sales are down cause that would mean going against an uphill task….
So thank god for social media! Hearing what blogs have to say about your current brand. Are you top of mind recall? Do you still reflect the same brand values you wanted to or do people view it as boring in the community…
Yet I am hesitant on using social media to test out a new campaign before a brand rolls out a multi-channel campaign. Should we test it out on communities that adore the brand? What would their reaction be if we pull out knowing they dislike it?
Sure we could do focus groups on a few groups of ppl ( Brand evengislist, day to day users, brand haters, etc..) But let us assume that the budget is really tight.Which route to take?
I’m now hoping the I’m talkathon campaign by Microsoft for social causes goes well because it’s such a unique extension (Although some ppl beg to differ on the comments on my posting I’m Talkathon, Thumbs up or down?)
Oh yeah, according to this, brands thinking of setting up their own social networking site? Bad idea… Join the rest of the community at their homes, don’t throw a one million dollar party that nobody goes to… (I love that quote).