- Hugh Hood, HR Director, BT Wholesale
- Danny Kalman, HR Director Europe, Panasonic
- Christopher McLaverty, VP Global Leadership Development & Learning, BP
- Grzegorz Puczylowski, Central & Eastern Europe Rewards & Recognition Director, PCW
- Ellyn Shook, Global MD for HR, Accenture

Watch this informative video interview @ http://bit.ly/hLdi8I

Great article: Fragmented #Branding – The 21st Century Reality (Buzz Bin) [link to post] #Pepsi #brand #marketing #philanthropy

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Fragmented brand marketing in the 21st century: good post by @geoffliving – [link to post]

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RT @cheeky_geeky: Fragmented brand marketing in the 21st century: good post by @geoffliving – [link to post]

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I particularly like this…

Fragmented 21st century marketing: “A combination of mass campaigns featuring traditional advertising and PR mixed with corporate social responsibility efforts as well as authentic social media that enables both good and bad conversations.”

What draws my attention is the embrace of “good and BAD conversations” – especially in Pepsi’s case. In this case, the engagement with concerns from the public has swayed my opinion of the campaign overall. My initial reaction to the campaign launch was personally, “this is just another ‘me too’ campaign from a national brand that will try to take advantage of nonprofits to sell X.”

I would still feel that way were it not for Pepsi’s engagement with nonprofit stakeholders acknowledging their questions and concerns. They’ve got me thinking twice both about their intentions in the community as well as their product.

Here’s one thought:

You said, “The resulting brand distortion creates a situation where communicators attempt to paint the abstract. The abstract takes pieces and puts them together to create a larger picture. Sometimes the pieces are clear, other times they are not”

I agree but say it is obvious that the phrase “brand distortion” is from the perspective of the brand “steward” (i.e., the marketer) However, since we marketers preach that a brand is a “promise of an experience,” maybe we need to open our eyes and see that the “distortion” and “abstract” is actually the audience telling the marketer what that promised experience actually is or should be for them. After all, it is the audience that experiences the experience, not the marketer.

Yes, there will be extremes on the positive and negative side – but think of a Bell Curve and how you determine an average or median. With with network-centric tools such as behavioral and sentient analysis being developed, marketers will be able eventually measure whether their branding messages are syncing with the average or mainstream dialogue of their audience, whose dialogue is usually telling us what they need or prefer; the question now is if marketers will be willing to tweak their messaging in a way that changes how they think the brand should be communicated. Marketers that accept the loss of control of the message are more likely to succeed than those that do not listen to their audience and loosen control of the messaging.

Thanks for the terrific case study too!

Interesting post: Fragmented Branding – The 21st Century Reality [link to post]

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RT @WorshipDigital: Interesting post: Fragmented Branding – The 21st Century Reality [link to post]

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Fragmented Branding – The 21st Century Reality [link to post]

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Fragmented Branding – The 21st Century Reality: by Geoff Livingston
We live in a world where anyone can hijack a brand [link to post]

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