Another example of how giving power to its consumers can turn against the company shows the recent failure of Mc Donalds twitter campaign. Mc Donalds run simultaneously two campaigns on twitter, the #MeetTheFarmers and #McDstories. Both campaigns aimed to raise awareness for the brand. #MeetTheFarmers main goal was to acknowledge the freshly produced food (SO provocative in my opinion!), while #McDstories aimed to share experiences among the Mc Donald lovers (a sense of community? sharing consumption experience etc). The campaigns though, did not work out, as twitter users started to bombard Mc Donald’s twitter dashboard with many not very flattering stories related to Mc Donalds and their consumption experiences! Actually, this initiative turned out to have the opposite result than what Mc Donalds wanted to achieve. I wont go deeper to the comments, but you can enjoy by your own in a relative article of The Daily Mail.
Yesterday during our mini case presentation we discussed the power of word-of-mouth (WOM), one of the topics to be discussed in Thursday’s lecture. But as you can all imagine, influence differ among people and it is hard for companies to reach those that have a high influence to optimally use WOM.
In 2009 two guys started the company Klout to overcome this problem. Klout measures the influence of people online. As they state on their website: “our friendships and professional connections have moved online, making influence measurable for the first time in history. When you recommend, share, and create content you impact others. Your Klout score measures that influence on a scale of 1 to 100.”
Continue reading Online influence measured →
I think this article gives a good explenation of the way CEO’s have to work when it comes to brand leadership. CEO’s have a lot of different aspects to manage. One of them is Brand leadership. It’s not possible to be an expert on all the aspects, so if they know the
key elements of each aspect and more importantly, when they know the right questions to ask, CEO’s can be succesfull.
The five key tenets of brand leadership, given in the article, are the same points students learnt in the first block of this year in the class of Branding & Advertising. So I can do nothing than agree that these key tenets are important.
In my opinion, some brands are succesfull thanks to a combination of two aspects. In the Netherlands we say, a good product sells itself. And that’s true. Take as example the Iphone. It is not because of the good advertising apple became that strong, but because of the good products and everyone was talking about it. Word of mouth in combination with a good product is the key to succes in my opinion.