Businesses think they own their products and experiences. That’s why they brand them, put their personal mark on them, and make signature experiences.
The role community members play in creating and developing successful brands is a stark change. This collaborative shift is caused by technology in the form of social and mobile, and a new “we” ethos brought on by millennials.
Brands continue evolving from something discussed to collaborative distribution channels built on the premise of sharing products and services. In many ways, collaboration provides an opportunity for businesses to create a new sales channel, something I will discuss later this week on the Vocus Marketing blog.
Beyond the core business opportunity, the movement marks a larger economic and cultural shift towards community based models. Socialism and its less successful offshoot communism produced global failures centered on fulfilling the ideal of community based sharing. In an ironic turnabout, the collaborative economy leverages capitalism to fulfill that ideal through a pretty cool market based approach.
Read More »Sharing and Collaboration
Yesterday afternoon, the Altimeter Group released a report called “The Converged Media Imperative: How Brands Must Combine Paid, Owned and Earned Media.” Authors Rebecca Lieb and Jeremiah Owyang discuss the increasingly blended media environment of traditional, online and advertising media. In total, consumers face 3000 daily brand impressions.
The report makes a strong call for integration across digital, traditional and earned media, saying that brands that do not integrate are at a disadvantage.
“Marketers who fail to reconcile paid, owned and earned media today will be at a distinct disadvantage,” state Lieb and Owyang.
Read More »The Converged Media Imperative
The following is draft material for the second edition of Now Is Gone, which is almost out of print. Comments may be used in the final edition. You can download the first drafted chapter of the new edition — Welcome… Read More »Shiny Object Syndrome: Don’t Fondle the Hammer