Observations on brands in social media


I have only a few minutes to talk about this interesting read on social media and branding on Fast Company, so here are some observations:

Dunkin’ Donuts: People trust other real people and connect with them more than they do to talking animals or celebrities. And unless you’re trying to set up your brand as the Rolex of your industry (the superior product differentiation strategy), it may not make sense to say how superior your product is – show people, don’t tell them.

Clinique: I agree with the observation on Clinique’s “how-to” videos being more socially relevant than Axe’s frat-house humor. There’s a good reason “how-to” books are consistently big sellers: Consumers are looking for useful information on “how to” do many things. Take a look at your product or service and ask yourself what sort of “how-to” tutorial you can offer to build value to your audience.

Gimmicks: There may be a time and a place for gimmicks, but they just are not effective in the long-term. Find creative ways to play up the unique features of your product – fresh, never-frozen burger patties are a great selling point for a burger chain because of the taste and quality factors (ask Five Guys Burgers and Fries execs why their burgers outperformed McDonald’s and other, larger chains in a recent survey).

Finally, the article makes a good point. Social networking isn’t for everyone (Gillette’s campaign on shaving the “nether region” sends chills down my spine). Just because you can do something, doesn’t mean you should.

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About Jason Reynolds
I'm a reporter, blogger, husband and aspiring author. When I'm not working, spending time with the family, or reading (which is quite a bit), I enjoy cooking, traveling, photography and wrangling my family's cats and chickens.

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