What’s Your Brand?

I attended a luncheon not too long ago where Shel Holtz was the guest speaker. During his presentation on Social Media he asked how we defined brand. After several very predictable definitions from the audience he shared his definition with us: “The definition of your brand is whatever Google says it is.” He then went on to explain that if you want to know what people think of your brand type it into Google and see what it returns. Not only how you rank but also what is being said.

As I’ve reflected on this I’ve come to agree with Shel. Furthermore, you not only need to be in touch but you should also be adding to what is being said about your brand at this level. You can’t control what is being said, especially within the various social medias but you can at least be aware of it, and whenever appropriate join the conversation.

Not too long ago I spoke with one of my clients about this very thing. They’re a conservative, non-profit group and they came to me about posting a video on You Tube. I told them I thought it was a great idea and it would be a positive way to get their message before a younger public. Then they asked if people would be able to comment on the video. When I told them yes they had serious concerns. As it turned out they were much more interested in delivering their message to the public than in receiving feedback from the public. They ended up posting their video but on their corporate website where they felt they could better control it and where people couldn’t talk about them.

I’ve not yet given up on helping this client enter into the conversation where appropriate. What a shame that they can’t let go and allow people to experience their brand at an interactive level. The public is ready to engage but the organization is unwilling to provide the platform for them to speak. In essence, the organization is unwilling to listen to what is being said about their brand. In our Web 2.0 society there may be no greater offense.

Christvertising

I was reading Jaffe Juice yesterday and he mentioned this site. If you’ve been exposed to very much Christian advertising you’ll either find it very humorous or it’ll piss you off. At first I thought it was real, because he spoofs it so well. Then I decided it couldn’t be real. I did a little research and discovered it really is meant to be humorous and not taken seriously. 

People’s comments are all over the map, including those who are irritated that someone would find humor in something they consider to be so sacred. I mean no disrespect but these people need to get over themselves and their idea that God and laughter can’t be tied to one another. Have you taken a look at Christian advertising lately? Unfortunately much of it is very laughable, even when it’s supposed to be serious. The bar needs to be raised significantly if Christian marketers want to be taken seriously, 

If you think the site is funny you need to check out this clip. If the site offended you then you should probably steer clear of Dr. VanPelt, and may God bless your brand.