Each tribe has its own tribe

In the last couple of years, in the field of building brands, is popular concept of ' tribe ' . Few marketing gurus promote the concept that the brand should be trying to build a base of loyal customers, clients , supporters , etc , and in this way strengthen its market position through a strong relationship with the brand. The main question is - How to build a tribe ? The first and most important step is ATTENTION . The goal is to cause as much as possible notice of brand , attract attention , arouse interest. With the analysis of social networks and services - Facebook, Twitter, Google+ , Pinterest ... comes to the conclusion that there are users who are micro - leader and have a mass of friends , follower etc From targeting these people comes exponential breakthrough in promotion. When the brand is targeting a specific cohort of people who are in the real world ' respectable ' by some parameters that are important to certain people . ( example - a girl who is popular in a society and trendsetter , some teen athletes , etc.) , there is an exponential promotion because - they have 300,500 friends, their friends 200 and so on. Example: Targeting 100 of them , with 300 friends , come up with promotions for 30,000 + people Tools such as Graph Search on Facebook, facilitate the whole process , because with searching for various queries, type - like what are users who like XYZ , leads to information about what interests your followers , fans, what they like with the competition , geographic location , age , etc. And the process can start ... E- mail marketing, FB Like Box etc Only remains to determine the parameters of smart targeting !

Evaluation by the worst!

For many years I read and hear about what constitutes a brand and determines its value. There are plenty of different opinions and each wants to emphasize a different aspect. I think that is constantly ignored the negative phenomena that participate in the evaluation of a brand. Any judgment about a brand is based on personal experience with that brand. It is easy to forget what it was good for a number of times, and after the first negative experience - brand is past! There is a saying that the reputation is long building process, and disappear in no time. So it is with the brand. For example, for years You can go into a bakery, but when first time they give You something of poor quality, You are going to leave them. Years can pour gasoline on a pump, but after the first unkind services You will forget them forever. You can go for years at a coffee shop, but after the first 'mischief', you will never go there .... All this is happening because: 1. We live in a time of overcrowding products and services, and we are not forced to suffer something bad for ourselves, but the next moment we turn to next alternative. 2. Professionalism is understood and mandatory. 3. Superior service is meant. 4. Top quality is understood. When taking into account all ,the above mentioned, components, leads to the conclusion: Brand strength is measured by the strength of the weakest link in the marketing mix!

Are you a climber or a sherpa?

From time to time, marketing and PR profession are under attack, with the desire to present them as something bad or dishonest. This tendency is present from 60’s of the 20th century when the people who dealt with advertising proclaimed as 'polluters', 'fog sellers' etc This tendency arises from ignorance and then concepts about which they know nothing is declared dishonorable, filthy, etc. Response to such claims is based on the answer to the question - Are you a climber or a sherpa? About climbers, alpinists who win the Mount Everest is known everything. Their pictures are everywhere, they are giving interviews, provide expert comments etc And the people who allow them that and carry most of baggage – sherpa, are practically invisible, but they are many times during their lives climb Mount Everest. Climbers would not have succeeded in their "enterprise" without these poor people who for a pittance does not bear the burden up to the mountain. Vital issue is - What are you? Can a company have a great product, provide the best service, have cheapest price etc but if nobody knows about it - then what's the point? Can someone be the best worker in the company, the smartest, etc. but if nobody knows about it - then what's the point? Sherpa is wise, they are not climbing if they feel a storm iscoming. So die if you're stupid. But for them it is not known. They do not enter the annals, but the law of life - Winners take it all!