Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name.. And, at the root of these marketing effects is consumers’ knowledge. In other words, consumers’ knowledge about a brand makes consumers respond differently to the marketing of the brand.
Who Controls Brand Equity?
In Web 1.0 days brand [...]

Facebook caught a lot of flack over Beacon, and the whole idea of behavioral advertising came under fire. The massive backlash over Beacon was not only a setback for Facebook, but for the whole social media industry, who have been building their networks to create the holy grail of advertising platforms - media rich, [...]

Businesses will again chase the promise of gains in practices using all this social stuff as the new method. However they will likely fail miserably if they don’t change how they relate to the people first. The Warning Label says: Don’t install this technology unless you can relate to people. Get it?

The popularity of a web site is measured by traffic. The popularity of a product is measured by sales, traffic from consumers.In a world of information overload we rely on search engines to help us find what we’re looking for whether it be information, products, services and now people.
Popularity is also an influence of conversational [...]

As social networks work out their monetization strategies and try to figure out how to leverage their user base, there is an internal battle between offering advertising versus other types of pay-to-play interactivity. It’s not hard to see - it’s happening very publicly on Facebook - but what’s going to win in the end [...]

The behavior of the markets is the new standard which continually shapes the markets behavior. Your behavior in communities and how you relate to others shapes your relations. As Kevin Kelly said: “a successful standard tends to remain forever”. And businesses dare ask, How long this “social stuff” will last? Go figure.

The adoption of social networks for business purposes will fall into five main segments of leadership attributes; innovators, early adopters, early majority, late majority and laggards. Which leadership attribute will customers and employees migrate to most? Which best describes your business?

The economy is clearly not as robust as it was 4 years ago. If you listen to some talk radio personalities, you’d think the world was coming to an end. However, there is a silver lining. Between gas prices and tighter economic times, e-commerce continues to grow. In fact, according to [...]

We were recently meeting with one of the top executives of a Fortune 500 company and discussing the power and dynamics of social networks.
The issue being discussed was whether creating a “social network for customer feedback” was a good or bad thing for the organization. One of the executives commented “I’d hate to empower our [...]