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Brand positioning takes on a new meaning in a Hyper-Social world

Tuesday, November 10th, 2009 Posted in branding, buying behaviour, communities, Hyper Social Enterprise, Interesting Links, web 2.0 | 13 Comments »

Some pundits will tell you that you should do away with brand messaging and positioning all together, since you cannot control it anyway. Not so fast! People need to know ... Read more..

One-to-one marketing and product customization wave – the things we never wanted

Thursday, October 29th, 2009 Posted in communities, Hyper Social Enterprise, marketing, Strategy | 5 Comments »

One-to-one marketing was supposed to be the holy grail of customer relationship management. Companies would no longer have to isolate us from the rest of world as a group to sell ... Read more..

Defenders of Belief vs. Seekers of the Truth – A classification of communities based on members

Friday, October 23rd, 2009 Posted in communities, Hyper Social Enterprise, Interesting Links | 6 Comments »

A lot of people are looking for a good classification system for communities, or some sort of community hierarchy. Most of the ones that we have seen so far (including ... Read more..

Why Brand Communities Don’t Exist

Wednesday, October 21st, 2009 Posted in branding, communities, Hyper Social Enterprise, social innovation, social media, social networking, web 2.0 | 32 Comments »

There is a lot of research on Brand Communities, defined by Muniz and O’Guinn as “a specialized, non-geographically bound community, based on a structured set of social relationships among admirers ... Read more..