jump to navigation

Reinventing Brands for Generation Y June 14, 2006

Posted by poseidongroove in Bazaar, brand, Chaos, Collaboration, Edge Thinking, generationy, Social Software, Web Culture, Weblogs.
trackback

It’s becoming apparent over the last couple of years that participative architectures or Web 2.0 will bring seismic changes to IT, the workplace and the way companies engage with their target market using their brand.

Here are some good indicative links, Dion Hinchcliffe’s Five Techniques for Using Web2.0 to Reinvent the Customer Relationship, Deborah Eastman of Biz360 recorded a podcast with podtech.net about measuring the impact of blogs and mainstream media on the value of the brand.

I like this article about Enterprise Valuenetworks. It’s important, because in IT we tend to think that implementing process oriented applications is all about analysis, the old fashioned way top down bottom up etc, I’ve covered all the grounds.

Yeah right, the problem with this approach is that you tend to have the most important bits falling through the crack because, people oriented activities do not lend themselves to data modelling or use case modelling for that matter. Meaning we invariably exclude these fuzzy processes. An evident effect might be corporate sites rarely deliver any incremental value to the brand.

Why ? We forget real people in all the mad rush to encapsulate process automation on sites or brochure-ware. participative activities are random and amorphous.

Generation Y and their younger sibling that have grown up with social networking platforms such as facebook and myspace to define their identity will subsequently engage emotionally with companies or brands that identify with their outlook on life and provide positive aspirational means to express these identity.

These values could be social, fashion or health related. If these were the case, I can imagine a situation in the future where businesses that provide quality syndicated feeds related to my lifestyle will get more of my attention. The feed content might include Blogs, Videos and forums. These content might also be user mediated.

So the Advertising model we have today will surely go away. Why waste your money advertising to folks that aren’t interested. RSS feed subscriptions may one day become the real measure of brand value and loyalties. If businesses spend more time providing really valuable content that encourage user feedback and participation you’ll be onto a winner. I’m not talking about posting a Nike shoes video advert on a site for customers to watch. Feeds might be the best indicator of group intention.

It’s exactly what Lego are doing now with Lego Factory. If I can design my own Lego bricks to order, I’d be more inclined to value the brand and pay more attention to their message board.

So think about it, is it not better to empower your customers to have a real say in your products? rather than a feedback buttons on your site. If any industry needs it more than any other, I think banks could do with a human face. For too long in this industry, the computer has been saying yes or no….. Here’s my mind map of what’s wrong and how to put it right.

UserExpectations

Advertisements

Comments»

1. james - June 30, 2006

Hello Michael, its James from the escape here, was good to meet you the other day.

Enjoyed the generation Y article and the links are v informative, will be listening to the marketing metrics in full over the wknd.

All the best

2. Michael Fasosin - June 30, 2006

Thanks for your comment James it was really great to meet you guys. I’m going to be doing a series of podcast soon you might find interesting. Along similar lines.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: