http://www.mpdailyfix.com/talking-brands-building-buzz/?utm_source=rss&utm_medium=rss&utm_campaign=talking-brands-building-buzz Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/talking-brands-building-buzz/comment-page-1/#comment-21532 Ted Mininni Thu, 15 Jun 2006 20:47:58 +0000 http://www.mpdailyfix.com/talking-brands-building-buzz/#comment-21532 Thanks for your observations, Kim and Peter. In my experience, building good products doesn't create buzz. It's too easy to knock off a great product idea--it happens every day. Most product and service categories now are viewed as commodities. Buzz is a cultural thing. For example: if the "cool" kids in high school and college endorse a product like the iPod, as they did, it takes off. Certain intangibles come together to create buzz. When marketers figure out how to leverage the intangible assets of their brand.. .that's when the buzz, aka viral marketing, can take over and create a sensation in the marketplace. Thanks for your observations, Kim and Peter. In my experience, building good products doesn’t create buzz. It’s too easy to knock off a great product idea–it happens every day. Most product and service categories now are viewed as commodities. Buzz is a cultural thing. For example: if the “cool” kids in high school and college endorse a product like the iPod, as they did, it takes off. Certain intangibles come together to create buzz. When marketers figure out how to leverage the intangible assets of their brand.. .that’s when the buzz, aka viral marketing, can take over and create a sensation in the marketplace.

]]> http://www.mpdailyfix.com/talking-brands-building-buzz/comment-page-1/#comment-21531 Kim klaver Thu, 15 Jun 2006 15:26:14 +0000 http://www.mpdailyfix.com/talking-brands-building-buzz/#comment-21531 Hi! You write: "The question becomes: what do brands have to do to get their own buzz going to build awareness these days, and become part of our mainstream conversations?" One obvious answer is: have a remarkable product, worth talkig about, like iPod or Tivo. But that's not necessary, seems. Doing cool things WITH a product seems also to create buzz, like the Mentos-Diet Coke story that's now all over the Internet - where the mentos creates a fountain in a diet Coke glass..http://www.eepybird.com/ Or the ads that draw attention to the product, like the 1986 Apple superbowl ad, or the hilarious and effective "orgasmic shampoo" ad. Both brought recognition and sales for their products... So maybe it's about trying new stuff and having fun doing it, assuming the product IS a good one. The trend towards asking customers for input is also getting fun results, like the customer-created anti SUV ads drawing attention to that whole world view, and the SUV. Or the mini videos created recently by aspiring movie directors... No one pat answer, seems. So here's to the experimenters, eh? Hi! You write:
“The question becomes: what do brands have to do to get their own buzz going to build awareness these days, and become part of our mainstream conversations?”
One obvious answer is: have a remarkable product, worth talkig about, like iPod or Tivo.
But that’s not necessary, seems. Doing cool things WITH a product seems also to create buzz, like the Mentos-Diet Coke story that’s now all over the Internet – where the mentos creates a fountain in a diet Coke glass..http://www.eepybird.com/
Or the ads that draw attention to the product, like the 1986 Apple superbowl ad, or the hilarious and effective “orgasmic shampoo” ad.
Both brought recognition and sales for their products…
So maybe it’s about trying new stuff and having fun doing it, assuming the product IS a good one.
The trend towards asking customers for input is also getting fun results, like the customer-created anti SUV ads drawing attention to that whole world view, and the SUV.
Or the mini videos created recently by aspiring movie directors…
No one pat answer, seems. So here’s to the experimenters, eh?

]]> http://www.mpdailyfix.com/talking-brands-building-buzz/comment-page-1/#comment-21530 Peter Kim Thu, 15 Jun 2006 12:03:15 +0000 http://www.mpdailyfix.com/talking-brands-building-buzz/#comment-21530 Answer: build good products. Short-term spending may stimulate awareness and trial, but products need to back up branding. The more crazy emerging channels get, the more important it is to remember the fundamentals of marketing. Answer: build good products.
Short-term spending may stimulate awareness and trial, but products need to back up branding. The more crazy emerging channels get, the more important it is to remember the fundamentals of marketing.

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