Who Wins the Fight Between Brand and Product?

 

When most people think of the word brand you think of a label. You think of generic Great Value versus Kellogg’s. In the world of advertising is one of the hottest commodities. A brand makes the product come alive to the target audience. A good brand creates a fantasy, a lifestyle, a statement. It includes everything about the product, down to the logo and font, that communicates the brand message.  A good brand is worth more than a good product.

One of my favorite examples of a good brand is J.K. Rowling (yes, people can be brands too). Rowling’s Harry Potter sold more than 450 million copies in 55 different languages. When the author to probably one of the best-selling books of all time used a pseudonym to publish her book The Cuckoo Calling; how do you think it did? It sold less than 1,000 copies. When word got out that Rowling’s was actually the author, it became a best-seller in just a few months- selling 1.1 million copies. That is the power of a good brand. When the name alone can produce more sales than the actual product itself.

So then, how do you build a good brand. Social media, although new, is quickly becoming the fastest and more effective ways to build a good brand. Where else can you reach a captive mass audience with just a click of a button. Social media allows you to reach your target audience and even some outside your target audience at the same time. The key to effective social media is to be strategic. Don’t just post for posting’s sake. You need content to be shareable and valuable. People get annoyed by spam brands (brands that are always in their notifications and aren’t saying anything important.

Another key is to know that what you’re saying is just as important as where you say it. Pick your platform and devout yourself to it, make yourself an expert at it. A good brand is much more valuable in the long run than a good product.

 

 

Resources:

Agius, Aaron. “The 4 Essentials to Building Your Brand on Social Media.” Entrepreneur. Entrepreneur, 13 Apr. 2015. Web. 02 Oct. 2016.

Ries., Al. “Having a Better Brand Is Better Than Having a Better Product.” Advertising Age. Advertising Age, 05 Sept. 2014. Web. 02 Oct. 2016.

Photo Cred: Davron Marketing

Live stream is the new black

 

Written by Gabrielle Ebron (@gabrielleebron)

Twitter is once again changing the way we view things. And no, it’s not an annoying update that changes the ‘star’ icon to favorite a tweet into a mushy heart that ‘likes’ it. Rather, it is something that will unite users who are already united on Thursdays – and possibly soon even Sundays and Mondays.

On Thursday Sept. 15, Twitter streamed its first ever Thursday Night Football game between the New York Jets and the Buffalo Bills live on the app. A recorded 2.3 million users tuned in to watch the game via Twitter on either the mobile app, website, or other various ways to access Twitter (game system web portals, Apple TV, etc.

Many fans love this option as it cancels out the requirement of being at home in front of a TV, being in a noisy bar around strangers, or even being near a TV at all. Tweeters simply needed a phone with cellular data/Wi-Fi capabilities or some form of internet access.

tnf

With a simple search of the #TNF hashtag or visiting the NFL’s official Twitter account, users were able to jump right in on the game. (Source: screenshot by author.)

This isn’t the first time Twitter has live streamed an event. It has streamed a few individual sporting events (not necessarily live, however) and this past summer live streamed the Democratic and Republican National Conventions. Tonight (Sept. 26) you can live stream the presidential debate between Donald Trump and Hillary Clinton.

However, this is the first deal Twitter has signed with a specific organization or company to stream multiple events under that organization.

So how is this changing the game, you ask? Well, Twitter has already signed additional deals with the NBA, MLB, NHL. Will sports fanatics agree to working shifts on game nights if they know all they need is access to their phone? Will this affect their performance at work, in class, etc. if their eyes are glued to the screen?

Will this affect ratings of television broadcast companies (although they are the ones making the deals with Twitter)? Will we begin to see our favorite TV shows like How to Get Away with Murder, Dancing with the Stars and Being Mary Jane on Twitter on their premier nights? Will the occasional lagging that every internet platform faces keep viewers loyal to their television? Heck, can users even truly stand to look at their phone screens or laptops for hours at time? We will soon find out.

Sources:

Chaykowski, Kathleen. (2016, Sept. 16). Twitter’s First Thursday Night Football Game Reaches 2.3 Million Viewers. Forbes. Retrieved from http://www.forbes.com/sites/kathleenchaykowski/2016/09/16/twitters-first-thursday-night-football-live-stream-reaches-2-3-million-viewers/#3f2588ec159e

Newcomb, Alyssa. (2016, Sept. 26). How to Watch the Presidential Debate Without Turning on the TV. NBC News. Retrieved from http://www.nbcnews.com/storyline/2016-presidential-debates/3-ways-watch-presidential-debate-without-turning-tv-n654491

Streaming Exclusives

by Charlie Green

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Photo: New York Times

We’re currently in a streaming war, and it seams like the only way to get ahead is to get exclusives. Streaming services are now getting musicians to release or store their libraries exclusively on one service. For instance, last year Prince moved his entire library to stream only on Tidal.

Kanye West released his album earlier this year with an exclusive to Tidal; this resulted in Tidal tripling its paid subscriber base. This strategy doesn’t come without its faults. Fans of the artists in question can be annoyed to subscribe to a completely new service just for a few new songs, so while some would gladly stream it on the streaming platform they already have, the next best option is the one that rattled music industry sales for the last decade, piracy. Kanye West’s Tidal exclusive cost him more than half a million illegal downloads and reports of up to $10 million in lost sales.

Are you more likely to subscribe to a new streaming service because of one album? If I ever release an album, I would want people to hear it wherever they already are. I wouldn’t want to push my fans in one direction or another so they can hear my music. After the recent passing of Prince, Wired Magazine tweeted a poll to see if people would subscribe to Tidal to stream all of his music, and the poll results speak for themselves.

Beyoncé just released her album exclusively on Tidal, but its been revealed that its only for a few days, and then we will see it on other platforms like iTunes. Maybe artists are starting to learn from others mistakes, especially when you’re a big name artist.

 

http://www.nytimes.com/2016/04/25/arts/music/beyonce-lemonade-tidal-itunes-apple
http://www.wired.com/2016/04/tidal-kanye-west-lawsuit/
https://www.sohh.com/prince-helps-tidal-get-last-laugh-streaming-war/

Aldi Needs Better PR

By: Charlie Green

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Photo: news.com.au

Supermarket chain Aldi has been the latest company under fire for their Facebook post that asked for their shoppers to name their favorite animal. But something that sounds so harmless isn’t the way the customers view the harm that Aldi has been accused of doing to their animals. Recently they’ve had to deal with hundreds of customers calling for them to withdraw caged eggs from their stores, but Aldi’s quiet no response on the issue made customer frustration even tenser. My guess is that the Facebook post asking customers to “Tell their best animal joke” wasn’t the best way to break the ice on the subject, and I think Aldi agreed because the post was soon deleted, but not before the public took shots at the company in the comments.

Facebook user Bec Wowk commented, “Why didn’t the chicken cross the road? It couldn’t, it was stuck in a cage supplying eggs for Aldi”. Beaver Hudson commented, “It’s a sad day, Aldi chooses to make animal jokes when so many of its customers are asking it to take animal welfare seriously”. Melinda Young wrote, “What did the chicken say to Aldi? Please let me out of the cage, forever and for always.”

Working in the social media means knowing every facet of the controversies that surround the company. An attempt to promote your company and your products can quickly go down hill in a hurry. For a company that is known for having consumer base that is concerned with social issues, the people making the posts could have done a Google search.

Sources:
http://www.dailymail.co.uk/news/article-3532138/Supermarket-Aldi-asks-shoppers-favourite-animal-joke-gets-slammed-selling-caged-eggs-social-media-promotion-backfires-badly.html
http://www.news.com.au/finance/business/retail/angry-aldi-customers-are-hitting-back-at-the-chains-latest-social-media-mishap/news-story/3acdb1c301b2381d37fe3fcbb13a22c2