At the end of the day, brands today live a decentralized, if not fragmented, existence. The brand “home” has line-extended itself into a network of smaller residences and rented apartments — or what we might call “brand stands” — all primed for meeting and interacting with the consumer at various stages in the purchase, loyalty or advocacy cycle. A Facebook fan page is a classic brand stand.
A smart website feeds and refreshes the brand stands. It anchors the brand database, arguably the most coveted asset, and sets the tone and standard for the brand’s ethos and attitude about feedback, expression and service. Put another way, it establishes that first critical (often unforgettable) impression. A great website also smartly syndicates, re-circulates and curates social content from the brand stands.
In a seamless “just in time” distribution network, content is refreshed from the website’s wholesale supply network. There are some variations to this, of course. YouTube, a de facto hosting and syndication platform increasingly popular to brands, mimics this hub-and-spoke model, but brands still control the primary distribution network or original video content.
Archive for August, 2010
I recently reviewed hundreds of startup pitches at Capital Factory, an early stage accelerator program for tech startups. Of those, almost none had unearthed 10 people willing to say, “If you build this product, I’ll give you $X.”
Think about that: Hundreds of people were ready to quit their day jobs, burn up savings and risk personal reputation - all without identifying ten measly people actually willing to pay for what they’re peddling. Short-sighted, no?
Put simply: If you can’t find ten people who say they’ll buy it, your company is bullshit.
Aren’t you sick of every startup blogger on Earth badgering you about this? Steve Blank says “get outside the building,” Eric Ries says “seek validated learning,” Sean Ellis says “seek product/market fit,” Drew Houston says “the only way to learn on a $0 budget is to talk to people.”
I say “find ten people who say they’ll buy.”
Attention marketers: Within the next few weeks, you may be recasting your entire green-marketing strategy.
Right now on the desks of Federal Trade Commissioners is the new set of so-called Green Guides that are used by the FTC to guide enforcement of existing laws. They are the first environmental-marketing guidelines in 12 years and could radically reshape how far marketers can go in painting their products, packaging or even corporate images green.
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