PSFK’s Good Brands Report 2009 highlights the fundamental ability by these companies to pursue their daily business commitments, be responsible, innovate, and be social while they retain Zen-like focus on what they’re about.
The report highlights several characteristics used to rate and rank the top 10 brands. Utility, experimentation, design, community and listening, to changing the model, going beyond the 30-second ad and prioritizing the environment all made the cut as desirable business traits and behaviors. Being helpful is the new black – utility is a call to operate as part of a system or context and understanding how to behave or your role and contribution within it.
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If you’re still working on figuring out search engine and page optimization, this post may not be for you. SEO and page optimization are still all about sites as destinations. That theory that says people will need to come to your place and you’ll do your best to have them stick to it. However, with social – and especially real time – we have people at the center. Their online presence and interactions create the connection, not any one specific place.
Which means that the context where your brand lives will be even more situational than it’s been in the past. All the hard work of deciding what the company or product story will look like needs to take place at the development and the service delivery stages, not just in the promotional phase. Owning your brand, it turns out, equals revealing the real core of the company – the real “it” through the real you.
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