Comments on: The true value of brands in our changing world http://www.basini.com/the-true-value-of-brands-in-our-changing-world/ Justin Basini Fri, 25 Nov 2011 10:48:40 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tom Farrand http://www.basini.com/the-true-value-of-brands-in-our-changing-world/#comment-6 Tom Farrand Mon, 09 Nov 2009 23:12:24 +0000 http://www.basini.com/Wordpress/2009/11/09/the-true-value-of-brands-in-our-changing-world/#comment-6 Hey Ash, ta for that, would love to see the dvd, am sure you got to a similar place way before we did (!). But still, it's interesting as individuals are putting a lot of actions in place to change how their businesses come across and deliver to their customers, so the dialogue is more live than ever. You back in UK soon? Let's chat as you say. Hey Ash, ta for that, would love to see the dvd, am sure you got to a similar place way before we did (!). But still, it's interesting as individuals are putting a lot of actions in place to change how their businesses come across and deliver to their customers, so the dialogue is more live than ever. You back in UK soon? Let's chat as you say.

]]> By: Ashish Banerjee http://www.basini.com/the-true-value-of-brands-in-our-changing-world/#comment-5 Ashish Banerjee Mon, 09 Nov 2009 21:12:19 +0000 http://www.basini.com/Wordpress/2009/11/09/the-true-value-of-brands-in-our-changing-world/#comment-5 Tom, Justin...<br /><br />Good one. Makes eminent sense. Corpportaions today are too institutional, out of touch with the individual. I need to push this dialogue in my company... have been on about many of these things for years (Tom, I need to share a dvd w you of a presn I made at a marketing forum back in 2005). Let's chat!<br /><br />Best,<br /><br />-Ash. Tom, Justin…

Good one. Makes eminent sense. Corpportaions today are too institutional, out of touch with the individual. I need to push this dialogue in my company… have been on about many of these things for years (Tom, I need to share a dvd w you of a presn I made at a marketing forum back in 2005). Let's chat!

Best,

-Ash.

]]> By: Tom Farrand http://www.basini.com/the-true-value-of-brands-in-our-changing-world/#comment-4 Tom Farrand Mon, 09 Nov 2009 19:36:19 +0000 http://www.basini.com/Wordpress/2009/11/09/the-true-value-of-brands-in-our-changing-world/#comment-4 Thanks Tobias. You are dead right about transparency and the need to go beyond trying to be your best friend but actually doing something tangible about it, whether through tools, new products or services or activities people can get involved in. We see this open exchange happening in other places (look at Zappos) where there's a real person on the end of the dialogue, not a faceless brand campaign. What you are doing in your industry is a great example, the more individuals front up and lead change and create relationships that optimise the value for all parties concerned, the stronger the brands will become! Thanks Tobias. You are dead right about transparency and the need to go beyond trying to be your best friend but actually doing something tangible about it, whether through tools, new products or services or activities people can get involved in. We see this open exchange happening in other places (look at Zappos) where there's a real person on the end of the dialogue, not a faceless brand campaign. What you are doing in your industry is a great example, the more individuals front up and lead change and create relationships that optimise the value for all parties concerned, the stronger the brands will become!

]]> By: Tobias Richter http://www.basini.com/the-true-value-of-brands-in-our-changing-world/#comment-3 Tobias Richter Mon, 09 Nov 2009 18:25:24 +0000 http://www.basini.com/Wordpress/2009/11/09/the-true-value-of-brands-in-our-changing-world/#comment-3 Justin & Tom - congrats to this insightful and though provoking presentation. Although my business is more about fundamental disruption through price-point shifts and new distribution channels, I share your views and vision for established brands. Playing the social card whilst maximising profits has always been a "dance on a knive". The mission of " a brand as the best friend" has however been promoted for some years ("McDonald: I love it!"). In my view, the responsibility of companies will go beyond by integrating themselves into the people lives as facilitators and "honest translators" of an ever more complex and intransparent world. This is not necessarily defined by social standards but more by creating "ultimate transparency" translated through smart i-applications or tools. This "ultimate transparency" can however only be facilitated if companies have the gut and self-confidence to extend their communication to a platform of open exchange (2.0) like a moderator. "I am on your side no matter what comes". It's truly challenging to live this, but rewarding if you achieve it. Justin & Tom – congrats to this insightful and though provoking presentation. Although my business is more about fundamental disruption through price-point shifts and new distribution channels, I share your views and vision for established brands. Playing the social card whilst maximising profits has always been a "dance on a knive". The mission of " a brand as the best friend" has however been promoted for some years ("McDonald: I love it!"). In my view, the responsibility of companies will go beyond by integrating themselves into the people lives as facilitators and "honest translators" of an ever more complex and intransparent world. This is not necessarily defined by social standards but more by creating "ultimate transparency" translated through smart i-applications or tools. This "ultimate transparency" can however only be facilitated if companies have the gut and self-confidence to extend their communication to a platform of open exchange (2.0) like a moderator. "I am on your side no matter what comes". It's truly challenging to live this, but rewarding if you achieve it.

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