Denuo - denuology.com

I’ve been thinking about the iPad backlash and decided it isn’t because the device is subpar. Instead, the device is disappointing to many. When I ask myself why, I see a rare but significant problem for Apple: the Curse of Brand. It’s a syndrome that occurs when the expectations of a brand are so precise (and high) that it can only appease them in a very specific way. I thought of other brands that have suffered from the Curse of Brand and realized the same could be said of Muhammad Ali. In fact, looking at these two brands side by side, I’ve concluded Jobs strategically navigated this curse, while Ali did not.

I’ve had multiple clients in the last few months ask how to better collaborate with consumers. The one thing that’s clear from those conversations is that “collaboration” is a vague term. From what I can tell, marketing people focus on only a fraction of its potential, and it’s the wrong fraction. In fact, I’ve become convinced an expertise in collaboration may just be the catalyst for agencies to reinvent their business models— and the industry as a whole.

Everyone is talking about the real-time web. Which of course means, brands are asking questions about it. Which has ad guys and gals quoting pundits and regurgitating sound bites. Currently, most talk about real-time is specific to search. Which makes sense because search is a huge industry, used by most brand marketers. But, search really isn’t the easiest initial foray for brands interested in real-time information.

There aren’t a ton of things I agree with Craig Newmark about (which may be why I was once hustled on Craigslist), but one of them is that people are inherently good. So, I’ll have to disclaim that point of potential naiveté before I pitch you all the following idea. Especially because it involves people staying “good” as they make decisions about personal profit.

When I look at the surprising amount of inactivity in social media from brands (and yes, there’s clearly inactivity when you compare brand vs. consumer involvement), I get the sense it’s not a failure of understanding potential; it’s the result of not finding appropriate entry points. So, I thought I’d throw out 2 of the easiest (and most under utilized) ways of leveraging social media for any brand.