Comments on: A Brand Manager’s Call for Change http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/ A Brand Management blog by Dave Knox @daveknox Thu, 18 Mar 2010 00:32:22 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: The new job of a Brand Manager is to facilitate conversations & community « Hard Knox Life – Dave Knox Brand Management blog http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-3087 The new job of a Brand Manager is to facilitate conversations & community « Hard Knox Life – Dave Knox Brand Management blog Tue, 15 Dec 2009 09:45:20 +0000 http://www.hardknoxlife.com/?p=1427#comment-3087 [...] carefully managed advertising campaigns is coming to an end, what will fill the void?  As I’ve written before, the answer of course is digital and the ability it creates to facilitate conversations and [...] [...] carefully managed advertising campaigns is coming to an end, what will fill the void?  As I’ve written before, the answer of course is digital and the ability it creates to facilitate conversations and [...]

]]> By: Marketing Blog http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-2173 Marketing Blog Thu, 24 Sep 2009 12:19:49 +0000 http://www.hardknoxlife.com/?p=1427#comment-2173 Nice Marketing blog!!! Nice Marketing blog!!!

]]> By: Why People Talk About Brands ... And Why They Don't | Social Media Explorer http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-927 Why People Talk About Brands ... And Why They Don't | Social Media Explorer Mon, 01 Jun 2009 10:01:22 +0000 http://www.hardknoxlife.com/?p=1427#comment-927 [...] A Brand Manager’s Call For Change (HardKnoxLife.com) [...] [...] A Brand Manager’s Call For Change (HardKnoxLife.com) [...]

]]> By: bmartin http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-769 bmartin Mon, 04 May 2009 01:21:30 +0000 http://www.hardknoxlife.com/?p=1427#comment-769 Dave's opinion is one that carries more weight than most as he is one is doing it...everyday. Working for the largest advertiser on the planet. So he sees just about everything and at the end of the day, he and his fellow brand managers will be the ones to make the change that he speaks of a reality. Brand management was first invented at P&G. (honestly, look it up...its true) So why should it be the young marketers at that same company who remake it. Dave's opinion is one that carries more weight than most as he is one is doing it…everyday. Working for the largest advertiser on the planet. So he sees just about everything and at the end of the day, he and his fellow brand managers will be the ones to make the change that he speaks of a reality. Brand management was first invented at P&G. (honestly, look it up…its true) So why should it be the young marketers at that same company who remake it.

]]> By: KlausvandenBerg http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-759 KlausvandenBerg Fri, 01 May 2009 08:42:46 +0000 http://www.hardknoxlife.com/?p=1427#comment-759 Hi Dave, Thanks for your insightful new marketing manifesto. The USA are leading the way, but North-Western Europe is keeping up the fast pace. Every new generation revolutionises societies, markets and marketing. This is why generational marketing is so useful and practical as a market segmentation tool. It is amazing to track and trace the Zeitgeist studying seniors, babyboomers, Gen X and Gen Y (or Gen Next if you wish) in quantitative and qualitative market research, both using old-school offline and new-school online research methods and techniques. The new marketing is not only a Gen Y thing: do not underestimate the changing communication and shopping routines of the Gen X, babyboomers and seniors. Your article does have some interesting implications for the market research industry of today and tomorrow. Cool stuff! Klaus van den Berg Hi Dave,

Thanks for your insightful new marketing manifesto. The USA are leading the way, but North-Western Europe is keeping up the fast pace. Every new generation revolutionises societies, markets and marketing. This is why generational marketing is so useful and practical as a market segmentation tool. It is amazing to track and trace the Zeitgeist studying seniors, babyboomers, Gen X and Gen Y (or Gen Next if you wish) in quantitative and qualitative market research, both using old-school offline and new-school online research methods and techniques. The new marketing is not only a Gen Y thing: do not underestimate the changing communication and shopping routines of the Gen X, babyboomers and seniors. Your article does have some interesting implications for the market research industry of today and tomorrow.

Cool stuff! Klaus van den Berg

]]> By: Nicky (@artrox) http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-756 Nicky (@artrox) Thu, 30 Apr 2009 21:54:31 +0000 http://www.hardknoxlife.com/?p=1427#comment-756 It's the new groundswell of MEkerting. The art of the brand builder making the interaction with the brand about me - the consumer and not about the product. What it can do for me, how it can interact and engage with me in a 2 way dialogue is more important than, as you say the "functional benefits like “better tasting” or “longer lasting.” MEkerting is about really understanding the consumer and standing for something that they can engage with. MEkerting is about the consumer not about your brand, yes digital has really turned brand management on it's head and isn't it fun! It's the new groundswell of MEkerting. The art of the brand builder making the interaction with the brand about me – the consumer and not about the product. What it can do for me, how it can interact and engage with me in a 2 way dialogue is more important than, as you say the "functional benefits like “better tasting” or “longer lasting.”

MEkerting is about really understanding the consumer and standing for something that they can engage with.

MEkerting is about the consumer not about your brand, yes digital has really turned brand management on it's head and isn't it fun!

]]> By: Ryan Jones http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-741 Ryan Jones Wed, 29 Apr 2009 21:09:56 +0000 http://www.hardknoxlife.com/?p=1427#comment-741 Dave, Great post and excellent data points as well. Do you think it is the brand managers who need to change or are they the ones that get it (as more Gen Y BMs start to take the reigns)...and the General Managers are the ones needing the good push in the backside? From where I sit the BMs are willing to let go; its the guys at the top that need the cajoling. Good stuff, --Ryan Dave,
Great post and excellent data points as well. Do you think it is the brand managers who need to change or are they the ones that get it (as more Gen Y BMs start to take the reigns)…and the General Managers are the ones needing the good push in the backside? From where I sit the BMs are willing to let go; its the guys at the top that need the cajoling.

Good stuff,
–Ryan

]]> By: Tom Asacker http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-740 Tom Asacker Wed, 29 Apr 2009 20:19:51 +0000 http://www.hardknoxlife.com/?p=1427#comment-740 Great post Dave. But I think Bob has it wrong: It's the marketplace that has changed dramatically, not marketing. That is, of course, if you believe that marketing is a way of walking, not a way of talking. Keep up the great work! Great post Dave. But I think Bob has it wrong: It's the marketplace that has changed dramatically, not marketing. That is, of course, if you believe that marketing is a way of walking, not a way of talking. Keep up the great work!

]]> By: BJ @ The Armory http://www.hardknoxlife.com/2009/04/29/a-brand-managers-call-for-change/comment-page-1/#comment-739 BJ @ The Armory Wed, 29 Apr 2009 20:13:14 +0000 http://www.hardknoxlife.com/?p=1427#comment-739 Yes, great article Dave! Too many brands consider "digital" a medium...it's not just a medium, it's THE mechanism by which the medium is even possible. This is an even greater issue when targeting Gen Y...as you noted. They don't consume media in large courses...rather they are vending machine like media snackers, getting what they want and leaving. Keep it bite sized and relevant. Amazing find regarding applications vs music downloads. Wow. Yes, great article Dave! Too many brands consider "digital" a medium…it's not just a medium, it's THE mechanism by which the medium is even possible. This is an even greater issue when targeting Gen Y…as you noted. They don't consume media in large courses…rather they are vending machine like media snackers, getting what they want and leaving. Keep it bite sized and relevant.

Amazing find regarding applications vs music downloads. Wow.

]]>