http://www.hardknoxlife.com/2009/10/10/brand-managers-need-to-practice-consumer-collaboration/ A Brand Management blog by Dave Knox @daveknox Sun, 14 Mar 2010 20:57:11 -0600 http://wordpress.org/?v=2.8.4 hourly 1 http://www.hardknoxlife.com/2009/10/10/brand-managers-need-to-practice-consumer-collaboration/comment-page-1/#comment-3695 Don’t make the mistake of giving up the Voice of the Brand « Hard Knox Life – Dave Knox Brand Management blog Thu, 21 Jan 2010 14:08:20 +0000 http://www.hardknoxlife.com/?p=2014#comment-3695 [...] The problem is that being the “voice of the brand” requires an entirely new skill set for Brand Managers.  In the past, Brand Managers rarely interacted directly with consumers.  When doing market research, there was always that convenient focus group where we could observe behind the glass.  With PR, generally we had a person that handled interactions with magazine editors and were in charge of “public  statements.”   And with advertising, our agency took the lead in crafting that message.  So while Brand Managers should be the “voice of the brand” in Social Media, it is going to require all of us to learn a new way of doing things… a new way to collaborate. [...] [...] The problem is that being the “voice of the brand” requires an entirely new skill set for Brand Managers.  In the past, Brand Managers rarely interacted directly with consumers.  When doing market research, there was always that convenient focus group where we could observe behind the glass.  With PR, generally we had a person that handled interactions with magazine editors and were in charge of “public  statements.”   And with advertising, our agency took the lead in crafting that message.  So while Brand Managers should be the “voice of the brand” in Social Media, it is going to require all of us to learn a new way of doing things… a new way to collaborate. [...]

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