Who Owns Your Brand?

Posted on July 22, 2008 by Christine Perkett
Filed Under Marketing, Social Media & Networking | View Comments

Right now we are participating in a Twebinar (think Webinar + Twitter) hosted by Chris Brogan and Radian 6 on the topic of “Who Owns the Brand?”

Do companies own their brand or do the customers own the brand? There are a lot of differing opinions on the subject. I believe companies own the brand – they just don’t have sole control over it (and really, never did – the Internet just makes this more glaring).

Companies set the stage for their brand by communicating their intentions, credibility and value. Customers help shape the brand, collaborate on its direction and share it (good or bad). Today, more than ever, the customer takes the brand a company presents and either accepts it or rejects it – spreading the word or influencing change (as Dell experienced with IdeaStorm).

A huge part of what direction your customers take the brand depends on the company keeping their brand promises. Smart companies recognize this and welcome customer influence by embracing them, conversing with them and inviting collaboration. That means listening and taking action based on customer feedback.

What do you think? Follow and join the conversation here (type in #tweb2) or visit Radian 6’s Twebinar to watch the recorded version and learn about future Twebinars.

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Tags: #tweb2, branding, chrisbrogan, Dell, Ideastorm, internet marketing, Marketing, Radian6, Social Media, twebinar, Twitter, Web 2.0

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View Comments to “Who Owns Your Brand?”

How to Build a Killer Social Network: Takeaway : PerkettPRsuasion - The PerkettPR Blog on July 22nd, 2008 4:37 pm

[...] they should join and interact with first. Existing customers and people who are familiar with your brand probably already congregate in similar online communities. Those who are not familiar with your [...]
David Alston on July 22nd, 2008 11:12 pm

Hi Christine,

Glad you had some good takeaways from the Twebinar today – and also thanks for helping to spread the word about it. Tweet you at the next one in August on the Importance of Listening.

Cheers David
Christine Perkett on July 23rd, 2008 3:04 pm

Looking forward to it, David. Thanks for the great series.