Five Tips to Manage Your Brand's Volume in Real-Time Environments
By Bruce Seigel General Manager, The Ritz-Carlton, Lake Tahoe | June 14, 2015
Digital consumer engagement is an important part of building brand equity. By using a five-point digital marketing reference system, a hotel can successfully evaluate and manage its digital customer engagement activity to ensure it supports and reflects the brand's core properties.
As the credits rolled across my television screen following a recent episode of Mad Men, I found myself nostalgic for more than just cufflinks and cocktails. For all its romantic ideology of the ad man, I think the show's true appeal for me is watching how simple it was to build a brand without the Internet's influence. The show reminds us marketers of the foundations of brand building.
I don't believe there's a conference in America today that doesn't include a breakout session on Internet branding. It's hot and trending. In fact, I read articles generated by a multitude of digital brand directors and experts en mass each day. We all do. Yet by way of wireless assimilation, I think many companies willfully drink the Kool-Aid and add "digital brand management" to their marketing department's core responsibilities without a clear outlook on the brand's real-world performance.
This thought brings me back to Mad Men and the character of Roger Sterling. As the senior ad man, he lacks the compulsive behaviors we see in the show's younger characters. While admittedly inebriated much of the time, he remains mature and deliberate, void of the adolescent impatience of his underlings. He is notorious by reputation, yet surprisingly adept and relevant to the story throughout all seven seasons. It might be said that Roger Sterling – through the creative and careful invention of the character by the show's writers – is a successful brand within a successful brand.
This is an important, and often overlooked, characteristic of every brand because a business' brand does not exist as a single entity but is in fact, a brand within a sea of human brands. For Roger, this meant face-to-face interactions with clients. Customers, through their interactions with a business, its employees, its products, and other customers, have more gravitational influence on the brand than an army of brand managers. But today this influence is compounded with the presence and necessity of customer engagement on the Internet.
Dialing Down the Digital Noise
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