Year: 2013

Thanks for a great year

Thanks for a great year

By Mark Di Somma

As summer finally shows its face in my part of the world and the year counts out, I want to take this opportunity to thank all of you who take the time to read, to comment and to publicise my posts. A blog is definitely a labour of love, even in this age of content marketing, and having others read, respond and feed into issues that catch my eye is hugely satisfying. I’m often asked why I invest so much time posting. Three reasons. I’m a brand geek. I love the ways brands work. I enjoy the ironies of how they work most effectively. I find them a great lens through which to look at business problems. Secondly, I’m an avid reader and Upheavals is a great opportunity to share thinking that inspires me, from a full range of sources. Thirdly, preparing posts generates amazing conversations with all sorts of people – from those I know very well (that’s you Christine, Alex, Blair, Jeremy, Sherryl, Di, Simon, Sarah, Mike, Adrienne, Gren and Sam) to marketers like …

Increasing your difference by opinion

Increasing your difference by opinion

By Mark Di Somma

The opinionated consumer is on the rise. Brad Tuttle cites numerous examples of boycotting, protesting, petitioning and venting in this recent article in Time. Encouraged by the galvinising effects of social media and mass action against brands that they perceive to have done wrong, people everywhere it seems are pointing the finger and calling upon others to do the same.

Is your brand an option or the alternative

Is your brand an option or the alternative?

By Mark Di Somma

My favourite saying is “Life is not a popularity contest”. It’s a maxim easily forgotten in these days of convergence. But in my opinion it’s more true in business than anywhere, and most true in terms of how companies need to think about their branding. Every brand should be actively looking to put distance between itself and its competitors. And since true difference of offer is now one of the hardest things to achieve and maintain, the most effective and cost efficient way to do that is through difference of opinion. Pick a fight, make a point Every brand should look to make enemies. If I’m working on a project with Audacity where our client is #2, #3 or further down the pecking order, I start by looking for a way to pick a fight, or at least a debate, with our client’s nearest rival. Because when you do this, you give yourself an opportunity to espouse a “sticky” world view, one that people are drawn to and wish to acknowledge and support (by buying …

What's your brand advocacy strategy

What’s your brand advocacy strategy?

By Mark Di Somma

Every brand wants advocates. Little wonder. According to Janessa Mangone, people who actively promote your brand can be 50% more influential than the average customer in helping you secure new sales. So perhaps attracting them is something best not left to chance. As we head into the busy Christmas season, here’s some simple but timely reminders on how to put some wow! in your WOM. 7 ways to motivate your advocates Give them something to talk about – advocates love to share. Release news, ideas, tips, FAQs, case studies, video and reviews that the people who love your brand can enthusiastically share with others. Use email marketing to give them ‘scoops’ that are not released in the general media, and watch your traffic. It’s a simple way to monitor the amplifying effect of your advocates. While companies are increasingly looking at content marketing to bring new people to their brand, it’s easy to overlook the need to keep your current community involved and excited. A comprehensive piece here by Joe Pulizzi on how to attract …