Tag Archives: branding

Tweet Style: How Does Your Brand Do It?

Posted on by jesskry
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Last week, I began to ponder the style of a branded Twitter account with fellow Twitter peeps @lanejoplin, @timnekritz, @radiofreegeorgy, @thanhancock, @bradjward. Supposedly, as channel/community manager, you’re taking on the brand persona, right? Or are you putting your own persona into the brand? Do you have a plan for your tweets or are they random? The more this was discussed, the more a blog post it deserved.

Personally, I’ve been putting on the University brand, primarily, touting University events, related news stories and of course, Boston updates. One thing I’ve not been doing too much of is interacting. Being someone who endlessly preaches ‘interaction, integration and two-way communication’ I cant really sit idle any longer: Its time to Tweet.

As I move forward in discussing and commenting on students and other follower/followees there’s a line to draw. How much is too much? Is too little robotic? Can I really chime in on how much I loved the Cuddy/House drama last week (Thanks for the input, @lanejoplin:) )?

I’d love for branded tweeting to take on a more personal touch, but how much of that touch is one person’s idiosyncrasies and lovable quirks versus a unified branded approach? Can both live simultaneously in harmony? What happens when the (hopefully, luckily) loved persona moves on or becomes too busy?

I’m thinking the answer is a little bit of both: stay true to the university brand and persona while also injecting a little personality to keep things interesting. Of course you wont get political or attach links to stories that’ll stir the pot, but generally, you’ll be able to have fun while providing information.

That’s what social media is all about, right? :)

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The Power of Beer: Harpoon 5-Miler

Posted on by jesskry
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394px-frosty_beer_mugsvg1Many people know me as an athlete. Rower, Swimmer, Volleyballer, Softballer, even a semi-ok basketballer. But contrary to popular belief, athleticism does not equal running prowess. When it comes to running, I suck.

Be it bad knees from years of illl kicking practice in the breast stroke or bad form from only needing to run during AYSO soccer, running and I have never really seen eye to eye. There was a stint when I took to running on the weekends and even got up to 4 miles at a time. However, it quickly dissolved when knee pain turned to hip pain and put an end to my beginning of running.

But now, through rowing, I have a friend who is a marathoner. Not just one, but several across the country. No matter how many times I try to tell her I’m not built for speed she brings on challenge after challenge that I swiftly deny her. This time however, something is different: there’s beer involved.

Yes, many runs are for charity. And yes, many runs have fabulous after parties. But not just any run carries the name ‘Harpoon’. If you’ve ever attended a Harpoon fest before, you know of the joy that fresh beer and new friends can bring. Being an athlete – and humanitarian – folding charity (proceeds benefit the Angel Fund) and sport into the brand name brings me to a new place in my running: maybe I can complete a 5 miler.

I’ve been approached many times for charity runs, and have considered, but never felt the pull that I feel for this. Its not even about alcohol, its about the brand. I approve of it. I like to align myself with it. Its Boston. Its mature. Its always fun but responsible. How could one not want to participate in such a run?

If I can do it, any one can. Want to join? Registration opens tomorrow. Check out the info here.

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Branding and Product Loyalty: Looking At Your NFL Preferences

Posted on by jesskry
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108960421_53b1ad1502During these 2008 NFL playoffs, I started to think about how my deep and undying passion for the New York Giants began. My family wasnt a big football family. My high school team wasnt that great. My father was more of a college basketball kinda guy. I realized that its like most product branding: it just is. Its a choice I made a long time ago that will stay with me for life. Yes I’m from NY, but that’s basically where the influence for this decision ended. But its a powerful one.

You choose a product/team and its something that stays with you, and for most of us, will never change. Through ups and downs, trials and tribulations, we’ll stick with what we’ve known. Changing is not an option. This also bleeds over for many of us into product choices, such as pain relievers, bath products or home cleansers.

The thing about product and brand loyalty is that sometimes, there may not be a reason. Many consumers go through the motions of picking up what they are out of at home robotically. Some families may expect that their children will go to a certain college because thats what the family does. There are many reasons that are undeterred by current slander in the news, be it salary questions or child labor insinuations.

For me, I’ll always be a NYG fan and that will never change. I’ll always wear Nike’s. But, there are areas where I waver and experiment, especially as I grow older. How will you as a marketer influence these decisions for people like me?

Photo Courtesy of Benswing via Flickr.

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