Comments on: Raging bull http://www.thecrossedcow.com/2009/12/15/ragingbull/ Blog from brand consultants The Partners. Sat, 28 Jan 2012 08:08:15 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Clegg's success? #davidcameronsfault - The red, yellow and blue blog - Blogs - Brand Republic http://www.thecrossedcow.com/2009/12/15/ragingbull/comment-page-1/#comment-590 Clegg's success? #davidcameronsfault - The red, yellow and blue blog - Blogs - Brand Republic Fri, 23 Apr 2010 12:43:32 +0000 http://www.thecrossedcow.com/?p=1660#comment-590 [...] BMG, represents RATM as Simon Cowell’s protégée. (I blogged about this story earlier this year here).My point is this: the principle of Big Society is that when the public take control, they take [...] [...] BMG, represents RATM as Simon Cowell’s protégée. (I blogged about this story earlier this year here).My point is this: the principle of Big Society is that when the public take control, they take [...]

]]> By: Steve Owen http://www.thecrossedcow.com/2009/12/15/ragingbull/comment-page-1/#comment-354 Steve Owen Tue, 15 Dec 2009 14:46:24 +0000 http://www.thecrossedcow.com/?p=1660#comment-354 Good article Jim, but I'm not sure I completely agree with the balance of power argument. At the heart of a good brand – and therefore the marketing that goes with it – is a central idea or point of view which people will either resonate with or not. If this idea is not grounded in a truth which the business can deliver on, and then be delivered at every touch point, people will walk away. That's always been the case, think Enron and to a lesser extent McDonalds (post Morgan Spurlock). I suppose my point is, brands have always been in the power of the consumer, it's just now happening on a more immediate and larger scale. It's our job to make sure the brands we deliver are dynamic ones with integrity at their heart, then join the conversations and engage people on their terms. ps. I've always hated X Factor and loved RATM. Power to the people! steve.owen@dave.biz twitter.com/steowen Good article Jim, but I’m not sure I completely agree with the balance of power argument.

At the heart of a good brand – and therefore the marketing that goes with it – is a central idea or point of view which people will either resonate with or not. If this idea is not grounded in a truth which the business can deliver on, and then be delivered at every touch point, people will walk away. That’s always been the case, think Enron and to a lesser extent McDonalds (post Morgan Spurlock).

I suppose my point is, brands have always been in the power of the consumer, it’s just now happening on a more immediate and larger scale.

It’s our job to make sure the brands we deliver are dynamic ones with integrity at their heart, then join the conversations and engage people on their terms.

ps. I’ve always hated X Factor and loved RATM. Power to the people!

steve.owen@dave.biz
twitter.com/steowen

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