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Pub355 week2-cluetrainopenbrand



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  • 1. Cluetrain Manifesto & The Open Brand PUB 355: September 24, 2010 by Monique Trottier You should follow me on twitter @boxcarmarketing
  • 2. The Cluetrain Manifesto • Markets are conversations. • Markets are networks of people. • Markets make buying decisions by talking amongst each other. • Companies are networks of people. • Companies should use a human voice instead of corporate-speak. twitter: @boxcarmarketing
  • 3. What the Cluetrain Manifesto Means for Marketers: • People talk. • The conversation will go on with or without you. • Markets demand transparency, authenticity and trust. • Join your community. • The masses are greater than mass media. twitter: @boxcarmarketing
  • 4. The Open Brand • There’s been a relationship shift in the way consumers relate to products: before, during and after a purchase consumers are engaging with each other through blogs, peer-reviews and other interactive ways. • Consumers are taking control over the messages that brands once controlled. • For brands to survive this relationship shift they must engage with consumers within consumers’ communities. twitter: @boxcarmarketing
  • 5. The Cluetrain Manifesto 1999 The Open Brand 2008 twitter: @boxcarmarketing
  • 6. Cluetrain > Open Brand • 10 years later ... • Use your human voice • People form social networks • Markets are networked environments of people • People recognize honesty, transparency, authenticity twitter: @boxcarmarketing
  • 7. What does it mean for marketers? • Worldview of Closed Brands • Worldview of Open Brands • Target Consumers • Fosters Communities of Consumers • Monologue • Dialogue • Awareness • Engagement • Push • Pull • Scripted Communication • Transparent Communication • Request, Periodic Feedback • 24/7 Feedback, Input-Focused • Created by Marketers • Co-Created with Consumers • Brand Management • Brand Stewardship twitter: @boxcarmarketing
  • 8. The O.P.E.N Brand is: • On-demand: Brands need to be accessible, immediate, & findable. • Personal: Brands need to build relationships with consumers. • Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships. • Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them. twitter: @boxcarmarketing
  • 9. Open or Closed? You should follow me on twitter @boxcarmarketing