Since last residency– Notes from the field<br />Branding & social media<br />Egypt online activism, Kenneth Cole, <br />an...
Branding 101:  Differentiating;Equity;Loyalty. <br />Physical goods;<br />Services;<br />Stores;<br />Person;<br />Place;<...
WaelGhonim – Egypt’s “Facebook Hero”<br />We are all Khaled Said<br />Welcome to the new Egypt. <br />A new country that s...
Asmaa Mahfouz: Vlogger for an uprising<br />
Marketing nationalism? Patriotism? Still part of a TRUTH CHAIN<br />Issues of power and knowledge;<br />Stakeholder engage...
And, as #Cairo trends on Twitter . . .<br />
GIANT fail in alignment with actual brand experience . . .<br />Apology retweet by Kenneth Cole:  <br />	“Re Egypt tweet: ...
Kenneth Cole apologizes on Facebook:<br />	“I apologize to everyone who was offended by my 	insensitive tweet about the si...
Another Egyptian-based crisis:<br />CBS News Correspondent sexually assaulted, beaten<br />
Reaction spreads through social media<br />CBS posted statement on its website;<br />Committee to Protect Journalists  use...
Repercussion for NPR:  Reminder of posting etiquette<br />There's much we don't know about what happened. Until we learn m...
Multi-stakeholder engagement . . .<br />CAN accelerate greater transparency of truth/value chain<br />OR<br />DOESN’T embo...
Bibliography<br />Buttinger-Fisher, C., & Vallaster, C. (2008).  Connective Branding:  Building Brand Equity in a Demandin...
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Egypt, branding, and social media (briefly)

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A quick look at how sociall media (such as Facebook, Twitter, and vlogs) played into the recent news landscape about Egyptian uprisings.

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  • Differentiating involves points of parity (common industry attributes) and points of difference (customer can distinguish). Equity includes product 9or service, etc.) plus intangible promises, e.g. culture, brand awareness, and image.
  • Prime example of eroding brand equity rather than building; overtime, positive experience with brand will become emotional before turning into engagement. (Kenneth Cole disconnected brand promise with actual experience and broke emotional connections.)
  • Egypt, branding, and social media (briefly)

    1. 1. Since last residency– Notes from the field<br />Branding & social media<br />Egypt online activism, Kenneth Cole, <br />and National Public Radio <br />
    2. 2. Branding 101: Differentiating;Equity;Loyalty. <br />Physical goods;<br />Services;<br />Stores;<br />Person;<br />Place;<br />Organization; or,<br />Idea.<br />
    3. 3. WaelGhonim – Egypt’s “Facebook Hero”<br />We are all Khaled Said<br />Welcome to the new Egypt. <br />A new country that started in Tahrir square. <br />A country of unity, peace, freedom & justice for all. <br />Help us build it. Keep your support. Thanks to all your efforts & help.<br />
    4. 4. Asmaa Mahfouz: Vlogger for an uprising<br />
    5. 5. Marketing nationalism? Patriotism? Still part of a TRUTH CHAIN<br />Issues of power and knowledge;<br />Stakeholder engagement;<br />Behavior to satisfy intrinsic needs.<br />
    6. 6. And, as #Cairo trends on Twitter . . .<br />
    7. 7. GIANT fail in alignment with actual brand experience . . .<br />Apology retweet by Kenneth Cole: <br /> “Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC”<br />Fake @Kenneth Cole account set up; tweets such as: <br /> “Our new slingback pumps would make Anne Frank come out of hiding! #KennethColeTweets.”<br />
    8. 8. Kenneth Cole apologizes on Facebook:<br /> “I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I’ve dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate. <br /> Kenneth Cole, Chairman and Chief Creative Officer”<br />
    9. 9. Another Egyptian-based crisis:<br />CBS News Correspondent sexually assaulted, beaten<br />
    10. 10. Reaction spreads through social media<br />CBS posted statement on its website;<br />Committee to Protect Journalists used social media to protest Mubarak censoring through violence, intimidation;<br />Esquire blog quoted Logan about being detained, interrogated overnight the week before.<br />
    11. 11. Repercussion for NPR: Reminder of posting etiquette<br />There's much we don't know about what happened. Until we learn more, for example, jumping to conclusions about her attackers adds nothing to the discussion. They're criminals. Period.<br />Blaming the victim is an old, tired game. Please don't.<br />Before you submit a comment, ask yourself this question: If I had to put my real name with this, would I hit "publish?“ If the answer is no, the better move might be to hit "delete."<br />
    12. 12. Multi-stakeholder engagement . . .<br />CAN accelerate greater transparency of truth/value chain<br />OR<br />DOESN’T embody promise and principles<br />(Can you think of other examples that do or don’t improve experiences?)<br />
    13. 13. Bibliography<br />Buttinger-Fisher, C., & Vallaster, C. (2008). Connective Branding: Building Brand Equity in a Demanding World. New Jersey: John Wiley & Sons.<br />Ehrlich, B. (2011) Kenneth Cole’s #Cairo Tweet Angers the Internet. Mashable: Retrieved 2/16/2011.<br />Memmott, M. (2011). CBS News’ Lara Logan Was Attacked, Sexually Assaulted in Egypt. NPR: Retrieved 2/16/2011. <br />Moore, K, & Pareek, N. (2010). Marketing: The Basics. New York: Routledge.<br />

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