The document summarizes key principles from The Cluetrain Manifesto and The Open Brand about how marketing and branding must adapt to networked environments. The Cluetrain Manifesto from 1999 argued that markets are conversations and companies should use transparency and authentic human voices. The Open Brand from 2008 discussed how consumers now have more control over brands and companies must engage with consumers within their communities. Both texts discuss the importance of dialogue, transparency, and community for modern marketing.

1. Marketing Tactics & Principles
The Cluetrain Manifesto & The Open Brand

2. Last Week
Readings
• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The
Cluetrain Manifesto," http://www.cluetrain.com/
• Kelly Mooney and Nita Rollins, Open Brand
Monique Trottier
@BoxcarMarketing

3. If marketing is about...
• Conversation
• Collaboration
• Community
Monique Trottier
@BoxcarMarketing

4. And if we believe Clay
Shirky ...
that the web is a network of people who organize themselves
Monique Trottier
@BoxcarMarketing

5. Then we are talking about...
Source: DSearls http://www.flickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/
Monique Trottier
@BoxcarMarketing

6. The Cluetrain Manifesto
• Cluetrain.com went live April 1999
• Written by Chris Locke, Doc Searls,
David Weinberger and Rick Levine
• They felt that a powerful global
conversation had begun
• And that through the internet people
were discovering and inventing new
ways to share relevant knowledge with
blinding speed.
Monique Trottier
@BoxcarMarketing

7. The Cluetrain’s Key Points
• 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.
Monique Trottier
@BoxcarMarketing

8. 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.
Monique Trottier
@BoxcarMarketing

9. Time for a Quiz
8) The Cluetrain Manifesto encourages
1) Name one of the authors of the Cluetrain
companies to spend time developing mission
Manifesto:
statements and marketing pitches. True or false?
9) What does the Cluetrain Manifesto say about
2) When was it written?
marketing?
3) How many Theses are there?
a. Advertising is still one of the best marketing
tools.
4) The first Theses is one of the most important –
b. With the internet, marketing requires more
what is it?
effort.
c. Markets want companies to be authentic and
5) The Cluetrain Manifesto says that markets
transparent.
shouldn’t be treated as demographic sectors.
True or False?
10) What can marketers learn from the Cluetrain
Manifesto?
6) According to the Cluetrain Manifesto, markets
make buying decisions by talking amongst each
a.
Spend more time studying your markets’
other. True or false?
demographics.
b. Spend more time joining and getting to know
7) The Cluetrain states that although people are
the community.
more connected this doesn’t mean that they are
c. Spend more time developing your marketing
any more powerful or organized. True or False?
message.
Monique Trottier
@BoxcarMarketing

10. 10 Years Later...
• The Open Brand was written by Kelly Mooney
and Dr. Nita Rollins in 2008
• The book is about the power shift from
brands to consumers and how marketers
need to behave differently
• The lessons of The Cluetrain Manifesto are
still being learned
Monique Trottier
@BoxcarMarketing

11. The Open Brand’s Key Points
• 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.
Monique Trottier
@BoxcarMarketing

12. 1999: The Cluetrain Manifesto
2008: The Open Brand &
Here Comes Everybody
Today: Business still struggles with the
implementing these concepts
Monique Trottier
@BoxcarMarketing

13. Open Brand Asks...
(page 12-13)
Monique Trottier
@BoxcarMarketing

14. What does it mean for marketers?
page 21
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
Monique Trottier
@BoxcarMarketing

15. It’s not the tools,
it’s how we use them
monique@boxcarmarketing.com
twitter: @boxcarmarketing

16. How is this important to our class?
• Use your human voice
• People form social networks
• Markets are networked environments of people
• People recognize honesty, transparency, authenticity
Monique Trottier
@BoxcarMarketing

17. Today’s Model is a
Old Model was top down networked environment.
page 97-98
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*(+#,)
In a networked environment (Cluetrain),
people form communities and organize
themselves (Shirky). They talk transparently
(Open Brand) about their experiences. Monique Trottier
@BoxcarMarketing

18. 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.
Monique Trottier
@BoxcarMarketing

19. What is a brand?
brand, branding, branded
Monique Trottier
@BoxcarMarketing

20. What is a brand?
• Specific information about an !"#$%&'() !"&&%#-./)
organization, product or service $01234)5166789)
(or even person) that
distinguishes it from others in the
marketplace.
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• A promise about the qualities and
characteristics that make the
organization, product or service
unique.
Monique Trottier
@BoxcarMarketing

21. Next Up
Assignments
• Complete the Open Brand metric system on a company of
your choice, not mentioned in the book.
http://bit.ly/pub355-OPEN
• Email a copy to monique@boxcarmarketing.com
Readings
• Chapter 2 and 3 of Friends with Benefits