Review of The Cluetrain and The Open Brand


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The Cluetrain Manifesto and Open Brand refer to markets as conversation and talk about how the networked environment of the web changes how businesses should approach marketing. Conversation, collaboration and community. Also includes the Positioning Statement related to brand promise and identity.

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Review of The Cluetrain and The Open Brand

  1. 1. Marketing Tactics & PrinciplesThe Cluetrain Manifesto & The Open Brand
  2. 2. Last WeekDarren Barefoot and Julie Szabo, Introduction and Chapter 1, FriendsWith Benefits, xxiii – 20Chris Anderson, "The Long Tail," Wired 12.10, Locke, Doc Searls, David Weinberger and Rick Levine, "TheCluetrain Manifesto," Mooney and Nita Rollins, Open Brand Monique Trottier @BoxcarMarketing
  3. 3. If marketing is about... • Conversation • Collaboration • Community Monique Trottier @BoxcarMarketing
  4. 4. And if we believe Clay Shirky ... that the web is a network of people who organize themselves Monique Trottier @BoxcarMarketing
  5. 5. Then we are talking about...Source: DSearls Monique Trottier @BoxcarMarketing
  6. 6. The Cluetrain Manifesto• 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. 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. 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. 9. 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
  10. 10. 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
  11. 11. 1999: The Cluetrain Manifesto2008: The Open Brand &Here Comes EverybodyToday: Business still struggles with theimplementing these concepts Monique Trottier @BoxcarMarketing
  12. 12. Open Brand Asks... (page 12-13) Monique Trottier @BoxcarMarketing
  13. 13. 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
  14. 14. It’s not the tools,it’s how we use them twitter: @boxcarmarketing
  15. 15. 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
  16. 16. Today’s Model is aOld Model was top down networked environment. page 97-98 !"#$%& !"#$%&() !"&&%#-./)($)*+,"& (++*$-./& $01234)5166789) *(+#,) In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences. Monique Trottier @BoxcarMarketing
  17. 17. The O.P.E.N Brand is:• On-demand: Brands need to be accessible, immediate, & findable.• Personal: Brands need to build relationships with consumers.• Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships.• Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them. Monique Trottier @BoxcarMarketing
  18. 18. What is a brand? brand, branding, branded Monique Trottier @BoxcarMarketing
  19. 19. What is a brand?• Specific information about an !"#$%&() !"&&%#-./) organization, product or service $01234)5166789) (or even person) that distinguishes it from others in the marketplace. *(+#,)• A promise about the qualities and characteristics that make the organization, product or service unique. Monique Trottier @BoxcarMarketing
  20. 20. What is the brand promise of Okanagan Woman? Home Decor Food & Recipes Fashion • Full colour glossy, saddle stitched magazine • 25,000 print run • Quarterly • Distributed to Okanagan businesses & women’s organizations
  21. 21. Positioning Statement Exercise1. For (who is the customer?)2. Who need (what is their pain?)3. Product X is (what is your product?)4. That provides (how does it solve the pain?)5. Unlike competitors (what competes with your product?) Our product (what makes your product superior?)7. The company also provides (what added punch is providedto seal the deal?) Monique Trottier @BoxcarMarketing
  22. 22. Next Up7 Sentence Marketing Plan