on January 31, 2010in the categories Activation, Branding Find brand advocates to be successful, is an often heard phrase in debating conversation management. It's clear that having a lot of brand advocates is in most cases very positive for your brand.
on January 27, 2010in the categories Branding Westvleteren is officially the best beer in the world. It's pretty hard to buy this beer: you need to call the brewer and you can only buy a limited amount of beer at the same time.
The packaging of the beer is really unique: the bottles are dark and completely old school. The bottles are stocked in dark wooden boxes. People love the authentic part of this exclusive drink. The combination of the packaging, being selected as the best beer and the difficulty to buy it, makes this a very popular product all over the world. On some days, people in New York offer 10 times its value on eBay to buy the product.
on January 26, 2010in the categories Conversations New Years Eve 2008, Rabobank.be makes a mistake in calculating the interest fees for 50% of its clients. Half of the clients receive less money than they were supposed to get. You can image... that did not make people too happy.
on January 25, 2010in the categories Branding, Conversations One of the strategies of the Conversation Manager is to manage the experience and not the product. I strongly belief that managing experiences is not just about high level strategic thinking. It's also managing details to boost the experience level. Detail management is a form of implicit enforcement of your entire experience strategy.
I just read a great example about detail management in the book 'Be our guest'. A book that describes the customer experience strategy of the Walt Disney World resort.
on January 19, 2010in the categories Conversations, Social Web We all know things are changing, we just don't know how to act upon it.
on January 13, 2010in the categories Branding The philosophy of the Conversation Manager is clear: brand identification is the key to positive word-of-mouth about his brand. Once people feel there is a strong match between their personal (aspirational) values and the values of a brand, they start to talk more positive about that brand. Word-of-Mouth is the consequence of good brand identification and not the other way around.
So, the key challenge of the Conversation Manager is creating brand identification between its brand and its consumers.
Steven Van Belleghem is the author of the best selling book ‘The Conversation Manager’ in which he argues that traditional advertising no longer works. Read his fresh perspective and discover with practical tools and tips what it takes to begin your journey toward being a Conversation Manager.
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48 hours to take action
Marketeers need to change their behaviour today in order to remain competitive in the next few years. All marketeers I meet today at conferences and events agree that the consumer is changing, but my frustration is that marketeers are not changing. We have 48 hours to take action!
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