For Marketing Leadership Professionals

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	December 28, 2006 Organic Branding Using Consumers To Help Build Your Brand by Lisa Bradner with Christopher Mines, Elana Anderson, Brian Tesch, Tenley McHarg	Average: 8  (1 rating)

This is an excerpt

Executive Summary

As consumers' ennui and desire for genuine connectedness drives them to seek out new communities, new channels, and new experiences, mass marketing effectiveness is fading. In this fragmented world, brand marketers are struggling to look for ways to create and sustain meaningful brands. Brands that connect with their target consumers must be more organic in nature: They must align more closely with their core consumer and be developed and nurtured by those consumers as well as by the companies that market them. Consumers have an unprecedented ability to broadcast their brand experiences. Companies that harness that ability and use it to create organic brands will find a way to market that keeps their brand equity and brand dignity firmly intact.

TABLE OF CONTENTS

• Brand Marketers Face Increasingly Disinterested Consumers
• Social Computing Reveals Cracks In A Brand's Façade
• Organic Branding Taps The Meaning Behind Social Computing
• Implementing Organic Branding: The Four C's

RECOMMENDATIONS

• Build Organic Brands Organically

WHAT IT MEANS

• The Rise Of The Right-Sized Brand
• Related Research Documents

This is an excerpt