For Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	March 24, 2009 Social Technology Strategies For "Boring" Consumer Brands To Create Borrowed Relevance, Get Customers Talking About Their Problems by Josh Bernoff with Christine Spivey Overby, Jennifer Wise	Average: 9  (7 ratings)

This is an excerpt

Executive Summary

Even if your brand isn't Apple or Nike, you can still benefit from the surge in social technology. The trick is "borrowed relevance" — creating an application that's about your customers' problems and then tapping into that application. Building around customers' problems means you can accomplish goals including generating research insights, energizing fans, getting customers to support each other, or even crowdsourcing your marketing. But no matter the objective, the key is to recognize that you're creating a long-term asset, not an advertising campaign.

This is an excerpt

Buy Risk-Free

Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.