In 1994 I was involved in a small company in a basement in Stockholm, where we created, produced and sold “computer education videos” (VHS/VCR). And this particular year we co-operated with Microsoft and the Modem-selling agent Dennis Bergström AB, preparing the big launch of Windows-95, the time when the @-symbol and the Internet were just about to enter our lives!
Yes, you people born in the 1980’s and later, there was a time when Internet, smartphones and social media didn’t exist. And yes, the computers at that time didn’t have built-in modems as standard, but a small little black box with lots of cables next to it, which was the external modem! It gave away a consistent horrible sound suggesting that it was about to crash any second, and when you called the support line, they would typically ask you to put your fixed phone handle towards it, so that they could hear it, and then explaining that “it works perfectly well” and that “it is suppose to sound like an old fashion radio dropped from the 6th floor into the asphalt”. (?)
Our small, and fairly successful company would probably have been called a “Start-up” today,
but not even that expression existed in those days, either than as a possible brand name for some “Motor Starter-Gas Spray” perhaps :)
Even if these two terms have different meanings, for a post to be effective it must also be efficient. Let’s separate them for a minute and look first at efficient postings. For a post to be efficient it must fit the following 3 parameters.
1. Easy to read
2. Be concise
3. Limit use of abbreviations
Read more by clicking the image below.
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LOVE ME! (Goddamn it)
There have been multiple articles and books written on "Personal Branding" during the last decades, and for some reason they seem to have increased in numbers lately? Perhaps it would be easy to explain it with the digitization and the spread of Internet and Smartphones, but that might be a wrong and too shallow analysis?
"A Brand" is the total reputation of a product, company, organization, person or phenomena, as others perceive it. It means that the same "Brand" can mean totally different things to different people. When companies, journalists and even lawyers (?) claim companies owning "Brands", they really refer to "registered Trademarks". These are often protected by registered "words" and/or "figurative"/"visual elements". But the "Brands" only exist in the minds of the consumers/people! What companies normally do is that they are striving for an as clear and similar Brand Position as possible, in as many people's minds as possible. That is, what they spontaneously say and think about a brand.
Regarding the article (link below) from Harvard Business Review, I felt the need to write this blog. Nothing new or breath taking in any way, but nevertheless an important reminder for anyone who wants to understand the concept of brands and branding.
The brand only exists in the minds of the consumer, and its brand position is very selldom (never) anywhere close to its "pay-off" or "tag-line" or "brand promise"! These are all the company's inside-out ideas, and have rarely any realistic chance to actually describe the real brand position (what people spontaniously will connect with and express about the brand). CLICK TO READ MORE.