Posts Tagged ‘Vodafone’

1. Brand, a treasure worth protecting

   Published on Thursday, July 9th, 2009
   Although many of us think that imitation is the height of flattery and common usage the measure of fame and acceptance, one manufacturer has made it clear that its sub-brands are not to be trifled with; and have a cache that demands respect and protection.

   We’ll call the story of Glad Snap Lock bags Part 1 of this brand story.  At the weekend we learned that the manufacturer of Glad Snap Lock bags was warning people against the appropriation of their “Snap Lock” trademark or sub-brand.

   Of course, the Glad brand is ubiquitous in the nation’s kitchens, with cling films, freezer storage bags, rubbish bags, sandwich bags and a multitude of handy containers whose lids are so frequently orphaned.

   The reality is that Glad has been and is an extraordinary innovator, and innovation costs money. On simple, low-cost household items that return on investment is a long-run process, so its advertisements are warning that flattery will not be tolerated.  While some may think its approach a tad heavy, it is reinforcement that Glad takes seriously its brand and will fight to protect it.  That is something we as consumers should respect.

   Part 2 of our brand story, won’t be so familiar to most.  Two weeks ago Google held a ball – that’s right, trip the light fantastic and all that. Thinking it would get into the spirit of things, Vodafone arranged for two body-painted models “baring” the Google brand to titivate fellow ball-goers.

   Google was not amused. Displaying their brand on near naked women was out of line with its brand’s values.

   The lesson? If you are flirting with someone else’s brand, always be sure that you know and respect its values.

   And speaking of respect,  TVNZ’s American correspondent Tim Wilson got the message from fans of late Michael Jackson while he was doing the piece-to-camera on the prince of pop’s untimely demise.  Security men had to hold back fans as they shuffled forward menacingly when Wilson was less than respectful of Jackson.  One cockney was heard to say to her friend: It’s alright, Linda, there are respecters and dis-respecters and we’re the respecters!

2. How to lose friends and alienate people in real-time

   Published on Wednesday, May 27th, 2009
   Social media is the fastest growing place on the internet, and this fact hasn’t escaped the corporate gaze. Savvy, quick acting corporate players are getting their marketing and communication operatives out there on the net and engaging in the real business of customer relations and brand-reputation management.

   In New Zealand, few have been better or faster at the social media game than mobile operator Vodafone.

   Vodafone New Zealand has a great advocate in its quick and clever external Communications Manager, Paul Brislen.

   Having cottoned onto the power of internet communications and talking directly to customers, Twitter was was a natural area for Paul to expand into.

   Twitter is where he works and plays, but not exclusively because he is technically savvy enough to hold his own in any forum. In twitter-space he scored brownie points for his handy customer assistance, transparency and deft approach, all while having a bit of a laugh, or so it seemed.

   Vodafone via Paul won kudos from bloggers and key online influencers mainly because he hasn’t hoodwinked anyone and is genuinely helpful. In essence that’s what social media is about.

   The internet and particularly its social networks are reliant on one essential thing in order to have any meaning whatsoever – trust. You can‘t see who people are so you have to take their word for it, or in Twitter’s case 140 characters.

   Where Vodafone has come unstuck is in Paul giving up his @VodafoneNZ identity to a marketing operative called ‘The 3G Guy’, an import who was giving away clues for punters to win free netbooks.

   This so annoyed the people who had built a relationship, that when his identity was assumed by someone seen as a spamming sales-pitcher, it royally peeved off some influential twitterer’s who promptly “un-followed” @vodafonenz and encouraged others to do so as well.

   This afternoon Paul, to his credit, has said sorry, and chalked it up to learning new things in this very new space.

   What did he learn then? Even if it’s true that on the internet where no one knows you are a dog, if you say you’re someone in particular, you’d better stick to that. People are very targeted and focused in the way they use the internet, and will shun you if this is not respected.