Yes, companies do need to realize that even local campaigns may be seen globally thanks to social media. And, yes, this is something global companies might want to consider. On the other hand, perhaps the people who are always on the lookout for things to become offended by just so they can feel “progressive” should be ignored from to time.
There are all sorts of reasons to start a company blog. A company blog can help build your brand, establish corporate personality, provide a path for direct dialog with customers, help with search engine optimization (SEO) and a host of other cool things. Great content is, arguably, the most important component of a corporate blog [...]
In today’s world, a company cannot maintain complete control over its brand no matter how hard it tries or how much money it spends. Brands are being discussed, debated and mutated all across the Internet. And, while companies can’t control their brands, there is still a lot that can be done to influence the discussion.
At Starbucks, they want me to call a small a “Tall,” a medium a “Grande” and a large a “Venti.” And I refuse to play along.
But I also have learned – occasionally the hard way – there are times when edgy is simply not the right tool for the job. A recent ad campaign by BBDO Dusseldorf and Pepsi provides an awesome example of where edgy is definitely uncalled for.
