A brand typically refers to a symbol or name associated with
a concept, an influencing group, a product, or a seller of a product. In most
cases, a brand is legally controlled by a single entity that is responsible for
marketing and protecting the brand. An open-source brand, on the other hand, is
a brand that is largely controlled by customers or users.A similar concept
is crowd sourced branding, where a legal entity still owns the
copyright to the brand but users are given great freedom to influence the
brand.
The purest form of open source brand is not controlled by any
legal mechanism. For example, there is no legal entity that owns a copyright to
the hacktivist brand Anonymous great freedom to influence the brand.
The love affair between big brands and mass media is
over. But where do marketeers go next? The Open Source Movement has
the answers....
FREE AND EASY:
Another important factor is that technical knowledge is no
longer required.
The rapid growth of online tools that have made it easier for
people with no technical interest or knowledge to chat, publish, promote,
discuss and interact online.
OPEN SOURCE MEETS MARKETING:
1. BACK TO THE SOURCE :Consumers are no longer happy to
sit back and be fed a brand and its values.
2. SPOT BRAND FANS: The new breed recognise there
is no point in ‘demanding back the source material’ because it is well and
truly out there -- in the public domain.
3. BE A BRAND HOST : They know that that brand
guardians are no longer relevant to the marketplace and that brand hosts are
more in tune with the times.
4. ARE YOU LISTENING TO ME?: The voice of the
mass markets was a LOUD and BOOMING monologue. Which didn’t leave a lot
of time to listen to anyone.
5. YOUR CUSTOMERS ARE CLEVERER THAN YOU: Open
Source marketeers understand that their customers are clever, cleverer than
themselves and their agencies.
THE AGE OF TRANSPARENCY:
·
Availability
of and convenient access to information is one of the empowering and
revolutionary forces of internet.
·
In
open source branding , secrecy is no longer a legitimate competitive strategy
for a firm.
THE AGE OF CRITICISM:
·
Web technologies make criticizing
easier, and linked social networks help the content to travel fast and far.
·
Rating & Ranking has made
customer more critical of their companies and their brands.
THE AGE OF PARODY:
Spoofing has become the popular time pass for the people
seeking entertainment on web , brands provide perfect fodder for this activity.
STRATEGIC
PLANNING TO EXECUTIONAL EXCELLENCE:
Traditional marketing is a structured and controlled
strategic practice guided by advanced communication, media, and promotion
plans. In the landscape of Web 2.0, companies not only encourages, but demands
flexibility, opportunism, and adaptation on the part of brands. Brands on the
social web win through excellence in execution.
The success formula is
: you need engaging content, and a blueprint that helps that content “go viral”
and be shared. Executional excellence are more driven by the principles of
public relations. For example : Witness the Wall Street Journal quote from a
McDonald’s corporate spokesperson regarding the 300 Facebook groups devoted to
its McRib sandwich: “There is no connection between McDonald’s or any of its
McRib lovers” .This unfortunately-classic press response may protect the brand
from legal entanglements, but it does nothing to build community for this open
source brand.
Thus social media raises the stakes for engaging brand
content by keeping strategy concerns aside
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