Imagine a desert island occupied by no more than twenty people. They are living in their own little village. Over time, one of the inhabitants finds that their skill at tanning opossum skins is more and more valued, so others are willing to bring fish and breadfruits to the tanner. Over time, the tanner has a business. He’s literally raking in the clams.
CEO and co-founder of DragonSearch, Ric Dragon has more than 20 years of extensive experience in graphic design, information architecture, web development and digital marketing. He is a sought-after speaker, having spoken at numerous marketing and technology conferences. Ric is also a regular guest columnist for Marketing Land, and Social Media Monthly.
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Blog Posts by Ric Dragon
Tags: brand equity example, creating brand equity, define brand equity, definition of brand equity, managing brand equity, what is brand equity
Posted in Integrated Digital Marketing, Social Media in Marketing | 6 Comments »
Last night, I went to the local grocery story, and purchased a shaving soap cup, brush, and a razor, and back at home, helped my son with the shaving of his eiderdown beard and mustache. This rite of passage reminded me that 15 years ago, this lad had come into the world with measured perfection, at least according to the Apgar test. (According to his father, he required no such test. He was perfect the moment I laid eyes on him.)
In 1953, Dr. Virginia Apgar published the scoring method in which nurses examined the condition of babies at birth, and rated their condition on a scale from zero to ten. Read the rest of this entry »
In general I look on our company’s website with pride. Every now and then, however, I wake up and feel that something is out of place or outdated, not unlike the feeling I sometimes have gazing around my living room, in fact. In the case of our home page, the plaid couch is nothing short of the central phrase describing what we do: “Internet marketing.” We fall back on “online marketing.” Many years ago, in one of the first iterations of our website, I recall the heated debate about how to describe what we do, and how finally, appeal was made to keyword research. Read the rest of this entry »
Fear and Loving in Social Media
Why Social Media Changes the Way Brands do Business
Ric Dragon urges marketers to accept that the locus of control over brand identity has shifted.
Today, brand entities are becoming cooperative concepts owned and maintained by companies and consumers. Rather than view this shifting social media landscape as loss of tactical turf, Ric envisions a vast landscape of opportunity on which companies and consumers can build a future together.
Ric Dragon: an Introduction to Social Marketology
Sometimes I’m utterly amazed at how some large businesses are unable to fix bad customer experiences. I’m sharing this story, not to browbeat my cell phone company, but to talk about the root problem. Read the rest of this entry »
Tonight I’ll be speaking with the Poughkeepsie Chapter of the Association For Computing Machinery. I’ve spoken at one of their meetings before, and thoroughly enjoyed it. You probably won’t find a room full of more powerful brains in the Hudson Valley. I’m taking the opportunity to discuss one of my favorite topics, the history of engineering and marketing. Here in the Hudson Valley, we’re in the historic stomping grounds – or at least the vicinity of a great deal of the history of the American Industrial Revolution. Read the rest of this entry »
Trying to Second-Guess the Color of the Google Logo from Existing Data
One of the favorite games of SEO’s is to figure out what Google is thinking based on the data available. We create tests, analyze patterns, and even carefully review Matt Cutts’ videos backwards, seeking hidden messages. In that tradition, DragonSearch has embarked on a study of the colors in the Google logo to determine what color would come next if there was another letter in the Google name.
As we are moving into the world of plus one with everything, and in the spirit of helping the graphic designers at Google, we think this question should be answered. Read the rest of this entry »
The AIDA Model & Elias St. Elmo Lewis
While writing Social Marketology, my new book on social media marketing, I get fixated on a particular fact and spend countless hours researching. One fact that has consumed more of my time than any other is the idea that a guy named Elias St. Elmo Lewis invented an oft-cited marketing concept of AIDA (acronym for “attention, interest, desire, action”). AIDA is often part and parcel of something called the customer funnel, sales funnel, and marketing funnel. Derrick White, in his 2000 book “Close More Sales,” wrote “AIDA is probably the oldest acronym in marketing. It is the best and will never change.” Read the rest of this entry »
When visitors enter the front door to my house, they have to come through a second door through a room that is covered on all four walls by books. Another few stacks, each at least a couple of feet tall stand next to the bed, and likewise, my son’s room is filled to capacity. Some people are carrying their libraries around in a device called a Kindle or a Nook: I’ve got a lot of books in one of those, too. I love books, and if you call my mother, she’ll tell you that I always have. Read the rest of this entry »
Mikotaj Jan Piskorski & Harvard Business Review
If social media marketers needed any proof that their work is important, perhaps the fact that the Harvard Business Review has one or more articles on the subject in every issue these days. And of course, being HBR, those articles are being written by some of the brighter thinkers around.
One such article in the November 2011 issue is authored by an associate professor in the strategy unit at Harvard Business School, Mikotaj Jan Piskorski. The article titled Social Strategies That Work can be read online at:
What Businesses Need for Social Strategies to be Successful
Piskorski restates the essential message that just about every SoMe marketer has made, that businesses can’t simply import their non-social strategies into social and expect them to work. People aren’t interested in being the subjects of promotion. Instead, the author provides a simple solution to what businesses need for their social strategies to be successful:
The strategy must:
- Reduce Costs or increase customers’ willingness to pay
- By helping people establish or strengthen relationships
- If they do free work on a company’s behalf Read the rest of this entry »