December 15, 2006

Brands and community

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

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Brands and community

James reflect’s on Nike’s expensive attempt to build a community, Joga.

Compare this to Arseblog a blog written by a single Irishman armed with a fan’s insight into the anxieties and passions of Arsenal Football Club a wicked turn of phrase and many pints of Guinness. Six or seven hundred comments echoing, challenging and baiting each Arseblog post is entirely normal. Alexa tells us that today Arseblog and Joga stand side-by-side in the traffic play-off. The community lives, breathes and inspires in a way that Nike and Google’s combined $400bn muscle struggles to match.
(This idea also appears in James’ and my ChangeThis manifesto: Co-creation Rules)
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Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Unhurried marketing

I’m experimenting with marketing less and listening more

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

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The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

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New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

Just Undo It?

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Brands and community

Johnnie Moore

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