Examination of today’s new empowered consumers, their drive towards collaborative consumption, and where this provides commercial opportunities for marketing.
Read moreHeritage brands in social media and new marketing paradigm - Kodak and Fujifilm’s experiences
A paper on how Fujifilm and Kodak coped with social media development and why Kodak went bankrupt and Fujifilm did not
Read moreGamification as an approach to meet the new customer in the Web 2.0 era
New channels and emerging technologies facilitate the access and sharing of information, resulting in a power-shift towards the consumer (Christodoulides, 2009). Those empowered consumers decide for themselves where, how and which voices to hear (Winer, 2009). Thus, the hitherto prevailing paradigm of push-marketing has been replaced by pull-marketing.
Read moreEmployer Branding -Taking it Social in Web 2.0
Social Media as a Tool to successfully attract Talent: This paper examines the area of employer branding with a focus of its successful implementation within social media. A theoretical frame and a practice case (Bertelsmann AG) are delivered.
Read moreUsing free platforms and services for online branding
The purpose of this paper is to analyze challenges and opportunities for branding in social media by looking at free online workout platforms. Therewith, a contribution will be made to possibilities when dealing with free online services through social media. Next to that, a deep cultural analysis of the focused group will be exposed, and the paper will provide pragmatic insights as to how marketers can promote and use brand exposure.
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Should we apply the traditional 4p's of marketing online?
There are numerous voices claiming that the 4P’s are not applicable when working with marketing online. Revisionists claim that a new paradigm is needed to understand marketing carried out online (Schultz, 2001; Kalyanam & McIntyre, 2002). Conservative voices rather argue that angles of the new environment should be incorporated into the old framework (Peattie, 1997; Bhatt & Emdad, 2001; Allen & Fjermestad, 2001; Möller, 2006).
Read moreDiscover your inner blogger
Today anyone can blog to an audience of almost 2.5 billion people. Such is the power of peer-to-peer publishing. According to blogging.org there are about 50 million blogs online globally today cranking out about 500 thousands new posts a day. So how could you hope yo get your voice heard? Having a point of view on a topic that you care about is an important ingredient. Can you think of other success factors?
This blog provides an opportunity for BrandBa.se participants to find their voice online and to share their ideas with a broader audience. In some cases the posts which appear here have been written as part of the BrandBa.se program. In other cases, they may be simply be a BrandBa.se participant's first foray into the blogosphere. So please feel free to engage and comment. While you’re at it, why not tap your inner blogger and submit your own post for publication?