I read Memo to Brands: Fear the Wiki on IMediaConnection and found it a stimulating read. The author, Sandeep Krishnamurthy, is Associate Professor of E-Commerce and Marketing at the University of Washington, Bothell.Professor Krishnamurthy's premise is one I've heard in discussions before and his article is the first time I've seen it in print; brands are at risk due to the general populace's ability to put erroneous information into a wiki. The ante goes up when you appreciate that some information can be intentionally harmful.
The article caught my attention because branding is very much on my mind as of late. I'm doing a two-part column arc for AllBusiness.com on this subject over the next two weeks, I've been helping some clients understand how the concepts of branding, etc., are changing, my next column for IMedia (out next week) is on microbranding and macrobranding.
I think Professor Krishnamurthy's article is worth a read. I commented on his article on IMedia and repeat my comments here to further the discussion:
Hello, I think there is good information in here and I also agree with Mr. Mendolera's comment that "fear" is a bit alarmist. The case studies presented here are new to me and the message of the article is not. I've been in similar discussions with people before. I'm not sure a long-lived brand should be alarmed, only aware. A new brand, on the other hand, perhaps should be both.
Just my thoughts. Something else to research in my copious free time... - Joseph
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Upcoming Conferences:
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
Comment Preview