Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers

Brand Hijacked

August 27th, 2006 | Category: Voice of the Customer, Community Marketing, Web Advertising, Web Marketing, Video

Folks are watching to see how Starbucks reacts to this latest Brand Hijacking: “F*ck Starving Kids, Have A Freakin’ Delicious Starbucks Frappucino” by a citizen marketer using YouTube. More discussion in the comment section of Adrants.

Company Brand Managers shoud know they don’t *own* the brand –consumers own it. Some companies realize they needed to let go and created the social media tools that let consumers create their own ads. A classica exampe is Chevy’s Tahoe Ad that got mixed reviews. Learn more from this book called Brand Hijack: Marketing Without Marketing

4 Comments so far

  1. Nick Dynice August 27th, 2006 8:51 pm

    Did you meant to say “Company Brand Managers shoud know they don’t _own_ the brand –”? Delete this either way, just an fyi.

  2. jeremiah_owyang August 27th, 2006 9:01 pm

    good catch thanks

  3. n.sputnik/Nick Dynice » Blog Archive » Companies will control their brand once they plan with social media feedback in mind August 28th, 2006 5:27 pm

    […] Jeremiah says says that right now, customers own and define the brand using social media, user generated content, etc, and not the companies that are the brand. The key for a company to have more control over it’s brand would be to use aikido; to take negative feedback about the brand and use it in a positive way. […]

  4. Web Strategy by Jeremiah » Responding to Bad Press using Video, and Video Brand Hijacking February 27th, 2007 7:33 pm

    […] I’ve some other examples of some videos that were created on YouTube against Starbucks. Today, I find it interesting that Dave Winer is calling out some recent online activities. […]

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