Brand Community
Earlier this Fall, New Kind was asked to lead a learning session with the Eisenhower Fellowships. The theme of the meeting was, "Rapid Change, Rapid Challenge; Addressing the Challenges of Response in an Ever-Changing Environment."For those who have not heard of the Eisenhower Fellowship (a truly great
Brand Community
Once you've identified the key communities you think it is important to engage with, the next step is to identify the people you'd like to represent your brand within these communities. For simplicity, I like to refer to these folks as brand ambassadors. How to find
Brand Community
A few weeks ago at the Enterprise 2.0 Conference in Santa Clara my friends at the Management Innovation Exchange (MIX) announced the Management 2.0 Hackathon. The hackathon is a large-scale collaborative effort where folks from all around the world are joining together to develop a set of innovative
Strategy
There is no more important tool for rolling out brand positioning than a great brand story. The best brand stories can create gravity around a brand and also help build a strong brand community. They show the concepts behind the brand positioning in action, making it more than words on
Brand Community
These days, passionate brand advocates are hard won and easily lost. One of my favorite brands is learning this lesson right now.For writers, designers, or anyone in a creative field, notebooks are your place to record inspiration and craft ideas. I’m rarely without one. My notebook collecting has
Strategy
By now I'm sure you've seen that, in a tersely-worded blog post, Reed Hastings of Netflix today rolled back the controversial decision to split the company into two separate services: a DVD-by-mail service that would have been named Qwikster and the on-demand streaming service that would
Brand Community
We are operating in the social era, where groups of people can create powerful change. Check out New Kind thinking on how to thrive.Thank you to the National Council on International Visitors for inviting New Kind to speak at the 2012 NCIV Southern Regional Meeting! The NCIV and its
Strategy
It has become a truism in marketing that you should stay focused on your customers. In most of our organizations, we are attempting to sell something to make a profit. We need customers.But I often use the word community in places where most people would use the word customer.