5 thoughts on “Branding and Social Media: Are brands your friends?

  1. I really enjoyed this article as I have never seen or thought of a brand as a “friend.” While reading through the qualities of friendship, the two totally link up. It’s so true that brands create conversation, connections, and trust. Brands are like that controlling friend—yes we all have that friend who wants to control the music in the car or has the last say on what the plans are for the day—they tell you what’s cool, hip, groovy. They tell you what to believe in, and through all of this they slowly gain your trust. Once you buy one Apple product, you have just sold your soul to that company and soon devote your whole life to Apple. This article talks about Apple and their strong trust relating to their possible electric car. http://researchindustryvoices.com/2015/04/21/apple-car-by-2020-why-brand-trust-can-be-a-very-powerful-thing/
    But I feel like not only can a brand be your “best friend,” it can also be your “enemy.” At some point in your life, a beloved brand can betray you and you feel like you’ve been stabbed in the back. They can turn on you, whether it’s from a marketing slip or evolution.
    I also enjoyed reading about UOW branding evolution, since I have not been here long enough to see the differences. Like UOW, my home school has a schoolwide hashtag #whygustavus, Many students, including me, use this in a negative/sarcastic way. I work in the marketing and communication office and I think they know that this college strategy has failed, but still continue to use it in their marketing plans. It’s interesting to see how brands try to move on with failed attempts, but they’re still there and active (i.e. the #whygustavus and #ThisisUOW hashtags).

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  2. OMG you referenced me! Hahaha thank you!

    I think your topic is highly relevant in today’s business sphere and especially via social media platforms. Having a positive brand image is extremely important as it is what retains brand loyals and attracts other brand users. People often refer to themselves as ‘brand whores’ ironically buuuut the truth hurts! How do luxury brands have so much pull power?! Yes it may be their origins, history and age but when it comes down to it, it’s their marketing! They have created this brand and image that stands for wealth and social status which are so highly desired by everyday people.

    But even grocery brands, why is one brand of toilet paper preferred over the other? Was it because it had an eye catching ad? Was it through word of mouth referral? Is it because of its price point or accessibility that people thought it was superior?

    Social media has proven to be a successful tool in garnering and creating a brand image as it allows business to consumer interactions and creates a sense of relatability, ‘us’ rather than ‘me and them’. You have definitely fleshed out a great list and it would also be great for you to also note situations and outcomes of branding gone wrong .e.g. negative user generated content creating negative publicity for brands and lack of cross border harmonisation leading to poor brand image in one region.

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  3. Your blog post (and entire project topic, really) is really engaging. Straight away as I’m reading it, I start thinking about all the companies/organisations and brands I interact with, and how honestly, most of this is done on social media. There’s been a phenomenon in recent years of businesses apparently needing to have a presence on social media. If the last decade was about making sure your business had some form of a website, today it’s about having a Facebook page, Twitter feed and an Instagram for your business – whatever it may be. Sometimes, it’s done really well. Others, not so much. Sometimes I wonder whether my old high school really needs that Twitter feed, you know? The thing with the whole UoW rebrand really interests me too. One of my biggest observations with the #ThisIsUoW and #ExperienceUoW hashtags is that students generally don’t want to be told how to brand their own personal experience of the university. The fact that we’re encouraged to add these hashtags to our personal social media posts kind of feels like you’re being used as a promotional tool for the brand and that’s somethings that personally makes me feel a little uncomfortable. I think it’s why you’re much more likely to see students using the hashtag in more ironic or negatives contexts. Keep up the good work, I’m looking forward to seeing your final project.
    Oh, also! Check out Bradley Mountain’s Instagram page (https://www.instagram.com/bradleymountain/?hl=en) for an example of a company who’s branding is pretty much all about selling a lifestyle more so than products. So convincing, so #authentic.

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