1. Deliver a Great Product 2. Extend Your Brand 3. Be Nice If there’s anything the YouTube/Blogger/Branded Utility/Social Responsibility Age has taught us about marketing...

1.    Deliver a Great Product   2.    Extend Your Brand   3.    Be Nice

If there’s anything the YouTube/Blogger/Branded Utility/Social Responsibility Age has taught us about marketing and branding, it’s that it pays to do good. When Walmart was discovered to be publishing a flog about “roadtrippers” camping out in their parking lots, mega-ad agency Edelman was reamed across both the blogosphere and the mainstream press. On the other hand, when Charmin placed free luxury bathrooms in the middle of Times Square, tourists and New Yorkers alike rejoiced at the unsolicited convenience. Product (Red) opened the floodgates for consumer-sponsored charity with an easy campaign extended across so many media. And marketers are also learning that while advertising and marketing can go a long way to bringing your product to the people, if the product doesn’t hold its own weight, no one’s going to buy it. Two examples: Wii completely beating out PS3, and the very loud thud we all heard when the Zune hit the market.

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