Right management of brand conversation online will help build brand success: Pinder

CAVELOSSIM: While creating online buzz for brands could lead to only generating noise for consumers, the right management of brand conversation across the platform could have a huge co-relation to the future success of the brand, stated Publicis Worldwide CEO Richard Pinder. 
While addressing the audience in a session at Goafest 2010, Pinder said, "Conversations about a brand happen everywhere. The conversations could be both negative as well as positive. Controlling or censoring negative conversations does not generally work as has been evident in some cases where negative online conversations were taken down. This resulted in more negative conversations and further control of these conversations resulted in even more damage for the brand."

Pinder, thus, noted that the role of agencies should be to manage the online conversations so that there were many people speaking positively about a brand and fewer people speaking negatively about it. 
Pinder cited a study by the London School of Economics which showed that brands most recommended in categories grew four times faster than the category average and another study by Bain Consulting showed that increasing recommendations of a brand by 12 per cent doubled the sales growth of the brand.
However, ending on a cautious note about the use of a judicious mix of media, Pinder said, "Obama did not win the US presidential elections because he knew how to use facebook. He did a brilliant job on facebook, but he spent just 4 per cent of his money on the web and an enormous amount of money on TV, more than any other president has spent so far."

Latest Reads
How Cadbury perfected its communication in India

MUMBAI: What comes to your mind when you hear ‘kuch meetha ho jaaye?’ If you’ve been in India for the last two decades, you would instantly blurt out Cadbury. But the popular Indian chocolate has a 100-year-old history.

MAM Media and Advertising Ad Campaigns
India’s online retail market to hit $100 bn by 2020: Kantar IMRB report

Kantar IMRB has launched a report on India's shopping scenario in 2017 that provides comprehensive insights on buying behaviour of India’s online shoppers. The study is conducted among active internet users in urban India covering a vast range of categories.

MAM Marketing MAM
Livon extends salon-in-purse proposition in latest campaign

Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought - Salon Nahin Livon.

MAM Marketing MAM
Flags Communications bags social media mandate for Tata Power DDL

Media agency, Flags Communications, has bagged the social media management mandate for Tata Power-DDL (a joint venture between Tata Power and the Government of NCT of Delhi).

MAM Marketing Brands
FACES launches #12ZodiacFaces with WATConsult

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Canada’s leading international cosmetic brand, FACES Canada have collaborated and launched a digital campaign called #12ZodiacFaces.

MAM Marketing Brands
GroupM, Ogilvy launch Effectiveness Lab in India

MUMBAI: Wavemaker, GroupM’s media, content and technology agency, has partnered with creative powerhouse Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective...

MAM Marketing Brands
Competing with consumer activities not brands: Kingfisher's Sheikhawat

MUMBAI: The liquor market is witnessing major upheavals with umpteen number of alcohol brands battling it out for a slice of the market. The fight is tough since consumers can choose from a wide variety of beer brands - Tuborg, Kingfisher, Bira and Heineken among other local beer brands. 

MAM Marketing MAM
Redington unveils new global brand identity

Redington, the $6 billion distribution and supply chain giant for international brands in the IT and mobility sectors, has unveiled its new global brand identity with a new logo and tagline – Seamless Partnerships.

MAM Marketing Brands
Aegon Life Insurance focuses on relieving tension in new ad

Aegon Life Insurance has recently launched its new media campaign, ‘Aegon Toh Tension Gone’ which focuses on relieving financial stress through its insurance solutions.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories