http://www.garydcohen.com/2007/12/the-value-of-earned-media-over-paid-media/ The Pursuit of Experience, Community and Engagement - Marketing, Sales, Social Media and things that interest Gary Cohen Mon, 05 Sep 2011 06:43:52 +0000 hourly 1 http://wordpress.org/?v=3.1.2 http://www.garydcohen.com/2007/12/the-value-of-earned-media-over-paid-media/comment-page-1/#comment-12 Gary Thu, 20 Dec 2007 04:16:00 +0000 http://www.garycohen.net/?p=28#comment-12 David - Completely agree. If I did not agree, I would not do what I do :-). The point for me is that a brand without people talking about them is leaving money on the table. What they talk about and what starts the conversation HAS to have the brand somewhere in there - for example - "did you hear about the cool ... " or "did you like the way in which xyz ... " or "check out xyz's new product or launch approach". All this stuff gets people talking. My point is that the brand conversation starter can be about the brand or something the brand is doing. David – Completely agree. If I did not agree, I would not do what I do . The point for me is that a brand without people talking about them is leaving money on the table. What they talk about and what starts the conversation HAS to have the brand somewhere in there – for example – “did you hear about the cool … ” or “did you like the way in which xyz … ” or “check out xyz’s new product or launch approach”. All this stuff gets people talking. My point is that the brand conversation starter can be about the brand or something the brand is doing.

]]> http://www.garydcohen.com/2007/12/the-value-of-earned-media-over-paid-media/comment-page-1/#comment-11 David Mechlin Thu, 20 Dec 2007 04:10:54 +0000 http://www.garycohen.net/?p=28#comment-11 I like your post. I think it can be more brand relationship focused. In your next to last para you say that brand generated communication "need not be about the product or the service as it can be about doing unusual things to generate awareness" I think it must deliver something the potential consumer values, values enough to spend precious personal time with, values enough to send to likeminded friends-and here 's the kicker-- provides an experience that if it is not the direct brand experience itself must be an environment conducive to a successful brand handshake. I think much interactive/viral/digital stuff does not pass that test. I like your post. I think it can be more brand relationship focused. In your next to last para you say that brand generated communication “need not be about the product or the service as it can be about doing unusual things to generate awareness” I think it must deliver something the potential consumer values, values enough to spend precious personal time with, values enough to send to likeminded friends-and here ‘s the kicker– provides an experience that if it is not the direct brand experience itself must be an environment conducive to a successful brand handshake. I think much interactive/viral/digital stuff does not pass that test.

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