Comments on: Are we choosing wisely when we pick our brand guardians?

By: Tracy

Tracy — Wed, 05 Jan 2011 05:03:29 +0000

I agree that companies need to be more aware of who they are entrusting their brand with, but I also think that young interns, junior account execs, etc. need guidance and the opportunity to learn effective branding. There needs to be a collaborative effort, strategic planning, and continuous dialogue. Someone has to carry the torch so best to educate. As someone who is still learning I appreciate the opportunity to get my feet wet and learn.

By: Tweets that mention Are we choosing wisely when we pick our brand guardians? | Eat Sleep Social – Mike Phillips -- Topsy.com

Wed, 05 Jan 2011 00:31:54 +0000

[...] This post was mentioned on Twitter by Claire and Mike Phillips. Mike Phillips said: [Blog] Are we choosing wisely when we pick our brand guardians? http://t.co/OmAccje [...]

By: Claire

Claire — Tue, 04 Jan 2011 23:42:44 +0000

I’ve no idea of the quote, but in the middle of the most recent Nesquick debacle the brand’s Facebook administrator wrote a message so poorly aware of who they were posting to [both fans and the furious] that it was frankly shocking. (Something along the lines of ‘chill out, it’s just the environment guys’) Their grasp of PR seemed nonexistent. I would be really curious as to who was allowed to log in to update that.

I don’t think that it’s the position of the person updating that’s at fault so much (you might argue this is my history of working on brands’ social pages whilst interning popping its head up), but a focus on a lack of supervision, training and most crucially, a total lack of understanding at whatever level (not all, but some). If you get this with traditional (or you should) I wonder why not for online. Too easy to delete things and blame it on the kids perhaps.

Sort that basic one out and then move onto fixing “Very rarely are the agencies given brand training by the brand,” which would be another fantastic thing to address.

In short, yes. Agree. More training, more understanding. But noting that both the appearance and lack of these comes at all levels. More love for online plz.