brandtology.com

THEUNFOLDINGSTORYCompanies today stand at the edge of a cliff. Their position is precarious because Marketing – the waycompaniescreatecustomersandenablesales–isbeingturnedonitsheadlikeneverbefore.Nolongercancompanies relywhollyon themarketingmessages they sendout–and theway thepublic receives them:passively, co‐operatively. People today are rejecting the notionof information forceddown their throats,andassemblingthereferencepointstheywant,fromwherevertheywish,wheneverthey like, inwhateverform they choose. Increasingly, they areempowered tohavemore choices–andhave the technology toenforcethem.

“It’s theAgeofUser‐GeneratedMedia(UGM)–and itwillprofoundly impactthewayproductsandservicesaresoldandbusinessisdone…forever.”

Trusthasbecomethenewbattlefield.Today,peoplebuildtrustinafundamentallydifferent way than the generation before them. They increasingly distrustinstitutions they used to trust for a long time (think about recent unfortunatescandals involving banks, doctors and lawyers, to name but a few). Theyincreasinglydotrusttheirpeers:someonewhosharesasimilarexperience(eveniftheydonotknowtheperson).According to the seventh annual Edelman Trust Barometer, a survey of 2,000 opinion leaders across 11countries,globalopinion leaderssay theirmostcrediblesourceof informationaboutacompany isnow“aperson likeme”.Opinion leaders also consider rank‐and‐file employeesmore credible spokespersons thancorporateCEOs(42%in2003vs.28%today).

THERESPONSESOFARTrust has important bottom‐line consequencesbecause it underpins corporate reputation andeffectivelygivescompaniesalicensetooperate.Tobuildtrust,theyneedto localizecommunications,be transparent, andengagemultiple stakeholderscontinuouslyasadvocatesacrossabroadarrayofcommunicationschannels.Some companies are at a loss when it comes tohandlingsomanyonlineconversations.ThelargercompanieshireexternalPRagenciestohelpthemmanage these online conversations about theirbrands.Otherschoose toassignsomeone in theirorganizationtosurftheWebtofindsuchconversationsandtorespondtothem.Reportstypicallycomeinonceamonthorperhapsweekly;buttheyareusuallytoolateforcompaniestorespondinatimelymanner.Suchad‐hocmonitoringand response isusuallyalso limited toworkinghours–unfortunately the Internetdoesn’tworkthatway.Noneoftheexistingsolutionsareadequate.

ProblemsCompaniesStruggleWith:1. Respondtonegativecustomerandpublic

sentiment.2. Actproactivelytoalleviatecustomer

escalations.3. Detectanddefuseexposureofconfidential

companyinformation.4. Harnessfeedbackforproductorservice

improvement.5. Protect their brand equity, corporate

reputation,revenuesandbottomline.

brandtology.com

BRANDTOLOGY’SPROPOSITIONBrandtology is the world’s first 24x7 managed brand and reputation servicesTM provider. Our commandcenters are manned by experienced staff, and powered by proprietary state‐of‐the‐arttechnology which enables us to help our clientsmonitor, protect and promote their brands andcorporate reputation; or to carry outreconnaissance on their competitors. By listeningtounfoldingbrandstorieswithinblogsandforums,onproduct reviewportals, andotheronline socialnetworks – all served up on Web‐based,customizable dashboard that can be accessedremotely 24 hours a day, 7 days a week – ourclients can stay on top of the buzz around theirbrands,productsandserviceslikeneverbefore.Brandtologyisreadyto:

1. WorkdirectlywithprivateandpublicsectorcompaniesoperatingintheB‐to‐BorB‐to‐Cspacewhowishtoactivelyengageinthedigitalconversationtoprotecttheirreputationandnurturetheirbrandonline

2. Supportgovernmentagencieswishingtomonitorgrassrootssentimentregardingpublicpolicy3. ProvideinformationandinsighttoPRagencieslookingtoexpandanddeepentheirservice

offeringstomulti‐nationalclients4. Offercustomizeddataanddashboardstohigh‐profileindividualsseekingtoprotectorpromote

theirpublicimage OURSERVICESMonitoring 24x7discovery&monitoringofonlinemedia&contentgeneratedaboutclientbrands.

Sentimentanalysis.

Protection 24x7supervised,reactiveresponsetocounteranyonlinethreatstoclientbrands.

Promotion Supervised,proactiveadvocacyofclientproductsandservices.

Reconnaissance Sustainedsurveillanceofcompetitivedataonlinetoassessclientbrands'relativestandinginthemarketplace&provideinsightsforfuturestrategies.

WHAT’SYOURBRANDSTORY?Themost importantconversationtodayaboutabrandand itstargetaudience isnot theonethathappensbetweenthetwo–buttheonethathappensamongtheprospectsthemselves.Goodnewsspreadsfast,butbadnewsspreadsevenfaster.Thereislittlebrandownerscandounlesstheyproactivelylistentothedigitalconversation,thenstrategizeandtakeactioninatimelymanner.Thequestionisnotwhetheryoucanaffordtodoso–butwhetheryoucanaffordnotto.

Contact:contact@brandtology.com