http://campfirenyc.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/ Campfire is a branded entertainment company that helps advertisers, agencies and publishers rethink advertising through active audience engagement. Wed, 07 Jan 2009 12:04:50 +0000 http://wordpress.org/?v=2.5.1 http://campfirenyc.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-4487 Steve Wed, 16 Jan 2008 18:56:49 +0000 http://campfiremedia.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-4487 Very thoughtful post. And, damn, long tail indeed, your commentary is part of the long tail created here at Campfire via the Internet pipes - commenting 9 months after the original post. Yes, and see you next year! Very thoughtful post. And, damn, long tail indeed, your commentary is part of the long tail created here at Campfire via the Internet pipes - commenting 9 months after the original post. Yes, and see you next year!

]]> http://campfirenyc.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-4483 Bayo Adekanmbi Wed, 16 Jan 2008 15:02:14 +0000 http://campfiremedia.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-4483 I don’t fully agree with the full-scale application of Anderson’s long tail theory in brand building practice as theorists like Mohd Iqbal is propagating. It’s counter-productive to over-expand or over-dilute a brand’s meaning in an attempt to mean something to everybody (no matter how long the tail is!). Modern researches have proven that if a brand’s projection is a clear and focused lighthouse, consumers can capture the core essence of the brand within their realities i.e. customize the brand meaning for their specific scenarios. Consumers can therefore contextualise its relevance whilst still inferring the same single-minded meaning. Universalists must recognise that every brand is a compelling idea that consumers interpret via usage to meet their peculiar needs. I would rather focus on the brand single minded projection and leave the multiple interpretations to the consumers One-word-equity is it and let’s be disciplined in our quest to secure a space in ever-crowded mindspace I don’t fully agree with the full-scale application of Anderson’s long tail theory in brand building practice as theorists like Mohd Iqbal is propagating.
It’s counter-productive to over-expand or over-dilute a brand’s meaning in an attempt to mean something to everybody (no matter how long the tail is!). Modern researches have proven that if a brand’s projection is a clear and focused lighthouse, consumers can capture the core essence of the brand within their realities i.e. customize the brand meaning for their specific scenarios.
Consumers can therefore contextualise its relevance whilst still inferring the same single-minded meaning.
Universalists must recognise that every brand is a compelling idea that consumers interpret via usage to meet their peculiar needs. I would rather focus on the brand single minded projection and leave the multiple interpretations to the consumers
One-word-equity is it and let’s be disciplined in our quest to secure a space in ever-crowded mindspace

]]> http://campfirenyc.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-1843 Campfire » Blog Archive » The Long Tail of Brand Building - Fast, Cheap, and Out of Control Mon, 17 Sep 2007 18:01:39 +0000 http://campfiremedia.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-1843 <!--%kramer-ref-pre%-->[...] The Long Tail of Brand Building - Fast, Cheap, and Out of Control [...]<!--%kramer-ref-post%--> [...] The Long Tail of Brand Building - Fast, Cheap, and Out of Control [...]

]]> http://campfirenyc.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-119 MisEntropy: Where's the long tail of brand communication? Fri, 23 Mar 2007 03:15:27 +0000 http://campfiremedia.com/2007/03/13/the-long-tail-of-brand-building-fast-cheap-and-out-of-control/#comment-119 <!--%kramer-ref-pre%-->[...] The Long Tail of Brand Building - Fast, Cheap, and Out of Control from Campfire Mohammed Iqbal, a Creative Planner at Ogilvy Mather Advertising, Bangalore (India), [...]<!--%kramer-ref-post%--> [...] The Long Tail of Brand Building - Fast, Cheap, and Out of Control from Campfire Mohammed Iqbal, a Creative Planner at Ogilvy Mather Advertising, Bangalore (India), [...]

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