Hoover is classic example of a brand who's success ultimately lead to its demise, as so many of us now say we're "hoovering" when we're using a Dyson. Google is a dangerously long way down this slippery slope.
Since it introduced Pinterest for Business just last November, the three-year-old pinboard photosharing website has been on fire. And if you haven't yet heard the company's new set of tools and terms designed to help brands use the site, you'd better catch up fast.
Your fidgeting may be about current challenges to effectively use social media in internal and external strategies. In a sense, we are all still adjusting to the Internet age -- even though it is now more than two decades old.
Oxfam just released its "Behind the Brands" scorecard and we can be sure that CEOs at each of the 10 ranked companies went straight to the overview to see where they were placed; concern for their actual score would have been secondary and a deeper look at the details behind the scores third.
The system is poised for change. Now is the time for all of us to show companies that it is in their interests to lead. No brand is too big not to listen to its customers, and if enough of us urge the "Big 10" to do what is right, they will have no choice but to listen.
Just because your brand has equity which has been built up over a long period of time, this does not mean its reputation is safe. Reputation can be tarnished in the blink of an eye, often to the point of no return.
My fellow marketing professionals, don't do evil; we must look beyond party or faction, beyond advertiser, agency and vendor and remember our solemn and shared responsibility to support this great nation by creating entertainment that cheers and informs.
As the year ends, a shout-out for building responsible executive reputation is in order. We are lucky to have leaders like Bill Gates and Bill Clinton who have devoted their next chapters to responsible endeavors that make a difference. Reputations can be burnished in surprising ways.
It's no wonder why the app store runneth over -- brands want to be the scene stealer in this crucial mobile chapter of their consumer's storyline or, at the very least, have a supporting role in this digital act. But getting it right can be a tricky song and dance.