10. But if you don’t manage the brand in real-time, it all goes to waste = = = #FAIL + + +
11. Traditional brand management methods won’t work here. Bad news Google Alert or forwarded by well-wisher Mktr CEO CorpCom / Mktg Email / SMS Mainline Agency #Frenzy Creative Media Social Div #Not My Problem #We’ll buy Fb ads #Let’s do a Twitter page Badnews #Hashtags CorpCom pressured Badnews goes away Urgent meetings happen Status Quo #Relief #Bullet_Dodged #Till The Next One
12.
13. Before we get to the right way, change your thinking. Marketing isn’t a place for leisurely research and 3-year product life-cycles. It’s where your brand is always in beta .
14. If your brand is always in beta, always being tested, guided: then your function is more that of: An air traffic controller
15. The new life of the real-time brand manager. Ten aspects.