Where’s Your Voice?

Feb 10 2007

While some people I talk to still want to know about the technologies and mechanisms that will differentiate and extend their brands, we work to focus the discussion on “discovering voice” before and within extension. And for those who are just dipping their toe into the pool, it can get very confusing, very fast. I recently bookmarked a link to a post by Jeremiah Owyang where he wrote a great article on the many forms of web marketing. The list is daunting and I cannot help but think of the marketing manager, C-level executive or business owner touching their toe into the icy waters of opportunity. What’s more, Jeremiah gave a quick reply to a comment I made about how he’s hitting us with “both barrels.” His comment: “reloading barrels ;) .” He’s absolutely right, the blasts will just keep coming. The web geek in me loves this, but the brand geek in me realizes the need to embrace our clients and advise them on where to start and how.

I love the way the web is now bringing us so many different opportunities grow our share of voice. There used to be just a few templates to choose from, but now brands can custom tailor their online marketing vehicle and every fine detail along the way.

For so many, the web is a breeding ground for Brand Schizophrenia. Companies have master brands, sub brands, product brands, and so on… They run these all through filters of different target audiences across different regions with different languages in different continents. Merging these factors against the various extensions and one single message focused on millions runs the risk of performing exactly the opposite of what they wanted in the first place. A one to many communication becomes a very confusing dialog of one to one. In doing it right, we can achieve a many to many form of communication, but we find ourselves coaching on narrowing the long list down….and picking one or two. Do the one or two right. Make those your Killer App. Use that to build your platform on which you can establish your voice. Then extend…


4 Comments to “Where’s Your Voice?”

  1. Thanks for all these wonderful thoughts. If you liked that piece on the many forms of web marketing, click on my ‘web strategy’ category and you’ll find other similar posts.

    I do look forward to hearing your strategies as well!

    By Jeremiah Owyang on February 10th, 2007 at 11:09 pm
  2. man you do that blog thing fast….how do you do that?

    By Chris Ronan on February 10th, 2007 at 11:19 pm
  3. [...] Been slow on the posting on my personal blog lately. Since we moved to our new space it’s all been a blur. We have been busy in a good way. I am currently working on a series of content that I will be bringing live over a period of time to the RD2 blog. I have started with a small piece on “Voice” that will start the ball rolling on sharing with the community what we are all about at RD2. Will try to post when I can, but most of my efforts will be on the RD2 blog for a while… Filed under: Uncategorized   |   [...]

    By Update at chrisronan.com on February 11th, 2007 at 1:34 am
  4. [...] Like a lot of what we come across, we search for nitche business purposes or meaningful twists on design communications and social media methods, practices and/or products to extend brand and help communities establish voice. Today I was talking about Twitter with some friends of mine that we work with. Like everyone else, they are looking for a meaningful spin on products like Twitter and how they could add dimension to their community. So, I am thinking about the Twitter phenomena as it lights up like a Texas prairie in a hot and dry summer…and I wonder what applications will be next and who will create them. Will we? I dunno… In another month or so we will reveal some pretty cool things that i am anxious to talk about…I digress. [...]

    By RD2 Blog : Twitter4me — RD2 on February 27th, 2007 at 2:48 pm

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