A Bit More on Brand and Communities for Techies

This became part 3ish of a five-part series, part 2 being the Geek Whisperers podcast linked to below. Read part 1 here. Read part 4 here.

The Geek Whisperers were kind enough to invite me to join their podcast a couple of weeks back to talk about vendor-hosted communities as part of the marketing & sales mix. They just posted the results today. We wound up talking more than I expected about “the B word” (Branding). I suppose I shouldn’t have been surprised by this, since the whole point of the blog post that kicked off the G-W connection was that certs and these types of communities are built to foster brand loyalty.

Nonetheless, I found this sort of funny since the Branding department tends to be the bane of every product marketer’s existence. They make us spell out things like “Cisco Unified Computing System” or “VMware vCenter Operations Manager” in everything we write even though it makes for really awkward sentences and nobody in the real world ever refers to the products that way anyway. This is a very typical case where official Corporate Branding actually gets in the way of a product acquiring and building on an organic identity within its user base. If your users fondly refer to your product–officially known, let’s say, as the Fortuna Unified Zazzle Zapper 3627–as “FUZZ3k”…go with it sometimes.. Continue reading

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