Comments on: Word of Mouth Tactics are not Movements http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/ Fascinating, Inspiring, Rewarding and Engaging kinded spirits. Wed, 03 Dec 2008 07:04:19 +0000 http://wordpress.org/?v=2.5.1 By: BIG Kahuna http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-155032 BIG Kahuna Thu, 28 Feb 2008 00:50:40 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-155032 Yea, it makes sense. Cool beans. Yea, it makes sense. Cool beans.

]]> By: olivier http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154971 olivier Wed, 27 Feb 2008 17:17:17 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154971 Nah. We aren't talking about promotional campaigns at all, Scott. But you're right, Spike. 'Vehicle' is a broad term - just like 'tactic.' Let's say Company XYZ wants to help strengthen their user/customer community, give it a means to express itself, allow power users to send feedback to product managers, organize events around a product, etc. In my mind, a 'vehicle' is a tool that falls in line with that type of 'sponsored empowerment' strategy. While it is also technically a tactic, it isn't as patently self-serving and short-lived as a promotion or a publicity stunt, which are both more traditional examples of 'tactics'. In this light, a 'vehicle' is a passive enabling tool while a 'tactic' is an active promotional tool. If that... makes... any sense. Nah. We aren’t talking about promotional campaigns at all, Scott. But you’re right, Spike. ‘Vehicle’ is a broad term - just like ‘tactic.’

Let’s say Company XYZ wants to help strengthen their user/customer community, give it a means to express itself, allow power users to send feedback to product managers, organize events around a product, etc.

In my mind, a ‘vehicle’ is a tool that falls in line with that type of ’sponsored empowerment’ strategy.

While it is also technically a tactic, it isn’t as patently self-serving and short-lived as a promotion or a publicity stunt, which are both more traditional examples of ‘tactics’.

In this light, a ‘vehicle’ is a passive enabling tool while a ‘tactic’ is an active promotional tool.

If that… makes… any sense.

]]> By: Scott White http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154812 Scott White Tue, 26 Feb 2008 18:45:38 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154812 Well a vehicle could be a promotional item (like a stress ball with your logo) or it could be a direct mail piece. But ultimately I think they're all tactics. Well a vehicle could be a promotional item (like a stress ball with your logo) or it could be a direct mail piece. But ultimately I think they’re all tactics.

]]> By: Spike http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154791 Spike Tue, 26 Feb 2008 14:57:04 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154791 O, I think it depends on your definition of vehicle. That's a pretty broad term, isn't it? (Or it could just be me.) O, I think it depends on your definition of vehicle. That’s a pretty broad term, isn’t it? (Or it could just be me.)

]]> By: Spike http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154744 Spike Mon, 25 Feb 2008 23:24:20 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154744 Hey Kyle, I actually did see it back when: http://brainsonfire.com/blog/2006/11/17/bonehead-roundup/ Hey Kyle, I actually did see it back when: http://brainsonfire.com/blog/2006/11/17/bonehead-roundup/

]]> By: Kyle http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154743 Kyle Mon, 25 Feb 2008 21:58:34 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154743 Spike, I don't know if you saw what David Jones said a while ago but I was wondering what your take was. http://www.youtube.com/watch?v=x0L7HZaL004 Spike, I don’t know if you saw what David Jones said a while ago but I was wondering what your take was.

http://www.youtube.com/watch?v=x0L7HZaL004

]]> By: Scott White http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154730 Scott White Mon, 25 Feb 2008 19:58:17 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154730 You've just defined brand identity. I agree developing a soul and something that ties everyone together is exactly the way to go. Once you've established this brand identity and then position you can introduce tactics. "Movements" (see my blog on that term: http://www.brandidentityguru.com/wordpress/?p=541) must reflect a companies brand identity, if not they're just brand image problems. You’ve just defined brand identity. I agree developing a soul and something that ties everyone together is exactly the way to go. Once you’ve established this brand identity and then position you can introduce tactics.

“Movements” (see my blog on that term: http://www.brandidentityguru.com/wordpress/?p=541) must reflect a companies brand identity, if not they’re just brand image problems.

]]> By: olivier blanchard http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154729 olivier blanchard Mon, 25 Feb 2008 19:41:56 +0000 http://brainsonfire.com/blog/2008/02/25/word-of-mouth-tactics-are-not-movements/#comment-154729 Spike, do you find that there is a difference between a tactic and a vehicle? Spike, do you find that there is a difference between a tactic and a vehicle?

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