Enabling the Branding Conversation
by Kyle Grant
Consumer Generated Media (CGM) and User Generated Content (UGC) seem to be popular buzzwords for what seems to be new methods of marketing over the internet, Web 2.0 as others would call it. However, these marketing strategies are not new, nor are the implications of its implementation.
Marketers have always known about building buzz and guerrilla marketing tactics to build word-of-mouth brand awareness, what has changed is the volume and speed of implementation. Marketers have known that branding is something that occurs with or without the company intervening, whether the company chooses to actively participate in that branding defines brand management; how it participates is its brand management strategy.