Mar 13, 2009
Snckrz – Free Brand Interaction Gets a ‘Cease & Desist’
Does Snickers understand marketing on the social web? Does its parent company, Mars? Read the whole article here.
1) “It’s the same old story – brand shirk the love of consumers in favor of control”
2) “Let’s face it – Mars, the parent company of Snickers, has been struggling to understand the web”
3) “a reaction with responses like the image below or the newly created Snickers fail tag (#Snickersfail). Seriously. Snickers, I thought you were smarter than this?”
I’d say they are struggling to understand the nature of brand, and how brand really works.
An article comment reads: “When it comes to protecting your brand, you can’t pick and choose which “violations” to oppose.”
Brand as algorithm? Can corporate behemoths have a tight team directing brand point-of-view and allowing it to change and evolve appropriately, thereby giving the brand some life & personality, or are they obliged to make brand an algorithm to control their image? How complex would that algorithm need to be to work? Where does personal judgment come into the picture? What does a successful brand really come down to?