It is very exciting to see big brands engaging with the customers through social media to carry the brand message. South West Airlines had a recent contest on the best video ad for “Wanna get away” campaign, while Frito Lay gets free market testing/product testing info on a new chip flavor. Apple does not have to ask, its users engage themselves into creating ads and parodies for brand characters. I wish the same contest started for Geiko “Caveman” campaign (my favorite!).
Another cool application of interactive web or social media, whatever its best description, is when bloggers can test brand value on a high level like “If this product/company drops from the face of the Earth tomorrow, would we care?”. Brand Autopsy blog recently posed that question for Wells Fargo in the “would you care series” and hopefully someone from Well Fargo managed to pick up the feedback. Even if they did, would they try to ignore it or deal with it? Sears got the best remarks and one can see how much experience matters in brand perception. You have pleasant experiences while consuming the product or being in the purchasing decision process, you flip those like a favorite photo album. You have a bad experience (customer service as in the Wells Fargo example), you care less and perhaps try avoid experiencing any transaction at this point with such a brand. Thus, emotion and ambiance are tied into the brand perception as well. The examples with South West Airlines and Frito Lay add a community aspect.
So what are the top 5-10 aspects/parameters of a solid brand? Any literature on brand management that is fresh and at the same time timeless?