How long has it been since my last commentary?
I don't want to know.
But I do have some great excuses.
For eight months duriing 2006, I was consumed by a massive, 12-country destination brand research project that was one of the most comprehensive ever completed. It involved focus groups, online surveys, print communications audit, digital communications audit, internal brand audit, external brand audit, media audit, online monitoring of 16 million blogs, mystery shopping, and more. The final report was more than 300,000 words, and Malaysia now has the most complete, in-depth picture of its brand of any destination anywhere. Lots of lessons were learned, including those regarding CGM (Consumer Generated Media), and I hope to be sharing those in the months ahead. When the project was completed, I was frankly too mentally drained to face a blank screen. As Mark Twain says, when the well runs dry, you have to wait until it fills up again.
Well, the well is full again. And I have lots of ideas for new commentary -- brand death; brand insurgency and much much more.
So watch this space. And, as always, check out Amazon.com for my book, "ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands," named as one of the Best Business Books of 2005 by strategy+business.
And, as always, I'm glad to hear from you. Email me!
Nick, if you can reveal more, perhaps you should present a paper to the Journal of the Society for New Communications Research?
Posted by: John Cass | February 17, 2007 at 10:57 AM