Geno sat down with us for a few minutes to describe the brand ambassador and community program Brains on Fire just launched for Fiskars (the orange handled scissors people.) He provides a very nice overview of a WOM program done right, from research to launch, with transparency and ethics. Check out Fiskateers.com to see the project.


what is the paradigma difference between classic marketing and social or wombat marketing?

i think the main difference is in recognizing the shift from interruptive marketing practices to opt-in marketing paractices, as well as the recognition that the best recommendation for a product or service comes from someone you know and trust. if you follow this belief, then you need to create marketing programs/content that generate talk, and social capital. of course, this means your product has to be authentic, and honest. your programs have to be transparent. the core difference, then, is respect for consumers.

Post a comment

(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)