Speaking

Search

About

Willow Baum Lundgren is a strategy consultant and new school/word-of-mouth marketer for a networked, on-demand world. She works with entrepreneurs, business leaders, non-profits and authors to take their ideas, brands and platforms to the next level. We help clients think differently and grow cost- effectively, despite a dizzying choice of media and marketing options.

We believe Social Economics -- aligning commercial goals with making the world a more sustainable, collaborative place -- is the future of brand engagement.

See Beliefs.

Questions/Comments? Contact: Willow

Tags:

Best Practices Bottled Water Digital Watershed Environment Lifestyle Music & Entertainment Politics Predictions Social Economics Social Experiments Sustainability Word of Mouth

Bookshelf

The World is Flat
Thomas L. Friedman

Green to Gold
Daniel C. Esty and Andrew S. Winston

Word of Mouth Marketing
Andy Sernovitz

The Influentials
Ed Keller and Jon Berry

Purple Cow
Seth Godin

Life After the 30-Second Spot
Joseph Jaffe

Duct Tape Marketing
John Jantsch

Brene Brown

Unilever's Congitive Dissonance

Submitted by willow on Tue, 2008-02-12 16:34.

At today's DMA talk, I made the point that many-to-many online communication, made uber- efficient via social media, is urging every organization to take note of a new reality.

Grassroots mobilization is trumping media spend of multinationals.

Business of all sizes is being held to higher standards of accountability, often by a vocal and well-connected "few."

Congruity between words and deeds (in operations, customer service, product satisfaction, etc.) isn't optional.

Case in point: Unilver's dissonant brand campaigns for Dove vs. Axe deodorant I only briefly touched on today.

For an entertaining, wonderfully-written version of the full story (so far!) -- complete with illustrative video clips -- visit Brene Brown, PhD's Ordinary Courage blog.

» read more 2 comments

Small Planet Partners

Newsletter