Social media: The brand's most valuable asset

We witnessed the first world revolution in 1995 when we started checking the online content to the successful access to social media networking sites and platforms. In only 10 years we changed the way we communicate, we opened up to strangers with confidence through social media, the way we purchase and how we consume. Then we have seen the second revolution with the appearance of users generated content around 2005. We watched a dramatic shift in the way the consumer interacts with the internet. However, enormous challenges appeared as well. The businesses had to adapt their brands and communications. Through content generation, comments, likes and follows, the power became into the consumer's hands. The Internet changed the world and the consumer-oriented brands that can listen to their customers got more chances to survive the engaged era.

Reviews and stars rating effect on customer experience.

Lately, Customer or user experience becomes a hot topic. Analysts found that providing people with enjoyable experiences across all the touchpoints is highly important. This actually incentivises the users/customers to potentially make repetitive visits or purchases.
online users rely considerably on reviews and stars rating left by old buyers. In fact, these elements impact heavily the user's buying decision.

Personalisation: the effective way to communicate

As a new user of Twitter, I spent some time looking at some accounts and selected few to follow. Some of them have a six digit number of followers. I thought they might be worth following. Some of them followed me back. I appreciated that and I was grateful. I decide to send a message to express my gratitude. I was surprised; the answers were really nothing close to what I thought. I was disappointed. The answers were mainly ads, and links to direct me toward some web pages. I do value each person work and I do understand how valuable for them the time they spend writing but if my presence on the web is only considered as a potential client or a source of revenue, I would appreciate bing approached differently. Maybe my expectation are high but hang on it is the person who is speaking here not the marker and I believe that we are in a world in which all clients got higher expectations that we should do much more to meet them. 

Porter's five forces model: You need to know your business environment

Michael Porter is one of the marketing pioneers. He is a father and a great researcher, a business leader, a magnificent author, and an awesome teacher.
The first article I wrote " Which automobile would satisfy a Brazilian customer" http://jar.ma/1P_vGi involved the "Porter's five forces model" which is a great model, in my opinion, to analyze a competitive environment in general and get a perfect knowledge of it and the forces or factors affecting it. Today I am devoting this article to discuss the model deeply and I am using the gasoline industry in my examples to explain each force.

Concerned about the brand experience? consistency matters

Most textbooks and articles published in the last decades have pressured the importance of external communication like PR and publicity. It is only lately that little more attention has been accorded to internal communication and to how training matters to brand success. In my opinion, the brand experience concept encompasses the real core of branding rather than any other brand concepts based on analysis and cognition like brand equity or brand personality ... so on.