Skip to main content

The 'strategy' behind my new Twitter handle


It's sort of funny that authenticity would be a strategy for social media, since authenticity is supposed to be the reason social media exists and the purpose of doing it.
Just goes to show how the values of a culture interrupt genuine expression and contort them toward whatever the dominant value system is.
In America, we're very much about money and so the capitalist ethic began to interfere with social media just about as soon as it got popular.
Our natural greed easily blinds us to the necessity of respecting the various communities and territories of social media (much like one would respect Nature) and so it's easy to do a kind of "channel agnostic" approach. We have one thing to say and we say it everywhere.
However as a phenomenally talented group of employees at the National Archives' Office of Innovation taught me, each community is really its own ecosystem and ought to be respected for what it is.
So I was using the Twitter handle @thinkbrandfirst for a really long time, in an attempt to promote my identity as a brand specialist.
You can definitely do "focus" on Twitter - that's not the issue. In fact you should be focused. That way your audience can decide whether you're the type of person they want to follow.
But after awhile it wasn't right for me. I realized that my personal brand, more and more, is about exploring my own evolving thoughts and feelings about not just branding but life itself.
And so I went back to my own name, my personal name, my nickname, "Dossy," which is short for Hadassah, my Hebrew name ("@dossyb"). Because Judaism in particular has become very important to me recently.
Also from a religious perspective, for me, the handle "@thinkbrandfirst" was bothering me. It's offensive, in a way, for someone who claims to have faith.
The first thing I think about, when I wake up in the morning or anytime, ought to be G-d.
_____
All opinions my own. Photo credit: Jonathan Leung / Flickr

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

________________
All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …