reading of the UnMe case.
Approach
Role Play:
The UnMe Brand Manager, Margaret Foley is investigating options for her brand strategy and has asked you (a key member of the UnMe branding team) to briefly describe the benefits and risks associated with branding in Web 2.0 to help inform her decision.
*Note: your memo will not contain your recommendation – which we will discuss inclass.
Briefly describe the situation at UnMe, and the purpose of this analysis.
Benefits of branding
in Web 2.0
Identify and describe the key 2-3 benefits of digital branding
For example, you might describe one benefit as:
* Consumer Receptivity: Given that social media is participatory and consumers opt-in to conversations with the brand, consumers are more receptive to the messages delivered.
Risks of branding in Web 2.0
Identify and describe the key 2-3 risks of digital branding
For example, you might describe one risk as:
* Lack of Control: For many firms, the brands associated with their products/ services are their most valuable assets. When consumers co-create brands, marketers cannot control the end product that emerges.
Implications Provide a pithy wrap-up to your “internal memo” describing how these benefits and risks may influence UnMe branding.(e.g. what does this mean for UnMe?)
References Be sure to cite all sources that you reference in your memo
Tips
• Read the case twice, highlighting the benefits and risks of digital branding
• Use your critical thinking

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