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The brand that’s made me the happiest this year is Wolfgang’s Vault. I go there on a regular basis, often on Friday afternoons when I’m finishing up administrative tasks and need some ear candy. The more I listen, the more often I return. I’ve heard concerts by artists I wish I’d gone to and concerts from the same tours I saw “back in the day” by artists that hadn’t made it big yet. I started going to the site a couple of years ago to relive some great musical moments in my life—but now I’m getting much more.

I love that the Vault has branched out to newer artists and more recent concerts. Their A to Z list of performers is huge and inclusive, so I can experiment. There are artist interviews as well as concerts. There are lots of free downloads as well as ones you have to pay for. Plus concert listings in my area.

The website has improved steadily. It’s become increasingly easy to use and what Wolfgang’s Vault is adding, I’m enjoying. I must be in their target demographic—they’re hitting me in my soft spot and I love it!

What’s the brand lesson? Do one thing really well and build from there. Innovate around what you know and give your customers and fans an easy path to follow as you lead the way. If the substance is there and you demonstrate that you’re listening, you’ll keep your die-hards and win new ones.

Have a great 2010!

Beth Woolley

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In that order. Seth Godin’s post on the hierarchy of success aligns with our thinking. Too many times companies just want to execute, but they haven’t outlined what (brand), why (goals) or how (strategy).

–Jen Travis

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There’s a lot of talk around the need for a social media strategy, but why and how?  The reason is simple: if you’re not currently in control of your digital identity, the odds are pretty good that others are or soon will be. And if your organization dives into the social media world without a road map, then you could run the risk of appearing narcissistic, like you have ADHD, or even worse… inauthentic.  Creating a social media strategy is akin to creating a blueprint to help your organization hone in on the important stuff, such as figuring out what channels makes sense, how much time you should be spending, and who to engage. Social media should be a piece of your larger integrated branding strategy, because it’s essentially another touch point, or an opportunity to communicate and reinforce your brand promise.

-Bianca Abate

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