September 2007

Passion is hard to ignore. CGM (Consumer Generated Media) online can be seen as an expression of one’s passion (I.e. loved it or hated it), and it can be very compelling in product and brand influence, albeit to a sometimes limited audience. Among my blogreadings today, I came across a letter to Zara where the bloggerwrote as if Zara was a person and how they have come to newly appreciate Zara after ignoring the brand for a long time and would like to startthe ‘relationship’over again. It made me have a quick re-think about Zara. On a bigger scale, the Facebook protest against HSBC which forced the bank to back down on changes to student overdraft.
熱情是很難被忽略的。網路世界中的CGM (Consumer Generated Media)可說是個人熱情的表現(也就是喜歡或討厭)，儘管有時候這只是針對一小部分的觀眾群，但卻也可以對於產品及品牌有著決定性的影響力。在我今天的部落格瀏覽中，偶然看見了一封給Zara(西班牙知名服裝品牌)的信，這個部落客筆下的Zara彷彿是一個人，而他們在忽略了這品牌一長段時間後重新認識它，並想再次建立與它的“關係”。這使我很快的重新思考了一下我對這品牌的觀感。我們再從更寬廣的角度切入；Facebook(也是一個CGM)上對HSBC的抗爭活動，迫使HSBC放棄想對於畢業學生貸款徵收利息的政策。

On the passion of fashion, we look at how MTV gets viewer involvement by extending it’s program online through an integration with the website FashionGuide.
基於對於流行的熱情，我們來看看MTV是如何經由與Fashion Guide網路的合作，將“愛漂亮”這個節目延伸到網路媒體，讓觀眾與節目有更深入的互動接觸。

And last but not least, our showcase this month: Can a low budget internet-only campaign have an impact on consumers and business? The answer was yes for the launch of Pringles “Gourmet, a product extension. Yahoo! held a conference last month to highlight the campaign and we have it here this issue.
最後，我們這個月的showcase：一個只有利用網路媒體的低預算促銷活動，能夠對消費者及生意造成影響嗎? 對品客推出產品延伸的“精饌”系列來說，答案是肯定的。Yahoo!在上個月舉辦了一個會議特別提出討論這個活動，我們就在這期的月刊裡為您介紹。