Web 2.0 is changing the face of branding. Now it is all about creating an online community in which your brand can grow and achieve affinity. Social Signal, a specialist in building online communities, had a recent marketing blog post that introduced reflective glory marketing (RGM). They define this form of new marketing as using Web 2.0 to create an online community that has intrinsic value, and let the activities of that community reflect positively on the parent company’s brand.

How will this marketing strategy impact technology branding? Are there specific types of IT professionals who respond better to user generated content? Developers were the first group of technology professionals to grow and develop user generated content. How do network admins respond? Are security professionals comfortable in contributing to UGC? These type of questions need to be answered to determine the most effective way to grow a community of technology pros who are aligned with your brand.

This entry was posted on Monday, April 16th, 2007 at 8:12 am and is filed under Web 2.0, Technology marketing, Best practices, Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can post a comment, or trackback from your own site.