Brand Autopsy

Visiting Devil's Bridge (again)

Something funky happened with my last vacation to Sedona, AZ. Canceled flights wrecked havoc on the plans to have the Moore Boys (from Grandfather to Sons to Grandson) spend time trekking the trails in Sedona, AZ. Only I made it to Sedona to experience the unbelievable views. (The others were caught up in a canceled flight after canceled flight nightmare scenario.)

So we are trying it again. Off to Sedona. All of us. (We're hoping weather cooperates this time and our flights aren't canceled.)

I'm sure one of our treks will include Devil's Bridge, a walkable natural sandstone arch. This is a short, edited video of me walking across Devil's Bridge. An amazing experience. Truly amazing. Enjoy.

RSS Readers ... click here to view the video.

WOM at Work

In 2005, Seth Godin wrote the FREE PRIZE INSIDE. It's essentially a guidebook for creating remarkable products and services. As marketers we know when remarkable things get remarked about ... word of mouth happens.

This 2-minute video ditty I posted on the All Things WOM blog shares two word-of-mouth worthy free prizes I experienced while staying at the Hotel Burnham in Chicago. (Yes, I mispronounce the hotel’s name in the video. My bad.) Enjoy.

RSS Readers … click here to watch the video.

Letters from Leaders

Henry Dormann has compiled an interesting book of LETTERS FROM LEADERS including nobel laureates, CEOs, world leaders, and presidents. Each letter from a present-day leader was written to share advice for tomorrow's leaders. It's a provocative book with lots of money quotes.

(It's also interesting enough of a book to earn my money and earn a blog post as this was a book I purchased and didn't receive free from a publisher or publicity firm.)

Enjoy the money quotes and consider riffling through this book for more inspiration and guidance.

RSS Readers ... click here to read the Money Quotes/

An Ethical Question … Please Comment

UPDATED (June 10): Thanks everyone for the thoughtful comments. To avoid any question ... going forward, I will disclose how I receive business books reviewed on the blog.

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Lots of great conversation is happening about the ethics of compensating bloggers with cash, in-kind gifts, and special access privileges in exchange for writing a post about the product/service a business provides them.

This conversation has me thinking about how I’ve been compensated for some posts on this blog.

Because I frequently write business book reviews, publishers and publicity firms send me free business books. I’m under no obligation to write anything (be it positive, negative, or nothing at all) in exchange. While not cash, this in-kind gift has a monetary value of about $25 per book.

I’ve probably written over 100 business book reviews on this blog. Some reviews have slammed the book as worthless and others have praised the book as worthwhile. In every case, my authentic opinion has been expressed.

However, I’ve never disclosed when a review is from a business book I received as a gift or from a book I purchased. (By the way, the vast majority of my book reviews are from books I've purchased.)

I’m curious … Do you expect me to disclose whether or not I was gifted the book or paid for the book? Would you trust my review more with this type of disclosure?

Thanks for sharing your feedback.

WOMMA Opens a Can of Worms

Long-time readers know I'm a big supporter of Word of Mouth Marketing. More recently, I've put my passion for WOM to good use helping the Word of Mouth Marketing Association (WOMMA) strengthen its marketing muscles.

Right now WOMMA is wrestling with questions of ethics. They've long stood against SHILLING. That is, a brand/agency paying cash to people to talk about, blog about, tweet about a product without disclosing they are being paid to do such.

However, the practice of Sponsored Conversations is gaining more acceptance from brands and agencies. (A "sponsored conversation" happens when a person is compensated with cash, in-kind gifts, and special access privileges in exchange for talking, blogging, tweeting about the product/service a business provided them.)

Some, like Joseph Jaffe, say if a person is transparent and discloses they are being compensated then a "Sponsored Conversation" is ethical and acceptable marketing behavior.

Others, like Andy Sernovitz, abhor the practice of compensating bloggers to post reviews, especially if the reviews are inauthentic.

In 2005, WOMMA established an ETHICS CODE for Word-of-Mouth Marketing. Since then, it has become a standard guide for companies of all sizes to use to help them design and deliver more ethical (and effective) WOM programs.

In the last formal review, WOMMA included this language in its ethics code: “We stand against marketing practices whereby the consumer is paid cash by the manufacturer, supplier or one of their representatives to make recommendations, reviews or endorsements.”

Recently, three WOMMA members have requested this language in the ethics code be revisited ... no doubt to support the practice of sponsored conversations.

Should WOMMA alter its ethics code to support marketing activity where a consumer is paid cash to make recommendations, reviews or endorsements?

WOMMA wants to hear your opinion because your opinion will help WOMMA make a stronger ethics code that is reflective of how honest marketers should behave. Consider adding your voice to this issue on the WOMMA Living Ethics blog.