Tangerine Toad Teaches The Teachers

Our friend Tangerine Toad has kept his perch on The Toad Stool but has branched out to post on Marketing Profs Daily Fix, a site aimed at bringing together marketing professionals with college marketing and advertising professors.
Toad’s first post is a perfect summary of his argument that Your Brand Is Not My FriendTM:

Now there are some brands—I call them Prom King Brands—that people don’t mind “conversing” with, so long as they can do it in the brands own space (as opposed to MySpace.) These are the brands that have somehow managed to build a better mousetrap, but there are no more than a dozen of them and you here on DailyFix can probably name them all by heart (I’ll start: Nike, Apple, Starbucks, Virgin, Whole Foods… ) Sports teams, TV shows, rock bands and movies fall into this category as well.
The rest of you are out of luck. You’re not a Prom King and people aren’t lining up to hang with you. So while Starbucks could probably start a Frappuccino Lovers Group on Facebook (for all I know, they already have), no one’s going to be joining a Maxwell House Lovers group anytime soon.

Read the whole thing. It’s a perfect take on the frenzy that’s surrounding social media, buzz marketing and all the “two-way consumer conversation” talk. I hope the professors are paying attention.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.