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IDG Uses Brand Ambassadors To Align Culture To Brand

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ALT="brand ambassadors, IDG story, Soulati Media"IDG is a HUUUUGE company; in fact, it states on its website that it is the world’s largest media tech company. That’s nothing to sneeze at, and you know what else? IDG also had a brand culture problem. It was so big that the individual business units were silos. We’ve heard about silos before, right? Apparently, IDG had never hired a chief marketing officer which is highly interesting for such a massive global corporation.

The company decided to relaunch the brand to better inform customers about what else was available throughout the company, and in order to do so, it had to align its brand culture with all internal stakeholders.

The very first step taken by IDG was to research. This is ALWAYS the first step to take to find all of the problems and to then apply strategy to solve them.

Brand Ambassadors Are Employees

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Should Brand Influencers Feel Guilt?

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Dino-Dogan-of-Triberr.jpg

Dino Dogan owns Triberr shirts in every color; psst, he also owns Triberr.

Professional bloggers toil day in and day out to develop a brand and solid content people want to read. My blogiversary is this month; we’ve been married four years, this blog and me.

In the life of a blogger, that’s nearly a lifetime. Along that journey, the word monetization pops up and there begins the need to get paid for these smarts.

Thanks to Triberr’s new direction offering bloggers an opportunity to join campaigns, write a few blog posts and get paid, we now have that option.
Bloggers apply, the application is reviewed, a blogger is selected, blog posts are written and published, and a fee is exchanged. Cool, eh?

So, why is there guilt associated with that?

Anyone else feel a twinge?

Dino Dogan said it best to me, “When bloggers rep for a brand, it’s not congruent with self perception.” What he means is we all have worked for free for so long that when the opportunity to get paid comes along there’s some concern about “Am I worthy? What will my community think?

I think he’s right…if I get paid to put up a post and have to add the disclaimer, “hey, this is a sponsored post!” there’s some discomfort about that, like I should feel badly I’ve been hired to write for a brand that needs help.

What I’m here to say and help each of us get over that hump of “am I worthy?” is this:

Bloggers work harder than anyone I know and we’ve done it FREE for years. For we who do it well, there are now opportunities to showcase smarts and do some really neat writing. For those who are feeling upset on the sidelines, jump in! There’s opportunity for all! For bloggers who don’t trust they’re worthy, carpe diem! This is finally where your hard work pays off!

Thanks, Dino and Dan!

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