part 8. the risk of not thinking things through in the internet : how not to name a brand

assuming your target market frequents the internet, its a great medium by which you can get in touch with them. it's convenient, quick and highly accessible to a specific target market (the AB upper C market).

that's one of the good sides about the internet. however, that same good side is an open door to the bad and that essentially is what the nestle effort forgot to think about.

the idea behind the internet website is to get its readers to help nestle in choosing a brand name and as discussed earlier the brand name is actually a most important first step in every new product launch as the brand name is the only element of the brand that stays with it forever. making the process of choosing it public, asking the public to participate and in the internet allows its target easy access and quick participation but at the same time, it is open to the bad, if you don't take the necessary precautions and keep the door open to everyone.

in that posting in the another website, pinoy exchange, it allowed a prostitute wanna-be, someone willing to sell sex for money to join the contest and launch an internet effort to help her win the contest. if that entry won, will nestle be happy in publicising the author of the brand name who wants to be a prostitute? does that sound like a viable add on to the brand image of this new brand?

this shows how the use of the internet and its openness, having its doors wide open for anyone and everyone to participate as inviting risk to join this most important first step in marketing a new product.

based on succeeding posts, we can conclude that she was really not serious about contemplating on selling sex for money. it is obvious that this person used the sex-for-money angle just to draw attention to herself, get the sympathy of her readers and move them to vote for her entry so that she can win and in the process "save her from doing something wrong".

while some might find selling sex for money as more objectionable, the whole thing just the same reeks of an internet scam. if that entry wins on the basis of most number of votes (it did get the most number of votes on the promo deadline that was set), then it means it was achieved on false pretense.


to be continued.....

nestle website: http://www.givemeaname.ph/

part 7. the good side and bad of the internet : how not to name a brand

the internet is a new world technology that has managed to make very profound changes in our lives and the world. the interesting part about the internet is that not only has it made very profound changes in our lives and the world we live in right now, the best and the most is yet to come. and that includes business. business and those who wish to make a mark is all over each other to use the internet not only meet our goals but to be ahead of competition. we think of schemes and ways to make use of the internet and set us apart and ahead of our competition. ans that is most likely what was in the minds of the nestle marketing team who developed the name the brand promo (i shudder every time i use that term!).

but as many good things and many good people populate the internet, there are at least an equal number if not more bad things and bad people who sit right beside the good. that is the lesson, actually the warning we get all the time on the internet. when a new thing or a new rage comes up in the internet, the good parts are delivered first but it always ends with an admonition to take precautions, to be alert to be defensive of the bad that may happen. and again just as the marketing team who authored the nestle effort (avoided using the word "promo") decided to use the internet for the good things, they seem to have forgotten that part about applying caution and immunizing their effort from the bad.

on the first post, i had made the comment that this effort was not thought through very well. this is one of those observations.

go to this link : http://www.pinoyexchange.com/forums/showthread.php?t=330077


a girl who claims to study in an all-girls college with the username "urflower" (excellent name!) opened a thread with the title: "Is sex for money bad?"

1st post:

"Hi. I am a struggling student in an all-girl's college and as we know times are not that good when you are on a tight allowance. Some of my schoolmates approached me and said they know someone who would help get me "dates" with men with money. The problem I think is I can't choose the men. That is where the difficulty lies. Am I being a prude?On the side I have been joining some promos for cash prizes. You never know diba? But still what are the chances?This one is sure money but is it worth it?"

people responded to this first post - giving advise and their opinion. it became a very long thread but the following early posts complete the story:


2nd post:

"I was wondering as well. Would it be better if I got a rich old man? I do have a "suitor" who is older and more well off. Should I give in to him and stomach it? He isn't the man I like. Nor is he good-looking. Pero mabait cya.Thankfully my mom taught us English well. She is an English teacher. But we have fallen into hard times and we must do what we can? It is life after all.Should I take on the older, wealthier man and just have the man I like on the side? Will it matter?Only 1.5-2k for my virtue? Wow."

3rd post:

"Will it be possible that one of my rich clients will actually consider me for a long-term
relationship? Possibly marriage?Should I just hang around rich circles? But how can I do that with no money?"

it became a hot topic in the section with many giving their opinion and advise. eventually, urflower posted another thread with the title: "Help me from resorting to something that may harm me."

"Thank you all for your words of advice. It is obvious that I really need help.I am hoping I have a solution. It may be short-term and may be a long shot but it is worth a try. The power of the internet may help make it happen.There is a site called www.givemeaname.ph I have joined and luckily they chose my entry Taste of Summer.However it is low on the list. I am asking everyone to help me out and vote for my entry. Also pass on to your friends to have them vote as well.This should hopefully allow me to start off a small business which I can slowly grow over time.Please help me set-up an internet brigade to help me out of my mess."

read it here : http://www.pinoyexchange.com/forums/showthread.php?p=23378304#post23378304


this is what happened here: urflower sent an an entry to the nestle name a brand promo, "taste of summer". to get people to vote for her entry, she opened a thread in Pinoy Exchange, in the Intimacy & Passion section first asking if it's wrong to sell sex for money. she said she is being tempted to go into prostitution because her family has fallen into bad times. people responded to that thread very well. but eventually, she asked people to vote for her entry, "taste of summer" for it to win so that the she can set a business and stop herself from selling her body for money.

urflower opened other threads in other sections of PEX, one in the "dilemmas" section where there her question was "Should I answer the boy with money? or the one i really like?". the idea is the same thing, she opened a topic asking for advise on a "dilemma" where the issue was the need for money. she allowed the thread to get a lot of responses giving her advise and suggestions, then eventually asking the readers of the thread to save her from her dilemma by voting for her entry in the nestle promo.

read it here: http://www.pinoyexchange.com/forums/showthread.php?t=330073

there was another thread opened in another section but this was a straight out request to vote for her entry in the nestle promo.





to be continued....