Richard Gyrd-Jones

Exploring the impact of silos in achieving brand orientation

Abstract Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand-revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo.

Knowledge sharing in online brand communities

Purpose – The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area that is slowly gaining attention in the literature. In some ways, action has come first as theory struggles to catch up with technological advances. Given that social sharing behaviours (i.e. online social networking) are arguably driving the strategic direction of marketers, it is important to understand the discourse that is being communicated. One such avenue is through participation in an OBC. While it is apparent that research is growing in the OBC area, there are still areas of interest that have gained little attention. Design/methodology/approach – Data were collected using netnography, an appropriate yet under-applied methodological technique used to investigate the consumer behaviour of cultures and communities present on the Internet. Specifically, Facebook ...