08/07/2006 09:07:00 PM 
(2) 
(2) The point of all this is simple, when it comes to peer production, there aren't many peers that produce. Putting a post up on Digg isn't that creatively demanding, but very few people do it, so these few that do have considerable value.
If you flip this into the brand context, there are some important implications.
In simplistic way, there are now five types of consumers that a brand can have.
1. Non-Users-
2. Brand Users- they simply use the brand nothing more
3. Brand Loyalists- they are loyal to your brand- they keep buying it and account for a substantial proportion of sales and profitability
4. Brand Conversationalists- They are the "noisy minority"; loyalists that generate the most positive noise about your brand. They blog, they post comments. They aid the positive buzz about your brand and products. The talk and generate WOM.
5. Brand Haters- These are non-users. In fact, they hate your hate brand and they are only too happy to tell people.
Users and loyalists are informed by the Conversationalists and sometimes the Haters, so what's a brand to do?
In a world of "Peerage Production" you must ensure the Conversationalists have the forums and the incentives to contribute to the conversation and that you have answers for the Haters.
Beyond that, how can you turn Users and Loyalists into Conversationalists?
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Same as it ever was, but better
Brands have always been subject to small numbers of loyalty influencers, be they critics, media, consumer advocacy groups, or next door neighbors. Two factors are different now: the number of influencers is potentially greater (Digg is just one example, not a representative sample), and influencers can now more easily co-develop with consumers information about brands whose products are either fantastic, don't work, are dangerous, or are too costly in their life cycles (e.g., child labor, pollution). As influencers and consumers merge, the aura of brands should melt. I say that is a good thing.
Posted by Dick Rowan on 08/08/2006 12:33 PM
Brands have always been subject to small numbers of loyalty influencers, be they critics, media, consumer advocacy groups, or next door neighbors. Two factors are different now: the number of influencers is potentially greater (Digg is just one example, not a representative sample), and influencers can now more easily co-develop with consumers information about brands whose products are either fantastic, don't work, are dangerous, or are too costly in their life cycles (e.g., child labor, pollution). As influencers and consumers merge, the aura of brands should melt. I say that is a good thing.
Posted by Dick Rowan on 08/08/2006 12:33 PM
It appears you don't have Flash installed.
what about brand ignorers? where they use the brand but don;t care