Hi folks!

Yeah, it's been a while... but I'm back to blogging. Writing with some other friends of mine in a collective blog, for our recently launched brand consultancy company, OAK.

Care to join us there?


See ya,


Pedro.

... O famoso blogger passa assim a colaborar nessa plataforma colectiva, o "Buzzófias", desta feita escrevendo na sua língua materna. E gostaria de convidar os utilizadores deste espaço a visitar esse blog.

Os planos de criação de um espaço virtual novo mantêm-se, estando ainda por definir os contornos do mesmo. Avisarei-vos-ei aquando da criação do mesmo, aqui, num espaço perto de si.


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"Buzzófias" hires Pedro Rocha.

... The famous blogger will now cooperate in the collective blog, "Buzzófias", this time writting in his native tongue (Portuguese that is...). And would like you to stop by.

I intend to create a new site soon, but have not yet defined the platform. Will post about it here, when I have news about it.

"Will it Brand?" is coming to an end. It has been a fun and rewarding experience for me - hopefully, for you too. The reason for this departure is quite simple - the need to refocus, to shed one's skin and evolve into another degree of participation in social media processes. I will try to setup a new website soon, with a more personal tone of voice, as I miss sharing other subjects and opinions not directly related to marketing and branding issues, but that remain sources of inspiration to me.

I will remain available on twitter, facebook and other online platforms though, actively sharing content on these subjects and, having setup a presence elsewhere ( probably a personal site, that I hope to update with content in a regular basis), I'll let you now.



So it's bye-bye for now. I'll catch up with you later :).

Absolute loses fifth of listeners after dropping Virgin Radio brand.

"Absolute radio's audience shrunk by more than one fifth in Q4 2008, following its rebrand from Virgin Radio in September. (...) The station, which rebranded on 29 September after Virgin Radio's acquisition by Times of India group, posted a 23.6% decline in reach year on year in Q4. In London, the station's reach is down 7.4% quarter on quarter and 11.2% year on year."

- Via Media Week.


Clive Dickens, Absolute radio's programme and operations director told Media Week ""The reality of the situation is the Absolute brand is in its infancy and the recall of the brand is always going to reflect that change from a 15 year old brand like Virgin Radio."


What is the present value of a radio station at any given time? I'd say it is as valuable as the amount of listeners it reaches*. If dropping the mother brand lead to a loss of one fifth of the listeners, we can assume that the "Virgin" Brand accounted for 20% of the global value of the radio. Talk about goodwill. And talk about Brand Value...



* Not considering expected future flows.

Want to witness some fresh and powerful word of mouth? Want to observe the ultimate marketing experience - a fan promoting a product JUST BECAUSE HE LIKES IT, NO STRINGS ATTACHED? Then observe this:




I am a daily reader of Jeff Jarvis' content. He blogs, with great depth and excellent rhetoric, about the evolution of media and news at Buzzmachine.com. And has know published "What would Google do?", where he tries to "reverse-engineer the success of the fastest growing company in the history of the world, the one company that truly understands how to succeed in the internet age, and then take those lessons and apply them to a number of industries, companies, and institutions, from carmakers to restaurants to universities to government." You can get the book from Amazon, Barnes & Noble, or Borders. I know I will.