In this web 2.0 era, consumers can interact with the brand, directly and instantaneously at the touch of a button. I would call the new age of branding ‘interactive branding' to emphasise the importance of active interaction between the consumers and the brand, the brand listening to and answering the consumer life values, and the bonding relationship that arises in the process.

I'd like to highlight three examples of commercial and social interactive branding.

Nike is hosting a Nike plus running challenge as part of its international marketing campaign through its multi-lingual and multi-cultural web site. It ties in with its launch of a new range of footwear that pairs with a high-tech sensor and iPod kit informing the runner of their speed, distance, time and calorie consumption. Consumers are invited to choose their challenge level as individuals or groups. They could even initiate and design their own challenge, and connect with runners from anywhere in the world. Their achievements are recognised online internationally. Further, forums are set up for consumers to interact directly with Nike as well as with the worldwide community. What does this initiative tell us about the brand? A brand that cares for their consumers - their fitness, goals, aspirations and social wellbeing.
Jones Soda is an innovative beverage brand from Seattle, USA. Through its web site, consumers design their own bottle label with a memorable photo and a personalised quote or message, to suit special occasions like Mother's Day, weddings, birthdays, anniversaries and Valentine's Day. Again this is an example of a brand that cares. A bottle of soft drink is not a pricey gift or I should say not traditionally considered as a gift item, but in this case, a commodity has turned into a special decorative memento to both the giver and the receiver, with the brand making the difference.

In the social area, a distinctive example is set by the City of Sydney, which has undertaken a comprehensive research program to assist in the planning of Sustainable Sydney 2030. Other than using community forums and round-table discussions, comments have been collected via the web site which contains podcasts of expert talks to stimulate discussion, and a ‘Future Phone' where Sydneysiders could phone the future and share their vision of Sydney in 2030. Numerous comments from the public are acknowledged and shared on-line. This creative research format draws on the merits of qualitative research for open, spontaneous and insightful discussion. The participatory action exercise also works towards creating a positive interactive experience with the brand.

These examples demonstrate to us the power of interactive branding. It can transform a pair of shoes into a brand that helps set goals, boost morale and meet challenges. It can convert a bottle of soft drink into a brand that helps preserve memories, share life views and bond relationships. It can bond a community and a city with visions of a sustainable future.

Betty W.H.Y. Southgate, director & principal consultant, WHYS Research has launched Interactive Qual, a qualitative research model to assist clients in interactive branding.
W: www.whysResearch.com ; E: whys@go.com.au

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