Comments on: To UGC or not to UGC – that is the confusion http://neildixon.com/to-ugc-or-not-ugc-that-is-the-confusion/ neil dixon's blog, journal, and list of stuff he does Wed, 24 Feb 2010 21:22:00 +0000 http://wordpress.org/?v=abc hourly 1 By: neil http://neildixon.com/to-ugc-or-not-ugc-that-is-the-confusion/comment-page-1/#comment-77971 neil Mon, 14 Jul 2008 10:12:06 +0000 http://neildixon.com/?p=890#comment-77971 To clarify on the name change, BTPodShow is the UK-only brand in association with BT. I have no information either way on whether that name might change to something more Mevio-related. To clarify on the name change, BTPodShow is the UK-only brand in association with BT. I have no information either way on whether that name might change to something more Mevio-related.

]]> By: Drew McLellan http://neildixon.com/to-ugc-or-not-ugc-that-is-the-confusion/comment-page-1/#comment-77969 Drew McLellan Mon, 14 Jul 2008 09:39:54 +0000 http://neildixon.com/?p=890#comment-77969 Also, as an aside, I had no idea Podshow had rebranded. The site still says BTPodShow, and appears to be promoting mainly Motorola and eMusic and BT rather than any independent content. Also, as an aside, I had no idea Podshow had rebranded. The site still says BTPodShow, and appears to be promoting mainly Motorola and eMusic and BT rather than any independent content.

]]> By: Drew McLellan http://neildixon.com/to-ugc-or-not-ugc-that-is-the-confusion/comment-page-1/#comment-77968 Drew McLellan Mon, 14 Jul 2008 09:28:02 +0000 http://neildixon.com/?p=890#comment-77968 The thing that troubles me most is the seeming inability for big advertisers to see past the content itself and embrace what it means for the content to be there in the first place. No one but them is making the association between a dog-on-a-skateboard and their brand. The association when advertising alongside UGC is one of support for the concept of authentic content created by (what are ultimately) their customers. It really comes down to brand values. It may be that a given brand may not particularly be trying to say "we believe in promoting original content and free expression", but by not doing so they are conversely saying "we don't want our shiny clean brand associated with you common people" - and that's never an attractive quality. The thing that troubles me most is the seeming inability for big advertisers to see past the content itself and embrace what it means for the content to be there in the first place.

No one but them is making the association between a dog-on-a-skateboard and their brand. The association when advertising alongside UGC is one of support for the concept of authentic content created by (what are ultimately) their customers.

It really comes down to brand values. It may be that a given brand may not particularly be trying to say “we believe in promoting original content and free expression”, but by not doing so they are conversely saying “we don’t want our shiny clean brand associated with you common people” – and that’s never an attractive quality.

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