{"id":7709,"date":"2014-01-14T09:36:51","date_gmt":"2014-01-14T14:36:51","guid":{"rendered":"http:\/\/ianchadwick.com\/blog\/?p=7709"},"modified":"2014-01-14T14:24:49","modified_gmt":"2014-01-14T19:24:49","slug":"brands-buzz-going-viral","status":"publish","type":"post","link":"https:\/\/ianchadwick.com\/blog\/brands-buzz-going-viral\/","title":{"rendered":"Brands, Buzz & Going Viral"},"content":{"rendered":"
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\"Municipal<\/a>My third book for Municipal World,<\/strong> Brands, Buzz & Going Viral<\/em>, has just been published as part of the Municipal Information Series. I received my author’s copies yesterday.<\/p>\n

I am very proud of this book; it took a lot of work to research and write. I enjoyed writing it. I hope my municipal readers find it both informative and interesting.<\/p>\n

I am also delighted to be able to share my knowledge and experience with others in the municipal governance realm across Canada. It’s a humbling experience to be among the respected authors and experts in MW’s stable – authors whose books I have bought and read ever since I was first elected, a decade ago.<\/p>\n

It is nice to be able to add a voice from Collingwood to their ranks, so show the rest of Canada’s municipal politicians and staff that we’re not just a pretty place to live; that we can be leaders in the areas of governance, that we can be be forerunners for ideas and knowledge.<\/p>\n

Brands, Buzz & Going Viral<\/em> is subtitled “A sourcebook of modern marketing strategies, tips and practices to promote your municipality<\/em>.” Unlike my previous two books, it includes considerable material culled from printed and online sources: quotes with links and references back to them, and a healthy bibliography at the back.<\/p>\n

BB&GV<\/em> covers a wide array of related topics. While working on the book, I purchased and read dozens of books on marketing, advertising, public relations, branding, destination marketing, storytelling, communication and social media. I also went online and read thousands of articles and posts on the sites of experts, practitioners, and professional organizations. I listened to podcasts, watched slide shows and video lectures. I subscribed to email newsletters about PR and marketing.<\/p>\n

Along the way, I learned about such topics as gamification, advocacy, cohorts and influencers, content marketing, infographics, newsjacking, viral marketing, reputation management, corporate social responsibility, crisis management, integrated marketing, rebranding, market research and persuasion. Some of which I had experience in, but I renewed my own knowledge as I researched. I hope I am able to apply my new knowledge to help formulate ideas and strategies for our town’s future marketing and economic development strategies.<\/p>\n

The folder of PDFs printed from websites I read as resource material for the book is 2GB in size, with more than 1,100 files. (Contact me if you are interested in this source material.)<\/p>\n

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My library of printed sources runs a gamut of ideas almost a century wide: from Edward Bernays’ 1923 book, Crystalizing Public Opinion<\/em> to PR and marketing textbooks published in 2012. The bibliography runs a full six pages; four of them for printed resources. I plan to donate many of the books I purchased for my research to the local library this year.<\/p>\n

The internet has provided a rich resource: all major companies, pundits, practitioners, theorists, and professional organizations have sites, many with their own publicly-accessible libraries of articles, ideas and debates. I was particularly interested to read the airing of issues like ethics and negative campaigning on some of them.<\/p>\n

In my research I looked for three main areas:<\/p>\n