Tag Archives: brand strategy
TV is falling to pieces, and this year those pieces will start to make more sense than the whole. Stop thinking “everything,” start thinking “something.” Piecemeal programming will start to replace standard subscriptions as more established brands like Apple, Google, Xbox and Amazon – and newer ones like Netflix, Boxee and Roku – compete to offer more ways to access, easier ways to consume and better ways to engage. It may be just a single show, a series or a channel, but Gen Y doesn’t want to get their TV the same way their parents got it or ultimately to pay for it the same way either. As the last bastions of local news and sports crumble to the Internet, á la carte TV will finally become easier, better and here!
Read MoreConsumers want engagement and this year they are going to get it – with or without your help. They don’t want to just participate in your brand’s conversation; they want to shape it, control it, sell it, evangelize it and even try to destroy it! Consumers are out there doing those things however they can, committing rampant acts of “brandalism” every day to get themselves heard—whether it’s creating video content to tell your brand’s story their own way, championing social causes or lampooning your company’s behavior. They want to get noticed, and they want your brand to react. Sure, big brands like Shell, McDonald’s and Coca-Cola have dealt with this for years, but now no brand – no matter how small – is immune to these spontaneous acts of brandalism. So be aware, and be prepared.
Read MoreLet’s face it, consumers are going to be confronted with more choices and more incentives this year than ever before. Brands will be throwing more freebies, competitions and videos at them; they will be drowning in social and overwhelmed by engagement. And pretty quickly they are going to ask the big question – why should I care? Do I really need another brand marketing to me? Do I really care about this product? Consumers are going to become more selective and if your brand is not clearly differentiated, you’re going to lose out very quickly. Get ready to stop thinking tactically and be prepared to answer the big question – why should they care?
Read MoreSanta goes Digital-Mobile-Social
No longer does the Macy’s Thanksgiving Day Parade Santa Claus usher in a holiday season of window displays. Today’s consumers start their holiday shopping research online and closer to Halloween, nearly a month before Black Friday and Cyber Monday. They use digital, mobile, and social media to shop both in stores and online – digital technology has changed the holiday shopping experience. But how are retail and other consumer brands adapting themselves to the digital-mobile-social marketplace for the holidays? And how can brands stand out in the flurry of holiday marketing?
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