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The brand idea
Brand strategy is about attaching a “big idea” to a product or company – one that engages the target audience and is different from others. And in today’s “Media 2.0” world, the media you choose is part of your brand idea.
The media 2.0 explosion
The old ways don’t work so well anymore. Mainstream media isn’t so mainstream due to audience fragmentation, TiVo and other distractions.
The internet, new media and technology is driving rapid change. It’s an exciting world, but a treacherous world as well.
The empowered consumer
Used to be that the brand marketer was in charge of the brand message. The old advertising model was a linear model of one-way communication.
Today with the web, media is multi-dimensional and multi-source. Consumers can control your brand through blogs and user generated content.
The new marketer
Used to be if you had a lot of money to spend, you could build a breakthrough brand.
Now there is so much noise – the fog of marketing – that money alone won’t get you there. You have to engage the audience in new and novel ways with your message and the media you use.
The marketing challenge today
The biggest challenge is getting marketers to unlearn traditional tenets of marketing and control of media.
The challenge is how to orchestrate your brand in the media 2.0 world – a world of micro-audiences and thousands of ways of reaching them.
Talk with us.
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