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on Advertising
Casting Confident Brands Admap DOWNLOAD REPRINT
Too often product placement is
not seen as part of the overall longterm
brand strategy. The thought is
to get it in and get it visible. But we know
the rules have changed and the consumer
is filtering out more and more messages,
as the media landscape becomes more
and more cluttered. To get past this is all
about finding the ideal venue to demonstrate
honestly the 'coolness' of the brand.
As video-on-demand and mobile content
delivery evolve from mass to niche market,
it becomes easier to alienate people.
Now we need to get closer and focus in to
get these new techniques to work.
Can Consumers Own the Brand? Admap DOWNLOAD REPRINT
Exactly who is holding the reins on brands these days? Does it really
matter? Or should branding be
more about the way a campaign evolves,
rather than from whom or where? With
everyone talking about how much power
the consumer wields, the advertising
industry is in desperate need of embedded
consumer insight.
Branding now requires a deeper
process, yet the dilemma of unearthing
consumer niches and their nuances calls
for a major overhaul. It takes time to cultivate
and invent the intangibles necessary
to a brand's longevity. Keeping a brand
cool and relevant means finding authentic
sources of influence sooner than the influencers
- like knowing biker culture is
about to rock the world before Justin Timberlake
is seen wearing a Von Dutch hat.
How to Market Brands
in a People Economy Admap
DOWNLOAD REPRINT
Brand marketers are in the
midst of a fundamental shift in
human behaviour and consumption.
Getting increasingly more elusive
and enabled by networked personal
technology, consumers are moving from
mass market to multiplying custom
markets. Today's emerging demographic
segments and affinities devalue traditional
consumer market boxes.
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© Copyright Admap.” “Admap articles reproduced with permission of Admap, the world’s primary source of strategies for effective advertising, marketing and research.
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