![]() ![]() To stay ahead today, brands must show themselves capable of reinvention, even disrupting their own model in order to remain relevant and fresh – before someone else does. In the past, successful brand performance was about continuity, delivering the same reliable product time after time. As well as monitoring social media, marketers track brand attributes and sports trends, keeping Gatorade on top of what’s important to fans. Gatorade has set up a ‘Mission Control Center’, a war room to oversee the brand’s performance online. Marketers need to think about what new processes and partners will best support them in the short term as marketing departments gradually evolve toward this new reality. Those who manage brands must have the flexibility to wear different hats and adapt as required: from brand manager to community manager, brand guardian to brand journalist, from content creator to curator, leader to listener. Shift 4 – from single to multiple marketing rolesīrands are expanding the roles they play in people’s lives, developing multi-dimensional relationships with their audiences. Result: brands can no longer control the way in which consumers interact with their messages.īrands need to rethink their approach – and engage in two-way conversations that reflect the way people consume content today: modular, multi-channel, accessible at any point.Ĭhipotle gets across its message of ‘Cultivating a Better World’ through short films, an online game, a song available on iTunes – which in turn link back to rewards at their restaurants. In a world of fragmenting touch-points and proliferating content, the notion of a linear customer journey is simply irrelevant. Today’s consumer has a T-shaped attention span – scanning broadly and quickly over content and diving deep when they find something of interest. This purpose will drive all forms of activation, and should be demonstrated through actions, not just words.īrands need to move from static transmitters to purposeful, active enablers.ĭove has taken its purpose off the page and into action by establishing a fund to educate young people on a broader definition of beauty. ![]() Brands need to have an active purpose at their core that frames the conscious role they play in people’s lives, the value they will bring. Talk is cheap – it’s what you do that counts. Red Bull has evolved from an energy drink into a media empire, creating deep experiences across channels that the audience truly values. ![]() Shift 1 – from products to experience ecosystemsīrands of the future don’t just sell products or services: enabled by technology, they create inspiring content and experiences that engage people in their brand world…a world where each interaction (and that includes marketing) adds as much – or more – value as the product itself.īrands must stop thinking just about pushing communication – and start thinking about creating content that holds genuine value for their audiences. There are seven paradigm shifts each has a clear implication for how brands need to change, and examples of brands that are getting it right. So, how do you navigate this uncharted territory – and determine what this change means for marketing thinking and behavior? Here’s your navigation aid… It’s a fair bet there’s no-one left in marketing today who isn’t constantly reminded how fast our industry landscape is changing – it’s a jungle out there. Trying to find your way round the new marketing landscape? ![]()
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