Debris (Ship)
Imagine a marketing and branding concept that provides a totally holistic approach to the brand experience, based on a heavy knowledge in the customer. While this kind of helps make perfect sense with a man or woman with any business savvy today, the message had been not such an easy sell just 5 many years ago. Then, a great approach so simple and clear sounded being a foreign language.
The dialogue would go something like this kind of:
Client: "We have a good advertising agency of record that handles our branding and marketing needs."
Agency: "So your ad agency totally understands your consumers, develops brand insights, and manages your internet, in-store marketing, direct, client intimacy, store design, viral, sales, special events, sponsorships, merchandise placements, and PR strategies along with all the current other brand touch items?"
Consumer: "Hell no! We have different agencies and different internal choice-producers for each of people places."
Agency: "So your agency of record (AOR) defined the brand and manages all those firms to make certain brand consistency?"
Customer: "No way. A single firm can't do almost all that."
Agency: "Then who owns the total brand experience?"
Client: "I guess our CEO is actually ultimately accountable for that."
Agency: "Oh, so he/she operates with all the current firms to make certain everything will be on track?"
Consumer: "He/she doesn'big t have time for that. He/she largely deals with economic decisions, acquisitions, Walls Street and stuff that way."
Well times have transformed haven'capital t these people? The truth is the traditional agency model has entirely fallen separate. If a great agency doesn't suggest an integrated branding and marketing model in today's evening and age, what opportunity would these people have to get a gig? And who is the AOR anymore? Is it the press agency, advertising agency (right now often separate), the digital agency, the retail design group or a brand consultancy?
Today's business world demands a clearer and less difficult approach through agencies. Marketing and branding plans has to be discussed clearly, executed quickly and assessed precisely. It also helps that they're wildly successful. So how can a marketing / branding agency accomplish what was once the job of as much as five separate agencies?
A good idea is to begin with the concept that the best customers very own and drive just about all great brands. These are the those who are already excited and fired upwards about your brand. These "brand warriors" come in many different types and can be found almost all over the place, specifically online: Twitter supporters, Fb fans, and so on. These people are valuable because they supply insight into what aspects of one's current branding are appealing and are producing a positive impact on your market - essentially, free market research. The 80-20 rule is still because solid today as when it had been first identified.
The point is, you might as well understand this kind of cult consumer subculture and their relationship with your brand. Once you do, you can go out and attempt to clone the behavior. Before you know it, your tiny cult of followers and brand warriors will be growing. Make sense?
