Rock Troll
Imagine a marketing and branding concept that supplies a completely holistic approach to the brand experience, based on a deep knowledge in the consumer. While this kind of makes perfect sense with a man or woman with any business savvy today, the message has been not such an easy sell just 5 many years ago. Then, a great approach so simple and clear sounded like a foreign language.
The dialogue would go something like this:
Customer: "We have a good advertising agency of record that handles our branding and marketing needs."
Agency: "So your ad agency completely understands your buyers, develops brand insights, and manages your internet, in-store marketing, direct, client intimacy, store design, viral, sales, special events, sponsorships, product placements, and PR strategies along with the other brand touch items?"
Customer: "Hell no! We have different agencies and different internal decision-makers for every of people locations."
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 carry out just about 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 works with all the firms to ensure everything is on track?"
Customer: "He/she doesn'big t have time for that. He/she mainly deals with economic decisions, acquisitions, Walls Street and stuff like that."
Well times have transformed haven'big t they? The truth is the standard agency model provides totally fallen apart. If an agency does not propose a good integrated branding and marketing model in today'ersus day time and age, what opportunity would they will have to get a gig? And who is the AOR anymore? Will be it the press agency, advertising agency (today often separate), the digital agency, the retail design group or a brand consultancy?
Today's business world demands a clearer and simpler approach from agencies. Marketing and branding plans has to be explained clearly, executed quickly and measured precisely. It furthermore helps that these are wildly successful. So how do a marketing / branding agency accomplish what had been once the job of as much because five separate agencies?
A good idea would be to begin with the concept your best customers own and drive almost all great brands. They are the individuals who are already excited and fired up about your brand. These "brand warriors" are available in many different types and is available almost all over the place, specifically online: Tweets followers, Fb fans, etc. These people are valuable because they offer insight into what aspects of your current branding are desirable and are producing a positive impact on your target audience - 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 cult customer subculture and their relationship with your brand. Once you do, you can go out and attempt to clone the behavior. Before you realize it, your tiny cult of followers and brand warriors is actually growing. Make sense?
