Mzungu Transdim Expansion Blueprint
Imagine a marketing and branding concept that provides a completely holistic approach to the brand experience, based on a strong knowledge of the customer. While this kind of helps make perfect sense to a individual with any business savvy today, the message had been not these kinds of a simple sell just 5 many years ago. Then, an approach so simple and clear sounded like a foreign language.
The discussion would go something like this particular:
Client: "We have an advertising agency of record that handles our branding and marketing needs."
Agency: "So your ad agency completely understands your customers, develops brand insights, and manages your internet, in-store marketing, direct, consumer intimacy, store design, viral, sales, special events, sponsorships, merchandise placements, and PR strategies along with all the other brand touch points?"
Client: "Hell no! We have different agencies and different internal selection-manufacturers for each of individuals places."
Agency: "So your agency of record (AOR) defined the brand and manages all those firms to ensure brand consistency?"
Customer: "No way. A single firm can'big t perform just about all that."
Agency: "Then who owns the complete brand experience?"
Client: "I assume our CEO will be ultimately liable for that."
Agency: "Oh, so he/she functions with all the current firms to ensure everything is actually on track?"
Consumer: "He/she doesn't have time for that. He/she mainly deals with economic decisions, acquisitions, Walls Street and stuff like that."
Well times have altered haven'capital t they will? The fact is the original agency model offers entirely fallen separate. If a great agency doesn't propose a good integrated branding and marketing model in today'utes evening and age, what opportunity would they have to get a gig? And who may be the AOR anymore? Will be it the mass media agency, advertising agency (now often separate), the digital agency, the retail design group or a brand consultancy?
Today's business world demands a clearer and simpler approach through agencies. Marketing and branding plans has to be explained clearly, executed quickly and measured precisely. It also helps that they're wildly successful. So how do a marketing / branding agency accomplish what had been once the job of as numerous since five separate agencies?
A good thought is to focus on the concept that your best customers very own and drive all great brands. These are generally the those who are already thrilled and fired up about your brand. These "brand warriors" can be found in many different types and are available all over the place, specifically online: Tweets supporters, Myspace fans, etc. These people are valuable because they supply insight into what aspects of the current branding are desirable and are making a positive impact on your target audience - essentially, free market research. The 80-20 rule will be still since solid today as when it was first identified.
The point is, you might too understand this cult customer subculture and their relationship with your brand. Once you perform, you can be out and attempt to clone the behavior. Before you realize it, your little cult of followers and brand warriors will be growing. Make sense?
