New Rules for Brands, Experiential Marketing

The New Rules of Brand Competition
Functional: go from “product feature” to “solution-based” thinking
Social: make your brand a celebrity that is fanned, friended, and followed. Or, create a thematic environment around a value shared by your brand and its customers (e.g. Dove and “the real meaning of beauty”)
Self-expressive: the brand must stand for something so clearly understood, it is cultural currency
Content: become the logical and top of mind source for content centered on what your brand is about.

1950s ad

Marketers finally “get” experiential stunts
Trevelers at Liverpool Street Station in London were surprised one morning last January when several hundred commuters, rather than scurrying onto their trains, started dancing. A day and a half later, the routine, captured by hidden cameras, showed up during a break in the reality television show “Celebrity Big Brother.” The seemingly spontaneous performance turned out to have been an advertising stunt for T-Mobile, a wireless telephone network that used it for a campaign built around the slogan “Life’s for Sharing.”

22adco.600

Reblog this post [with Zemanta]
Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s