How the Internet and New Media Have Changed Branding Strategy
June 16th, 2009by Jessica Miller / BusinessVoice Creative Consultant
It’s been a long time coming, but the old stand-by tricks and techniques used by the marketing industry are fast fading away in the face of new media opportunities and technologies.
Gone are the days of global one-note branding. No longer can we create one message and expect it will be heard in the same way by all the members of our audience. Today’s most successful companies are working towards brand transparency and communicating directly with their customers about benefits, services and products specific to their individual needs.
Noted marketing blogger Jonathan Salem Baskin had this to say in a piece in AdvertisingAge:
If I’m right, you can throw all of those surveys and studies on the imaginary value of your brands into the garbage. Your challenge is far greater than adopting new media; the real experiments — offering the potential of real returns — require that you revisit, and risk revising, your very conception of your brands. Consumers are already doing it for you in every market you’re trying to reach.
And he’s right.
But there’s little to go on in terms of best practices for developing strategy in this new age of communication. So jump in with both feet and learn as you go. Experiment with new platforms, reach out to your customers in places they’re already active. You might just surprise yourself and redefine your brand in the process.
Read the whole article here and let me know what new things you’re trying.
