Wish to improve your marketing effectiveness in the social age? Keen to develop a unique and distinct advantage for your business?
The answer to this may very well lie in one of the oldest traits of humanity. Namely, your personality.
Have you wondered how Coca-Cola became the world’s leading brand?
Well, thanks to Coca-Cola, I’m about to find out.
I’ve been selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder’s Day ceremony and an Expo Celebration Concert.
A good storyteller (like JK Rowling) makes a great marketer (Courtesy of tutor2u.net)
All this talk about conversational marketing, social media marketing, Word Of Mouth (WOM), and the spread of ideas can be boiled down to a few things.
One, the old ways of doing things are no longer relevant.
Transmedia in a diagram (courtesy of Seize the Media)
Crossing various media platforms (or Transmedia, a term which is well expounded by Kevin Lim) isn’t something new in the world of marketing communications. We have always done that in our ever desperate bid to attract eyeballs, visitors, and revenue in an increasingly crowded marketplace.
Witness how quickly the emergence of communication technologies like the printing press, telephone, radio, television, websites, mobile phone, huge electronic billboards, bus stop shelters, and building facades are used for advertising purposes.
Are these brands or logos? (Courtesy of search-this.com)
What is a brand? How does one understand the art and science of branding in the digital driven age?
First, a brand is not a logo. Certainly, logos represent one dimension in the embodiment of corporate or product brands. However, they are just a visual representation and a signpost rather than the true meaning of the brand itself.
In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response.
Consumers and corporate buyers are increasingly spoilt for choice. Selling based on price alone is no longer sustainable in the long haul.