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Noah Brier has come up with an interesting way to explore word associations for several popular brands. He calls them brand tags. You can contribute to the brand cloud by adding your own input.
Since celebrities, in essence, are strong personal brands, he is using the same concept in that category, too. Check out celeb tags.
Last week I posted about a YouTube video on the future of advertising from Ben Hourahine at Leo Burnett, London (see below). The Slideshare deck above provides another great overview on that same subject. It’s from Paul Isakson.
There are some prescient quotes in this deck from some of the people on the front lines of the digital marketing frontier, as well as some powerful slides on branding and insights. Thanks to David Armano for the point on this one.
While most companies these days have learned to take advantage of marketing opportunities on the World Wide Web, there aren’t many that are bold enough to leave traditional TV spots behind entirely to pursue a relatively low-budget magazine, billboard, and web campaign. Meet Pacifico, a Mexican import beer that has done just that.
A recent New York Times article highlighted the small beer company’s marketing tactics. Based in the Western United States, Pacifico has been looking to branch out for a while now. The company has a small market share (less than 1% of domestic giant Bud Light), but is growing rapidly. Sales volume has increased at a compound annual rate of 14.8%, and the brand is continuing to gain popularity across the nation.
Starbucks reported last week on its ambitious plan to provide free Wi-Fi at more than 7,000 company-owned locations across the nation beginning this spring. That means you can get your fill of a double-tall non-fat no-whip half-the-mocha mocha plus a serving of free broadband to boot.
Marketers and marketing firms are accustomed to categorizing the world of commerce into business-to-consumer (B-to-C or B2C) or business-to-business (B-to-B or B2B). All of this neatly assumes that the marketer is the sender of the brand message to a specific audience. It also assumes you can classify individuals into a giant segment of spenders called consumers.
This is old world, mass-media, marketer-in-control thinking. Today, a good portion of brand communication goes on at the individual-to-individual (I-to-I) level. Smart companies know this, but there still remains a substantial amount of marketing rooted in the antiquated command-and-control style.
