October 18th, 2013
Stay relevant. Stay cool. Stay calm.
To connect to consumers in today’s digital age, there are two very serious questions we need to ask ourselves:
Why should anyone give a crap? Let’s set aside “big data,” “big ideas,” and all those other big marketing buzzwords for a moment (including “real-time marketing”), and simply ask ourselves: “Is this message really relevant?” Or better yet… “Would I want this published to my personal newsfeed?”
Remember, people use brands to assemble their identities and communicate to the world: “This is who I am.” Or even better: “This is who I want to be.” Our marketing solutions should be that targeted, that aspiring, and that relevant—as demonstrated by Oreo’s Super Bowl super tweet during the infamous “Superdome Blackout.” Well done, O-R-E-O
Would I share this? Traditional solutions lead to incremental results. Our solutions should be bold, honest, original, competitive, and buzzworthy. They should give somebody whiplash. And make them want to share it with the world, or scream out like Homer Simpson, “It’s funny because it’s true!”
Even if sometimes the truth hurts. Don’t worry, Brownies. We’ll always love you…unconditionally. (Now that’s a powerful brand.)