The power and reach of social marketing is transforming the capability of brands large and small to reach and communicate with audiences in ways that were never possible before the birth of this medium.
At the same time brand intelligence through big data is enabling one-to-one personalised dialogue with consumers and indeed enabling brands to deliver bespoke products ‘made for me’.
Hence conventional broadcast media seems largely outdated, unless you are a mass market product where everyone is a potential purchaser, or a manufacturer of high value products such as automotive which still relies heavily on television advertising augmented by outdoor media and conventional direct mail – such is the need for these brands to gain market share at the expense of a competitor.
The super-commercials created by the automotive sector adopt sound marketing principles and no-one, other than perhaps the beauty industry, understands more how important brand image is in converting a potential purchaser into a brand die-hard.
BMW famously said ‘What you make people feel is as important as what you make’.
How true – we all know that the difference between a brand and a commodity are the intangible emotions of how owning or using a particular brand makes us feel and what we believe it tells our world about us.
Away from luxury, high value goods what can other brands learn from these principles and in particular, how can they capitalise on the ‘always on’ aspect of social media and our insatiable appetite for always being connected, even to the banal?
Some of my recent work has led me to coin the phrase Brandketing.
Brandketing is the creation of holistic marketing concepts inseparable from the brand itself.
The essence behind the brand powers the marketing thrust and provides the platform for exciting, disruptive, engaging and behaviour-changing communications.
Unlike conventional brands and marketing, brandketing demands the creation of brand concepts and stories which readily extend from the brand into marketing rather than the creation of marketing ideas which are abstract and only relate to the brand itself through association.
Thinking again about automotive advertising one might argue that no manufacturer owns ‘a brand style’ that not only is synonymous with the brand but also conveys the essence of the brand, the reason to believe and the reason to purchase – with the exception perhaps of the Audi heartbeat.
Brandketing offers a cost-effective, efficient super-engaging mechanic to both launching and establishing a brand. A way of creating a super-strong relationship with its audience which resonates with the very DNA of the brand and provides a rich vein of ideas for creating a one-to-one dialogue with a mass audience via social media channels.
Take a look at Food Brand Strategist for some insights into how I help clients launch new food and drink products.
And take a look at BoomBod as an example of my work.
If you’d like to explore how I can help you with your new food product launch, ping me an email so we can schedule a call.
Call: +44 (0) 207 205 2998 or email today for an initial chat.