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BRANDS have gone
through many near-death experiences. Advertising is facing
up to the hard realities of newer channels, TiVo, Google,
and the nice little problem of the 'never satisfied
customer'.
Big brand companies such as McDonald's and Proctor and
Gamble are tearing up the old playbook. Whether you agree
with the "brand image is dead" crowd, or have second
thoughts about the "there's life beyond the 30-second TV
commercial"
philosophy, it's time to
sit up and take some notes.
Marketers will not only find their own media channels (see
the Adidas 'event' on right) they plan to create their own
media content. The 'Madison & Vine' movement,
something called 'brand journalism,' and Blogging
have shaken things up. If you haven't heard of
syndication, RSS, and
tags, wake up and smell
the <your
brand here>
coffee.
I cover many of these issues for business magazines. But
for a frequently updated analysis of these trends, check
my blog, here at
Hoi Polloi. |
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Adidas staged athletic events in Hong Kong
and Japan, on the vertical face of high-rise
buildings! Timing: The 2004 Olympics
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Hacktivism and something called 'design anarchy' give
advertisers a reason to take stock. |
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THE NEW AD
AGENCY.
Ever since the Internet
crashed their party, ad agencies have been
ever-so-frequently rebooting their operating system.
Digital marketing
agencies have been the tip of the spear of an an
interactive, always-on media revolution underway.
Download PDF. |
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Who says TV is the only place for beer branding? See
Crispin, Porter + Bogusky's, work for
Molson |
