Virgin Hotels has had anything but a smooth start. Back in 2010, the idea was to create around twenty-five hip, leading-edge-of-tech, four star hotels around the world. Fast forward to today, and only one hotel will be ready this year – in Chicago – and even that one may not open until 2015. So, what […]
Tagged: brand evangelists
Way back in 2008 Zappos was recognized as an emerging social media marketing leader. Early on, they made a strong commitment to social while other brands were essentially waiting in the wings. As new channels like Pinterest emerged, the company embraced them without hesitation. Zappos management fully grasped the notion that marketing has always been […]
Back in May of 2011 there was an article by Tim Dickinson in Rolling Stone titled ‘How Roger Ailes built the Fox News Fear Factory’. According to Dickinson, Ailes runs the most profitable division of Rupert Murdoch’s News Corp – that being Fox News itself. Here’s a quote from that story: ‘To watch even a […]
Ah, the good ‘ol days. A mere fifteen years ago you could make a decent product, advertise it, and then sit back and watch the profits roll in. There was always competition, but business efforts centered around product benefits, and promoting them. In other words, it was about convincing consumers that what you were offering […]
Cultural relevance is, by definition, a moving target. Times change. Styles change. Technology changes. Fashion changes. Kids don’t want to associate with the same brands their parents use. There’s a fascinating recent article in the New York Times about whether or not movies can ‘escape cultural irrelevance’.
Today, you still need creative advertising of course. But it’s just as important to come up with new ways to tell your brand’s story that will be shared on social media. In other words, you have come up with some news-making event ideas. This is a fundamental change.
There’s an important lesson here: It’s better for your brand to stand for something than have no guiding principles whatsoever. Even if that mission comes with some danger. It’s better to take the risk. If you want to create passion in your evangelists, you have to give them a reason to be passionate.
Today that means more than making a better widget. You need to show your target that you ‘think like they do’. Otherwise, they’ll find someone else that does.
We live in times of information overload. And yet in the midst of all the ever-present noise, your business needs to carve out some small ‘share of mind’ in order to succeed. In essence this is the purpose of all advertising, and on a broader level, all marketing as well. Be noticed, be remembered, or be gone.
Thanks to the Internet and social communication there, we live in an age where the consumer controls the conversation. People want to have faith in brands they like (and sometimes love), but you have to hold up your end of the bargain to make this happen. It’s not business as it used to be. It’s business as it works today, and here’s what that entails:
When you take the time to ask the right questions of your core target audience, you always learn something unexpected. Don’t forget, you’re not trying to find out more information about your own products, what you really want to know is what’s happening in their own lives right now, and where does your brand fit it in?