|Just found out that SA has one of the highest mobile call rates in the world! What are we as consumers doing about this? What could we do?|
|Hi Seleso, |
I hear your concern but i feel its all about what the target audience resonates with, and aligning brands favorably in the mind of the consumer. If they are at life stages that are 'insecure', 'pious' or 'aggressive' then our marketing communications will be most effective when we reflect those feelings.. "Redflags" need not be labeled as 'wrong' and often need not immediately be addressed at all. Sometimes we want to dwell on interesting/scary/emotional feelings and issues. (Hence the immense popularity of the horror genre and tear jerking films.) We are all human and our identities are a mash-up of positive AND negative feelings . Marketing is about communicating in ways the consumer can identify with, even if it isn't always our own personal preference. Anyway, Thank you for reading and commenting :)
[Matt Rose] Internationally, Skittles are positioned as self-centered and psychotic. Diesel's latest tagline is "be stupid'. AnimalPak supplements reek of obsession and loneliness, and Bentley embraces its position as supremely arrogant. These ideas are appealing for the same reasons that The Joker is arguably more intriguing than Batman and why Lex Luther is more resourceful and imaginative than Clark Kent.
|Our online identities are to creations and polished embellishments.We carefully prune and manicure our Personal brands, Facebook/twitter have become the magic mirrors of our self-publicizing and narcissistic era.The experience gives users the impression of being on stage, performing in front of an audience who applaud their every gesture and witticism.The more faithfully the virtual mirror reflects us– or how we would like to be–the more we become intoxicated with our reflection. Thank you for the article Sarah. very thought provoking. M|
|Well done to Ard for using the power of online media to help turn the tide on his blunder. He took the time to show that his heart really is in the right place and people are respecting him for 'owning it'. Shame on Russ Dumisani! lol. but there is definitely is a big lesson for brands here especially from a PR perspective. Nice article, thanks!|
[Matt Rose] HTML5 is the latest platform for web development and will make surfing the net much more interactive and media-rich (especially though mobile browsers). This means that, at a fundamental level, it will change the way we consume content and thus as marketers we should start thinking about the practical implications of this.
|Awesome work team!|
|Thanks for the article. I love getting a peek into the future. Got me thinking though. As peoples online identities become more and more personal and practical in everyday life (like grocery shopping). I could easily imagine a situation whereby people have to RICA their avatars!? hello "Orwellian" marketing.|
|Cool! can we bring this to JHB please?! :)|
|Hi Mike, great article. You have articulated pretty well why i always had a queezy feeling in the back of my mind as a strategic marketer whenever coupon buzz was discussed enthusiastically in meetings. Yes, there are appropriate times for coupons but they should not be seen as a sustainable strategy for brands. Especially brands that don't want to wind up in a price war that becomes a race to the bottom! thanks! :)|