Brand Bytes Blog
Anticipation, driven on by curiosity, is at the heart of more than scary movies. It’s what drives the best stand-up comedy, sports events and the nightly news. And, yes, even good advertising.
Let’s face it – humans are no strangers to rivalries, and are happy to pick a brand, become a fan, and continue the argument. As brands have learned, this can drive up loyalty through a feeling of belonging and can be very hard to unseat.
In days of yore, advertisers interrupted the regular scheduled program with a brief message. But those days are over. Viewers can watch what they want, when they want, and how they want. And no one wants their viewing experience interrupted.
Peter Drucker, the original management guru, once taught, “If you can’t charge a premium price for your product, then you don’t have a brand.” So how do brands get to charge that premium?
It’s easy to forget that it actually has not been that long that we’ve used the word ‘conversation’ to describe what happens between a brand and a customer. Conversations were not the norm as brands pushed out ads that were once unskippable and contacting the brand...
As we walked out of IIeX North America last June, I declared to my colleague, “I’m going to speak in the New Speaker Track at IIeX next year!” Naturally his response was, “That’s great… but what are you going to talk about?” I didn’t know for sure, but thought that...