When you spend the better part of a week with people who build brands for Coke, Nike and HP, you expect four days of vision, strategy and positioning. Our president went to the Sustainable Brands Conference in Monterrey anticipating heaps of high-level thinking. What he got instead was a whole lot of fun and games.
It seems like every month, digital communication evolves into some new life form. While there seems to be no end to this evolution, what is ending is a time when creative content producers could forget about media and concentrate solely on the message. Here’s why today’s creatives must adapt or die.
Speaking of new communication life forms, have you checked in with Foursquare, Gowalla or Loopt lately? These GPS-based social media offer uncharted opportunities for businesses to connect with customers and keep them coming back. Start mapping this
new world of mobile marketing.
With all the new media toys out there, it’s hard not to leap into the sandbox and start playing. But before you begin throwing ideas and money around, ask yourself this: what are we trying to accomplish with our marketing communications, and do these new tools offer the best value toward achieving it? Here’s why you should always keep strategy ahead of tactics.
