Branding
Branding – the smoke you smell after the impression.
Brands used to be methodically built (sometimes over years, sometimes overnight) with multi-million dollar media buys and gangland-style strong arming.
If you could brainwash via TV, radio and print, you’d have an outside chance at dominating an undominated industry. Focus on something already staked out, and you’d probably be crushed by existing category gorillas and outsized ad budgets.
Today is different. Something changed. The customer now has a voice in the creation of your brand.
Real-time, two-way media channels (e.g. the Internet, Twitter, Facebook, forums, discussion groups, mobile apps, etc.) have empowered Word of Mouth (WOM) marketing like never before.
Back in the day, a little gossip only traveled as far as the ladies’ sewing circle, the cigar rooms at the club or the conversations at the PTA meetings.
Now a kind word (or unkind) travels at the speed of fiber optics – alerting everyone checking email or Facebook statuses. And when the word hits a “hub influencer” brands can be taken down or born overnight.
Want to talk about “branding” in this new, Wild West era?
Want to make impressions that linger in the air and ring the cash register (er, PayPal account).
Let’s talk. Feel free to call us at 562.569.3333 or email us with an inquiry. We look forward to hearing from you!
