Celine’s Post: https://blogs.ubc.ca/celinechen/2014/10/05/post-4/
Original Article: http://www.forbes.com/sites/strategyand/2014/10/01/why-content-marketing-is-a-team-sport/?ss=salesmarketing
Referring to the Positioning article, it seems that even 30 second old ads can become stale
in the matter of minutes as the rest of the world moves onto other things. In a fast-paced environment like ours it’s no shock that we are overloaded with information to the point where it’s overwhelming to process it all at once. It is a time consuming task and the art of synthesis vanishes as we try to capture each piece of information and condense it so we can refer back to it in time of need in our minds. Because we try to categorize things, we sometimes lose the actual value of whatever it was we saw in a few simple words since it’s in comparison to its competing brand/company. Celine’s right about the fact that consumers then vs consumers now are much more different. We are much more aware, we have a vast network of information at our hands and we get bored fast and it’s important as marketers to always keep their brand changing, evolving, innovating because we all are, all the time.
Another thing that was interesting was the contrast between letting the consumer experience
the brand for his/herself or letting him/her experience the brand value. I think each is capable of maximizing positive reactions depending on the situation. When it comes to beverages and such, letting them experience it doesn’t hurt, but when it comes to high end fashion or anything for that matter, I think the specialty is definitely in letting the consumer get a feel for the brand just how luxurious and high end it is before letting them come to a decision. It creates an image of their minds of the kind of person they admire to be in relation to that brand which is a great incentive for the consumer to purchase anything.
The final interesting point brought up by Celine was that more often than not consumers do
Immediately disregard anything they see or hear on ads that is not consistent with either their own experiences or beliefs. Which is extremely accurate. How many times you have dismissed a TV show because you couldn’t relate to it? Or flip the channel past some infomercial because you had no need for the product the brand was selling? If it’s not something that interests you, or something that you are striving to get/be you have no care in the world towards it. I agree with Celine when she says that the best way to market a brand is to leave consumers with a positive memory or message of it.
