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Showing posts from March, 2017

Adidas kills TV. Now, let’s debate

The News: Adidas is ditching TV for digital. The company is looking to boost its e-commerce revenues from $1.06 billion in 2016 to $4.25 billion by 2020 — and Adidas wants to use digital channels to get there. The Rationale: Fish where the fish are. Younger consumers don't watch TV anymore. They spend most of their time on their mobile devices. The Controversy: Why do they want to ditch a medium that is allegedly more "critical" to the brand and that generates more sales than digital? Here we have the Debate between TV and digital: Media Consumption TV: People are watching TV now more than ever.  Digital: People are consuming media more than ever, but mostly through digital devices. The Fact: In 2017, people are projected to spend 6 hours on digital – with the majority being mobile devices - while only spending 4 hours consuming television according to the eMarketer forecast. Younger viewers watch 2.5 times more internet video than TV. Consumers aged 13-24 watch 12.1 hours …

How Cool Brands Stay Hot: Aim for Love, Not Likes

Love is an unconditional emotion while like is a more watered-down version of love. Loving someone means that he or she means everything to you while liking someone implies that you are only happy being with that person. Love involves deeper, stronger emotions, while like is more of a tender feeling towards that special someone. In a world of infinite choices, love is everything. Like is a nice to have.  Today, we live in a world of abundance, where people intent to create content surpass their time to consume it. Video content is much easier and cheaper to produce than at any other time in history. YouTube sees 400 hours of video uploaded every minute. Facebook has more than 250,000 status updates in the same span. We could never read and see everything online.  With unlimited possibilities and limited time, we pay sustainable attention to what we love and divided attention to what we like. We spend hours watching Homeland and give our divided attention to our news feed on Facebook. …
These days, we navigate life through search. We search to eat, to learn, to travel, to date, and to find work. We search during the moments that matter on our mobile devices. Search gives us super powers. Search makes us faster and smarter, but it also gives us a taste of our average. Search engines push content based on our consumption behavior or people “like us" behavior. We have gotten trapped in the limitations of algorithmic recommendations. No surprise from discovering something we loved but didn’t expect. We watch the movies that we are supposed to watch. We dine at the restaurants that we are presumed to dine. We shop where we are expected to shop. To escape the tyranny of the average, we follow the few brave souls that are breaking the mold. People willing to defy the norm and become the tastemaker of their destiny. They are the new curators in this age of abundance. We call them influencers. They give us a search result that is imperfect, irrational, unexpected, but m…

Branding is Commerce. Commerce is Branding.

We grew up viewing these two worlds in isolation, like oil and water. In brand marketing, "branding" represents the emotional world; commerce is the rational one. Branding provides purpose and identity. Commerce gets people to transact. We create different tribes to manage these worlds. The brand team is comprised of liberal art majors. The commerce team is comprised of science majors. We arm them with different weapons and measure them in a variety of ways. Branding uses mass media. Commerce focuses on direct marketing. Awareness and perception measure branding. Conversion and sales measure commerce. We called this model "pray and wait," which is inefficient and dark. We had a limited view of who was going through the purchase funnel. We experienced significant drops during each stage without knowing why. Hence, we focused only on the top, "the brand," and the bottom, "the commerce." We neglected the middle, "consideration," which wa…

Living in a State of Brand Neutrality

Today, we eat, shop, and drive through our mobile devices. We solve unexpected problems and make big decisions at the moment. We are more loyal to the need of the time than any particular brands. Even though we live in the moment, most of the marketing dollars are not in the moment. This gap creates three breeds of brands; passive, active and neutral. Active brands, which are in tune with today's reality, have the edge. Let's take a closer at these three breeds. Passive Brands: The Dreamers Passive brands lead with traditional advertising, regardless of the channel (e.g., TV, radio, print, and digital banners). They don't require the audience to participate or co-create the experience. They just need them to pay attention. The problem is that this model requires a lot of money, time and discipline to work; Mass media is expensive. Changing attitudes through passive comms takes time. And most brands lack the discipline to stick to creative platforms for years. If you have d…