Upheavals
Branding 3.0
As social media makes more and more in-roads into popular culture, particularly amongst the young, advertisers are starting to recognise the power of building branded communities, both online and off (even though I reckon they haven’t worked out the money model yet). Brands are crowding onto social media sites to build presence and gather followings.
To me, this is potentially the third step in the evolution of branding – from individual identity (first phase) to individual experience (second phase) to collective identity, reinforced by strong individual experiences that people can share (third phase).
Integrated marketing is giving way to real time interactive marketing. Relationships with no ad breaks. Are you ready for that? How are you going to fund that?
POSTED: Friday, 22 May 2009
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