Easier Said Than Done: Real-time Marketing
Real-time marketing is all the rage, and definitely can produce a positive impact on brands. Advertising Age addresses the phenomenon this week, defining the marketing strategy as “one of the most powerful methods of story telling for brands.” That can certainly be true – if brands are sharing the right story. We shared our insights on the social media content marketing trend and agree that it can be great when done correctly but it...
How Social Media Can Eat Brand Value – and Profits
The long-term health of brands is in decline. Over the past decade, fewer consumers recognize meaningful differences between brands. Both the rise in generics from recession-squeezed budgets and the easy access of social media have contributed to a reduction in perceived brand differentiation that will accelerate dramatically in the coming years.
How Does Competitive Advertising Affect Your Brand?
Every advertiser worries about competitive advertising – you take note when your competitors introduce new ads, and you wonder how well their advertising is working. You might even conduct research to assess consumer reactions to their ads.