No time like the present to get touchy feely
BRANDED CONTENT, social media, experiential marketing, buzz.
These three concepts are the ones that brands need to increase their awareness and use of in this God-forsaken downturn.
However, I fear there is a danger in these tough financial times of these almost essential ways of giving customers a brand experience they will remember and act on being relegated and worse – dismissed – because they aren’t considered “core” to the proposition in question.
It would be very short-sighted and possibly suicidal for board directors to turn their backs on the very tools that will keep their customers close in these impecunious months, and possibly years.
They would be completely wrong not to invest in building their brand’s equity as this is precisely the time to embrace these marketing channels and ways of comunicating with people.
Why? Because when people are not spending they need to have their belief in a brand reinforced through the “touch and feel” of that brand.
This, and only this, in a downturn gives the brand’s DNA a chance to come to life, to inspire loyalty and interest.
ROGER WILSHER
CEO, Aspect Media
