I like this from Ben Silverman, Co-Chairman, NBC Entertainment and NBC Universal Television Studio.
In an interview, Silverman said the company will develop content and marketing across every medium, "from Twitter to television." He said the idea is to break out of the old media paradigm that centered on the 30-second TV spot. "Attention is the toughest commodity to harness," he said. "To get people's attention you have to disrupt, you have to make things part of the culture, not just part of the marketing."
Mr. Silverman has one thing correct. If you are to build a lasting brand that consistently grabs the attention of your target audience, it has to be lived out in more places than just marketing. It has to become part of the fiber or culture of your organization and the individuals tasked with creating the brand experience.
If your brand positioning strategy is solely a marketing initiative - when customers and prospects encounter your organization - your brand promise will ring hollow. Brand is a promise you are making your customers. You have to be purposeful about ensuring they experience your brand at three places - 1) pre-sale 2) during the sale and 3) post-sale.
If you work with our Indianapolis based marketing firm, you can be certain we will help you not only integrate your brand message into marketing communications, but also make recommendations on how to bring your brand message to life within the operations of your organization.
Make certain your company is living out its brand promise throughout operations and not just in its marketing message.
In an interview, Silverman said the company will develop content and marketing across every medium, "from Twitter to television." He said the idea is to break out of the old media paradigm that centered on the 30-second TV spot. "Attention is the toughest commodity to harness," he said. "To get people's attention you have to disrupt, you have to make things part of the culture, not just part of the marketing."
Mr. Silverman has one thing correct. If you are to build a lasting brand that consistently grabs the attention of your target audience, it has to be lived out in more places than just marketing. It has to become part of the fiber or culture of your organization and the individuals tasked with creating the brand experience.
If your brand positioning strategy is solely a marketing initiative - when customers and prospects encounter your organization - your brand promise will ring hollow. Brand is a promise you are making your customers. You have to be purposeful about ensuring they experience your brand at three places - 1) pre-sale 2) during the sale and 3) post-sale.
If you work with our Indianapolis based marketing firm, you can be certain we will help you not only integrate your brand message into marketing communications, but also make recommendations on how to bring your brand message to life within the operations of your organization.
Make certain your company is living out its brand promise throughout operations and not just in its marketing message.
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