When you have a brand as big as Boots, Pampers, Lego or Red Bull, it can be tempting to ride the wave of your brand equity and loyal audience. But despite their heritage, they know how important it is not to rest on your laurels and continuously aim for new ways of keeping your brand fresh.
Below we highlight how these four brands have added an audience-focussed edge to their marketing through specially targeted content.
Poor old Bob Gaskins. I am sure the torture of sitting through 100-plus pages of incoherent and impenetrable charts and graphs was not at the forefront of his mind when he invented PowerPoint in 1987. But over the last 28 years that is the monster he brought into the world, like a naïve Victor Frankenstein armed with clipart and half a dozen random mismatched fonts.
Data analytics presentations are simultaneously overwhelming and underwhelming at the same time. Too much information; not enough insight. For many the adage, boredom punctuated by moments of sheer terror, accurately describes the experience of going through the latest data analysis findings.
As if social media wasn’t bad enough, the commute home can be a minefield of walking spoilers. If we had a pound for every time a total stranger ruined Game of Thrones then we’d definitely give that small fortune to Doppler Labs’ latest Kick Starter campaign.
Here Active Listening is the latest addition in the developing trend of wearable technology. ‘Here’ includes two wireless ear buds and an app, turning your mobile into a remote control so you can adjust anything from the EQ of a live concert to the frequencies of jet engines. This ‘hearable‘ system provides a customisable real-life sound experience, filtering out the everyday noise you don’t want and enhancing the sounds you do.
Day One of Cannes Lions Innovation Festival has gone incredibly fast, but two themes made a big impression on me: diversity and creativity.
The morning saw a fantastic panel about ‘Tackling the Gender Gap in the Global Tech Sector’, with the session kicked off by Sarah Wood, co-founder of Unruly. The best business teams, Wood said, are those that have a good mix of people, and yet only 17% of the tech sector is female and, even worse, this number is declining each year by 0.5%.
Mobile has changed the way we live our lives and the way we shop, but we are yet to see a significant impact in FMCG. We’ve been slow to understand where the real opportunity lies. Mobile apps for brands and retailers abound, but look in store and see how many people are using their phones. And if you see anyone, are they using a shopping-related app?
According to a study by the Harvard Business Review, marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal. Brand loyalty, the thinking goes, is vanishing. But rather than being the cause of the problem, mobile offers FMCG brands the chance to create more shopper loyalty in the form of habitual purchasing.
The proliferation of social media has blown traditional rules of crisis management out of the water. What was once easy to keep a lid on is now public knowledge within seconds and this has massive implications for managing brand reputation.
For communications professionals the emergence of social media technology has completely transformed the way we do our jobs. There are many examples of this, but at the heart of the matter is the fact communication is demonstrably no longer a one way street – our audience talks back.
Programmatic advertising is a broad term for advertising that is bought and sold using data and software. Buying and selling is done automatically and in less than a second. The use of data is key as it means adverts are being shown to a targeted audience on sites they use and at the times they browse.
To fully understand, we need to step back in time and look at how online ads were bought.
Online advertising started by allowing advertisers to buy blocks of impressions on a website. This would be done over the phone or even in person. Very ‘Mad Men’ and everyone would see the same ad when they landed on the website.
Then came real-time bidding (RTB).
Coca-Cola’s latest collaboration with Trussardi celebrates the 100th anniversary of Coke’s iconic bottle design. While a nice bunch of flowers and a letter from the Queen might do for most of us, the Italian fashion house, famed for their leather accessories, have designed a limited edition collection of cans and bottles featuring quintessential Trussardi design.
It’s amazing how liberating having zero reception on your mobile can be. There was a time when people would panic about not being able to check their emails or Facebook, but nowadays more people are appreciating the benefits of spending less time on their smartphones.
VR is edging its way into the conversation here at Cannes, which is interesting as it is still really a technology without any content. This audience likes to see the big creative idea in action to really get it and so far no-one has made the killer piece of content that does more than demonstrate its potential.
But people have already seen enough for them to know this is not another fad like 3DTV.