As Marketing becomes Emotionalizing…Why I think we love Pinterest and Instagram.
Brands are certainly challenged with their new role. Transitioning from a product focused approach is somewhat frightening and can be intimidating.
Still, a brand must consider the alternatives and understand that the process has been disrupted.
Image: Pinnable Business
People are a living part of your business and want to be involved.
A brands new role is centered on service. Offering the resources people need and enabling “Life”…everything and everyone!
The narrative is always changing…
In 2012 we hope to see brands imagine the possibilities. People are keen to be social adventurers, always exploring, hoping to discover and anxious to share “found” treasure with their connections. Emotion…I think this is one reason why Pinterest has quickly captivated our attention.
Maggie’s Brand and Maggie’s Message
Marketing is no longer the objective, even social media continues to change. For instance; savvy social brands are able to subtly nurture connections. Whilst enabling people to discover products, they also benefit from the natural connections that occur from sharing. This is a very different form of influence. It’s real! This type of influence starts with emotion builders, content that is authentic, and messages that portray conviction.
“Improves the look of” You may have tested and retested marketing messages, but with a less than authentic tone and a true conviction, this type of message is less likely to be effective. The sincerity found within people-to-people content is more promising and often a part of the reciprocal process within a cycle-of-courtesy.
Prepare for continuous distraction, as real-time substance meets emotional connections. The dominance of “original” content will likely rank absolute and continue to be widely expressed. Start here: Celebrate original and remain flexible so that you can instantly respond, reward and convey ideas.
Nike relentlessly focuses on marketing. In Collaboration and Co-Creation, we explore Nike challenging traditional with their commitment to connecting within social environments. Now we see Nike emerging with even more purpose and enabling branded experiences.
Nike is extending the Nike brand experience through an invite-only basketball court in NYC. Nike has renovated a distressed gymnasium within a residential building. As part of Nike’s #makeitcount New Year’s campaign, the Masaryk building has an unbelievable gym and Nike has court-side evidence of a sincere commitment to making “it” count. An ideal extension of the Nike brand experience!
Nike continues to enable…Fuelband keeps you active while you make it count!