Put Some Authenticity Into Your Mix
In an increasingly connected yet disconnected world, consumer’s access to information and ability to influence brands online is bitter-sweet. Marketers now face the challenge of connecting with a highly aware and even more skeptical audience. How can brands successfully achieve connectivity?
In this session, I will present a few case studies from my work in the Caribbean and Latin America and discuss the importance of a clear brand strategy and its effect on messaging, social marketing/social change and overall engagement in a cluttered environment. I wish to show the comparisons of culture but emphasize that no matter where you roam, content and context is everything in the marketing mix.
Finding your brand’s voice and ensuring its authenticity is not too difficult. Using social media as part of your tool and not neglecting the other elements in the marketing mix will yield strong results; whether for social change, product awareness and even re-positioning brands that are no longer seen as relevant.
Key Take Aways
- Content is king but context is the queen.
- A clear branding process that includes all elements of communcation is essential.
- Social change is a long process but it begins with a strong brand that connects with its audience.
- Social media is just a tool in the giant toolbox--don't forget traditional marketing medium.
- Given the constant paradigm shifting, brands are now forced to be more like a friend and less like a salesperson.
