Branding… Whether you’re a mom and pop custom car graphics company or a huge agency with the a spokes model that we are all mad that they let go, branding is in everything… Think about it, every single place you go is riddled with more subliminal messages then humans can even understand. From every color scheme to every fictional cereal character, it’s all planned and no so innocently. Big brands know exactly how to ignite a fire in you that you didn’t even know you had, to buy a product that your didn’t even know you needed. So why have we let this happen so blatantly without even a minuscule uproar from the ones who have been aware of it the entire time.
Context Companies have sunk billions of dollars in Context Companies have sunk billions of dollars into producing content on social media, hoping to build audiences around their brands. What Went Wrong Social media has transformed how culture works. Digital crowds have become powerful cultural innovators—a new phenomenon called crowdculture.
In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.
As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gone wrong? Via hbr.org
Harvard Business Review does a great job of centering in on exactly what is happening with the aid of technology. These brain hacks have now reached a level that previously was just a pipe dream…