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From Static to Mobilized
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marketing inspiration
BrandSum helps keep your thinking mobilized,
not static
The conventional wisdom is that a brand positioning framework should remain consistent – and this is also true of BrandSum. Yet one of the unique facets of this model is that there are some parts that can change over time, reflecting the constant evolution of the world around us. These aspects of BrandSum should be updated on an ongoing basis – so the tool becomes a continuously evolving catalyst for relevant activation, helping the brand mobilize and keep pace with change.
The category insight, cultural insight, and cultural springboard aspects of BrandSum are key
to this – they should be ‘always on’, tracking developments and contributing new insight to ensure brand actions evolve accordingly. This necessitates ongoing conversations with consumers, constant monitoring of your market and of culture, and regular reviews of
strategy and plans to ensure optimal relevance.
Just like electricity, mobile technology is a constant in people’s lives
It’s something we just can’t do without. It goes with us everywhere: our watch, our wake-up call, our personal organizer, our to do list, our sat nav, our oracle. It’s the first thing we look at in the morning and the last thing we look at before bed. It’s increasingly the way we choose to consume all manner of things, even when we are not ‘mobile’.
Yet many brands aren’t enabling us to engage how and when we want to
How often is the mobile version of a brand experience substandard compared to the full online experience accessible on a PC? And how often is there still no adapted mobile version at all…
To succeed, brands have to develop a mobile-first mindset, following three key principles:
- Rich – it’s a rich medium and so any branded content needs to support this experience
- Relevant – effectively you can contact the consumer at any time, when they are in any demand moment. Make sure you reach them at a relevant time with a relevant message or it’ll fall on deaf ears
- Real-time – be able to react and respond in the moment
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