I'm Back...

SO like my fellow planner Erin, I am starting my version of a planning blog. This is about finding my way in an ever-changing world.....

In reading an article about the value of MySpace to marketers and brands, I found a golden nugget,

"advertising and marketing is a co-creation process in which a brand can have a meaning it wants to convey through advertising, but consumers create that meaning when they see the brand in a context that generates meaning."

IF brands are not placed in mediums that consumers 1) are welcoming to messages 2) and placed in the appropriate environment it will lose value and meaning to consumers. The brand becomes part of the clutter that is currently affecting the industry. To better serve the brand, a clear and 3-dimensional picture must be painted of the consumer including appropriate outlets they interact with on a daily basis. In doing so, we can find opportunistic ways a consumer can create meaningful experiences with the brand.

Another example of why its so important to understand consumer in & out

"When Burger King finally landed on the target segment it wanted to win with most -- 18- to 35-year-old males -- and what was most important to them, the fast-food giant never looked back. It tapped into its roots while embracing innovation across all of the four P's.

Tactics such as SubservientChicken.com reignited the brand's relevance to a younger crowd while spurring epic levels of internet chat. The creative rebirth of its kingly (if creepy) brand icon through such savvy promotions as the much-sought-after Halloween masks and its XBox partnership helped give Burger King relevance."