Over-the-top networks like Netflix, hulu, YouTube Red and AmazonPrime (those that you get outside of the traditional cable box model) are becoming the preferred means of entertainment for many consumers. This shift in behavior has dramatically impacted the advertising efforts of many brands who now struggle to find their audience as these new mediums circumvent traditional channels, turning traditional ads into an optional part of the viewing experience. To mitigate this trend, many brands have responded by shifting their advertising dollars to creating pre-roll content or serving up ads via social media channels like Facebook, Twitter, and SnapChat. In response to this perceived invasion, many young consumers—who dislike the pervasiveness of digital advertising—have implemented ad-blocking software. More progressive brands, however, are beginning to discover an alternate way of reaching an ad-weary audience when traditional means are diminished.
There is a quiet war happening in the fitness industry that very few people are aware of. Consumers are migrating away from larger, traditional health clubs and gyms that offer an “everything under one roof” experience in exchange for smaller specialty boutiques such as SoulCycle, CrossFit, and others. This trend appears to be driven by the accessibility of fitness offerings, along with consumers’ (especially millennials) desire to find a workout that meets their needs as both a physically challenging and socially satisfying experience.
The question we often hear when we present our case for delivering authentic content is “How do you measure success?” Here are 3 tips to help you better answer this question.
Why do some brands seem to last centuries while others fall out of favor almost as soon as you hear of them?
Here are 3 things that will help you build a brand with staying power as a part of its DNA.
1. Build your brand around values, not things — Many brands reach their peak too quickly. These brands associate with a singular product or service, which eventually becomes a cultural blip that falls out of favor as quickly as it arrived. As important as it may be for a company to have a focused and singular vision in order to produce a great product or service operationally—this does not mean that a brand should follow that same model. Brands that are built around values rather than things are usually the ones that have the greatest staying power; because values unlike things, are both scalable and transferable. Apple is not about computers. They are about innovation.
“Our clients love us.”
“We’re an innovator in the market.”
“We’re a highly trusted brand.”
“This is a natural extension of our brand.”
Brick-and-mortar locations are no longer a necessity for building billion dollar brands in the digital economy. Uber, Airbnb, and many others have conquered the problem of building a brand without offering a physical location for customers to visit. Recently, delivery-only dining service Maple is revolutionizing what it means to build a prominent food service brand—without a retail storefront.
Over the past decade there has been a growing conversation nationally around the cost and effectiveness of care. The Accountable Care Act has infused the marketplace with more informed consumers, forcing payers to adjust their plan coverage to meet new requirements and serve this larger population of engaged plan participants. Simultaneously, healthcare providers have been exploring new means to better provide for patients; be it improvements in Electronic Medical Records or serving as an Accountable Care Organization (ACO)—by assuming a percentage of the financial risk associated with the care and outcomes of the services provided. But there is a new frontier in healthcare that is fast approaching: the consumer experience.
For decades—large scale media exposure was limited to big brands with large budgets for advertising and PR campaigns. But with the ever-increasing accessibility of web publishing on platforms such as blogs and social media, small brands—and even individuals—can gain access to mass audiences like never before. In what ways can you put this web publishing boom to work for your brand, while differentiating yourself in a content saturated world?
A micro-moment is the term Google has coined to describe the exact instance in which a consumer need arises and they turn to the internet to look for answers, discover new things, make decision, or finalize a purchase. The key factor in a micro-moment is not about who the consumer is (age, race, gender) but rather what is their intent? They want something; knowledge, insight, guidance or validation and they want—no—need it, right now.
So how can you come out on top in the hearts and minds of consumers to win these micro-moments and, ultimately, their trust and business?