For the past few weeks or so brands have attempted to create communication with the crisis triggered by COVID-19 outbreak as the context. These fall into two buckets: one expressing concern and solidarity ('We are in this together') and other urging consumers to follow safety guidelines such as staying home and maintaining social distance. I… Continue reading Creative ads of the week with #StayHome messages: Mini, Volvo and more
According to some estimates, brands are expected to spend $15bn on influencer marketing by 2022. But media reports also indicate that the influence of influencers in marketing circles could be waning. A brief look at the issues involved: Influencer marketing: origins and after About a decade ago when blogging was popular, automobile brands would first reveal details… Continue reading Influencers: losing influence among marketers?
Another new term has entered the new age marketing & advertising vocabulary: moment marketing. It is essentially topical advertising but since turnaround times are not measured in days but in minutes it is called so, I guess. It is also a country cousin of occasion-led advertising where brands attempt to gain leverage from big news… Continue reading The pros and cons of ‘moment marketing’ for brands
Over the last few years many CEOs of business enterprises have used social media (especially Twitter) as a platform for what has come to be known as ‘personal branding’. Sure, a few of them were ‘brands’ (in a positive way) long before social media came into the picture. Platforms like Twitter and LinkedIn have offered… Continue reading Twitter for CEOs: a personal branding opportunity (but slippery when wet)
Ever wondered why save for handful of ad agency accounts, a majority of agency brands hardly use social media effectively? I am sure they know that it can be be used to strengthen the equity of the company brand but they hardly get down to ‘doing’ it. It is not a recent phenomenon. Traditionally ad… Continue reading Social media use or the lack of it, from ad agencies