I believe in firsts. First to market. First to break a story. First time to do something. It’s good to be first. During this week of Super Bowl hoopla, I’d like recognize the first commercial to launch a marketing and advertising phenomenon: Apple’s 1984.
2014 saw the “rebranding” of several major consumer companies. From carb-loaded restaurant concepts to antiquated technology retailers. It’s apparent that there are just as many sophisticated marketers successfully repositioning companies, as there are people who still don’t understand the difference between a new logo and a revised brand.
When I started my career in marketing, I worked for a nonprofit organization focused on pairing at-risk youth with caring and attentive mentors. While I never expected a career in marketing to change the world, I realized from the start just how much good it can do for individuals. It’s the way many people hear about organizations, products and services that improve their lives. That make everyday tasks easier. That give them more free time to spend with their families.
I want to talk about you, your brand, and what we have all come to expect from the two. You’re either in for a pat or the back, or a slap in the face; I don’t know which. But first, we need to talk about Kevin Durant (because it’s playoff time) and a dead Greek guy (because his beard was probably amazing). We’ll get to you, I promise. Stick around.
We have all heard 2014 dubbed the “year of content” in the marketing world, but many sources are projecting that marketers will master a new trend this year: Moment Marketing. Moment Marketing a.k.a. Adaptive Marketing is a term used to encompass any sort of communication or marketing efforts that drive engagement with consumers on up-to-the-minute topics. This year, expect many brands to incorporate current events into their marketing - and specifically social media - strategy.
I’m a con artist. And, honestly, it’s a label I wear proudly. Don’t act like you’re innocent. If you’re in the marketing biz, chances are you’re a con artist as well (or at least on your way).
1. Develop An Annual Plan
Ideas don't mean anything if they remain stored in your head, and you can't measure success without goals. Write down your objectives for the year, develop a strategy for achieving them, then create tactics that will execute that strategy.