The Identiti Chronicles

The Evolution of Your Brand’s Identity

Archive for May, 2008

Transmedia – the Expanded Go-to-Market Approach

May 20, 2008 at 2:38 am · Filed under Return to Strategy and tagged: ,

It used to be that our most sophisticated marketing archetypes, movies studios, were supported by massive amounts of media and marketing and a few key instore promos.  The paradign has changed and Heroes has led the way.  Tim Kring the creator of Heroes notes that the idea of broadcast will soon dimish (take note TV marketers).  What has emerged is the mashup term “transmedia” or better explained a serious expansion of the narrative.  Heroes goes beyond the network TV show to novels, games, broadband, DVD rental, Web sites, comics, online communities, blogs, mobile, etc.  The idea is the viewer, reader, consumer however characterized can follow the brand story across multiple platforms constantly exploring the ever expanding narrative.

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The Most Advanced Direct Marketing Strategy

May 20, 2008 at 2:19 am · Filed under Return to Strategy, Social Connectivity, Trends and tagged: ,

Viral Expansion Loops.  Defined the success of Hotmail, Google, Craigslist, Ebay, Amazon.com, Paypal, LinkedIn, Flickr, the list goes on.  They all incorporate “virality” into the functionality of their core existence.  Viral Expansion Loops are consided the type of engineering alchemy that with executed properly, they are self replicating.  No wonder Web 2.0 seems to be the formula for success.  The likes of Myspace and Facebook were designed specifically to exploit the notion of viral loops; driven by user generated activity that drove consumer adoption into the stratosphere.  Viral expansion loops have long existed offline too…think Tupperware parties, multilevel marketing, chain letters, and even pyramid schemes.  The newest app to catch the viral loop craze – Widgets.  Now we are moving beyond viral loops to viral networks and double viral loops.  Is your brand capitalizing on viral expansion loops?

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Interactions at the Epicenter of Marketing Ecosystem

May 20, 2008 at 2:02 am · Filed under Uncategorized

The ecosystem of customer experience is defined by micro-interactions with a given brand.  Insignificant in isolation; but combined they our emotional connection to the brand.  Kevin Roberts expresses the notion as Lovemarks.  What does Marketing’s discipline calling for now, “interaction designers“; those whose strategic imperative is crafting and nuturing the experience between brand and consumer.  Moving the brand forward will be measured by interaction where technology plus design plays a critical role.

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From Marketing to Herds to Marketing the Swarm

May 20, 2008 at 1:15 am · Filed under CMO commentary, Return to Strategy

Mr. Brymer, President of DDB offers telling insight into the discipline of marketing desperately needs to shift it’s thinking.  Conventional marketing wisdom had marketers speaking to consumer through mass communications as if it were a herd congregating in one place.  The herd no longer exists; what is left is the imprint of humans linked by digital social networks.  No longer does socialization take place in small groups (TV model); now they share info with 40 friends within a social network, 140 via blog feed, with significant pass along tendancies, noted Brymer.  Hence, the creating a swarm of communication.  The business challenge, today you are marketing to a swarm of people who gather and deposit information with the collective intelligence of an entire social network.  Gone are the days of relying on expert sources, mainstream media, and mass advertising.  Now, the swarm is fueled by friends, family, peers, and online communities.  The Marketing eco-system has now been completely redefined.

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