Gertrude Stein famously wrote about Los Angeles, “There’s no there, there.” As the world fills with cookie-cutter chains and disembodied virtual retailers, many consumers are suffering from an undiagnosed loss-of-location disorder. This book offers retailers—and brands with showcase retail POP—a new way to think about their brand’s “thereness.”
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What’s your idea of the digital consumer? Do digital consumers even imagine themselves that way? Is the Internet just another medium? Or does it have its own opportunities and requirements? Maybe it’s time to rethink some of your assumptions about the digital consumer and make sure your marketing practices are ready to seize new opportunities.
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Long ago, the big brands of today had founders who cared about product quality and whose biggest achievement was making it possible for the everyman to have access to it. Today, consumers are demanding that all brands, big and small, have a noticeable and authentic craftsmanship. Whether you’re Frito-Lay or Route 11 Chips, this report will give you new food for thought.
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Where is your brand?
As we move from the age of mass media to the age of participation, where is your brand? Are you making the right moves so that your brand stands for a powerful cultural idea? Is your brief up-to-date? Have you taken a fresh look at how your marketing mix works? Here’s a start.
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Does your brand include “fun” in its core values? Here’s a fresh look at what’s happening to the cultural meaning of fun with a special focus on young adults. With a depressed economy and an unsettled globe, fun takes on a whole new urgency and potent expressions of it are popping up everywhere. What might it mean for your brand?
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