How to market brands in a people economy
Tim
Stock
scenarioDNA
Marie Lena Tupot
scenarioDNA
Brand Marketers are
in the
midst of a fundamental shift in
human behaviour and consumption.
Getting increasingly more elusive
and enabled by networked personal
technology, consumers are moving from
mass market to multiplying custom
markets. Today's emerging demographic
segments and affinities devalue
traditional
consumer market boxes.
Take, for example, the
ubiquitous
metrosexual man or the enigmatic
NASCAR dad. There is an unmistakable
call to embed a brand within the fabric
of
their culture if you wish to reach these
market segments. We cannot take behaviour
for granted. It is constantly evolving
in response to a variety of forces that can only be understood by being right
there. To function properly in context,
embedded brands must demonstrate a
pronounced knowledge and communication
of the nuances of social context that
drive attitudes and access. The challenge
for brands is to rebuild the factory of
innovation
and break out of the conventional
ways of communicating.