Will This "Mediarite" Cause a Brand Extinction?
Belk on Brand Amplifire™ and Second-Generation Brand Asset Management
It’s not necessarily the strongest or the smartest that survive. It’s the most adaptable—and in the past five years, the marketing, selling, and brand-building world has undergone cataclysmic change. How marketers respond to this media meteorite will determine if they, like the primitive mammals of 67 million years ago, will emerge to rule.
Google™, the rise of social media, exponentially expanding networks, and vast numbers of people creating communications for the first time represent the 10km mediarite that parted the waters of the Gulf of Media. User-generated content leading to millions of downloads through myriad channels puts everyone, from boardroom to showroom to garage, on a close-to-equal footing in the attention-getting bazaar. Here’s the issue: In the corporate world, thousands of DIYers creating marketing communications and sales messages can fracture a brand or accelerate it.
Now, marketers need to harness the talents of everyone in the organization to make their brand relevant, responsive, consistent, competitive, and ubiquitous. This requires systems that put brand strategies, communications guidelines, assets, and tools in the hands of everyone who is creating communications.