Time for a PETA Marketing Strategy Shift
November 20, 2008
I was reading Branding Strategy Insider today, when I saw a post by Mark RItson about the need for PETA to re-invent its brand strategy. I found the post to be incredibly timely as I had the opportunity a couple of weeks ago to provide my opinion to PETA about how I thought their marketing strategy has to change for the brand to remain relevant and the organization to make a difference in the future. Here is what I wrote to PETA:
As a marketing and branding professional, I am not a proponent of shock advertising, which I think PETA has a history of relying on. I believe there are far more effective methods of communicating messages and shock advertising provides short-lived bursts of awareness but little for long-term ROI. Additionally, I think the celebrities who endorse PETA aren’t always the best for the PETA brand [e.g., Pamela Anderson]. PETA has a reputation as an all or nothing brand. In other words, people view PETA as a bit of a cult, “either you agree with us 100% or you’re out.” I think with a more inclusive approach and message, more people would be supportive of PETA and animal rights would become a less trendy cause (sort of how supporting the environment was in the late 1980s/early 1990s) and more mainstream. [Read more]
Top Business Priority – Creating Brand Champions
November 7, 2008
This week, I wrote a guest post for NewsOnWomen.com called “Your Top Priority – Creating Brand Champions” where I discuss the importance of creating brand advocates for your business and tips for getting started.
Follow the link above to take a look!
Branding Lessons from the 2008 Presidential Election
November 6, 2008
The 2008 Presidential Election has finally ended, and the results provide a valuable lesson in branding. In simplest terms, people are changing – quickly. The social web has certainly played a part in making that change move so fast. Never before has the exchange of information and ideas been easier or faster. With the power of the social web and the word-of-mouth marketing it fosters, people have chosen a brand promise of “inclusion” over one of “exclusion”.
In other words, President-elect Barack Obama ran a campaign based on an inclusive brand promise, while Senator John McCain’s campaign focused primarily on his core supporters, conservative Americans, with many people outside of that demographic feeling excluded. While Barack Obama spoke of wanting to meet with world leaders regardless of the United States’ current relationship with them in order to start a dialogue and move forward, John McCain repeatedly stated that he would not sit down and converse with these same leaders. At the end of the day, the majority of Americans supported the brand promise of inclusion and cast their votes for Barack Obama. [Read more]
Lower Income Consumers Can Still Afford Their iPhones
October 31, 2008
The economy might be tanking, but consumers earning less than the national median household income can still find money to buy iPhones. Apple must be pleased.
According to a new study by comScore, as the economy sinks lower, iPhone sales move in an inverse direction among consumers as follows:
- 48% increase in purchases since June 2008 among consumers earning between $25,000-$50,000 annually
- 46% increase in purchases since June 2008 among consumers earning between $25,000-$75,000 annually
- 16% increase in purchases since June 2008 among consumers earning under $25,000 annually [Read more]
HP on the Right Digital Marketing Track if CMO Has His Way
October 31, 2008
I found a snippet of a presentation by HP CMO Mike Mendenhall on AdAge.com today that I have to share. If you haven’t seen it yet, follow the link above and check it out. Mendenhall took the words right out of my mouth. If you ever read my old branding blog, Brandcurve.com, then you know I’m a big proponent of integrating digital media fully into your marketing plan and leveraging consumers to grow your brand through digital media. Those are exactly the points that Mike eloquently makes in his presentation at the recent ANA conference.
In his speech, Mike redefines brand strategy as something that has to be nurtured among consumers rather than an image or message companies can dish out to them. He also notes that ad agencies still don’t get it when it comes to integrating digital media completely into marketing strategy. Take a look at the 3-minute snippet from his speech then leave a comment and share your opinions on branding, marketing and digital media.
Image: Adage.com
