Industry experts call it “Peak TV” – a title that acknowledges both the quality and quantity of scripted series currently airing across established networks and upstart streaming services alike. For viewers at home, it may feel impossible to keep up with the sheer number of “must watch” shows. That’s an understandable feeling. FX Networks, which tracks the series currently on the air, notes that 342 individual scripted series have aired so far in 2017, making it the biggest year on record for TV programming.
For producers and marketing departments, this glut of content creates a mandate: stand out from the crowd or fade away. As a result, some of the strongest brands around right now belong to TV shows. In the age of Peak TV, what can show brands teach us about storytelling and audience engagement? Continue Reading
My favorite coffee shop is about a mile from my office, and it has an unexpected name: Second Best Coffee. That’s a strangely self-effacing way to market a cup of coffee, isn’t it? So, why “second best”? Continue Reading
We’ve been engaged in an ongoing exploration of the state of consumer trust (which has recently reached record lows) and how brands can reverse the trend. Today’s consumers, empowered by technology to choose from a wide range of products and to interact with brands on an unprecedented level, prize authenticity, engagement, and social responsibility. It’s a tall order for brands that previously focused solely on selling a solution to a problem.
Marketing in 2017 is about more than solutions – it requires establishing a brand identity that resonates with many various subsets of our increasingly fractured culture. And as the demographics of consumer groups continue to change, brands must emphasize diversity but transcend tokenism. Does it all make your head spin? It all comes down to trust – whether or not consumers believe that your brand has their best interests at heart. Continue Reading
As we recently explored in our blog series, Tomorrow’s Super Consumers, a seismic shift is occurring in the demographics of American consumers. Nielsen’s report on The Multicultural Edge reveals that multicultural consumers are “the fastest-growing segment of the U.S. population,” on track to be a numeric majority by 2044. Smart, inclusive marketers and brand builders can no longer ignore their increasingly diverse consumer base.
It’s time to devise strategies for connecting with a wide range of consumers with authenticity, respect, and ongoing engagement. With multicultural consumers on the rise, how can brands and marketers embrace a diversity of perspectives and experiences to create inclusive, compelling brand identities that connect with our increasingly diverse marketplace? To start, let’s take a look at several brands who are succeeding at engaging diverse perspectives. Continue Reading
One of the prevailing themes of 2017 so far has been the erosion of public trust in our key institutions. The Edelman Trust Barometer, an annual global study conducted by a respected communications marketing firm, confirms what many of us have felt: “trust is in crisis around the world.” For the first time since 2012, the public’s trust in government, business, media, and NGOs has declined significantly.
While there is a complex web of cause and effect that has culminated in a large-scale erosion of trust in these institutions, the end result is clear – a populace that is increasingly divided and suspicious of news, marketing, and media messaging. In the era of “fake news,” PR and marketing professionals must examine their methods and recalibrate their strategy in order to reach the general public in an authentic and credible way. But how? Continue Reading
Recent insights from Nielsen reveal that “multicultural consumers are transforming the U.S. mainstream… (p)ropelled by the twin engines of population growth and expanded buying power.” I explored the Nielsen data in a previous post, reaching the conclusion that in order for brands to serve this rapidly growing segment of multicultural superconsumers, diversity must be more than just a buzzword. When diversity of experiences, voices, and viewpoints drives a brand’s identity, communications strategy, and product development, it can authentically and successfully resonate with a multicultural market.
In addition to embracing a diverse set of influences, how can brands reach the young consumers who are poised to become major market forces over the next decade? In a time when consumer trust in major public institutions (including business) has been compromised, brand builders must strive for authenticity, communication, and a purpose-driven approach. Continue Reading
I recently wrote about the 2017 Edelman Trust Barometer, which revealed that trust is in crisis around the world. “The majority of respondents now lack full belief that the overall system is working for them,” the study found in regards to public trust in four key institutions – business, government, NGOs, and media. Edelman president and CEO Richard Edelman traces the roots of the current trust deficit to the 2008 recession, asserting that the combination of technological innovation and globalization has left many consumers feeling left behind.
In this age of social media dialogue and empowered consumer voices, unique challenges and opportunities are emerging for brands that wish to build trust in their products, leadership, and impact. How can we rebuild consumer trust at a time when the world feels increasingly polarized and consumers, who are eager and able to share their opinions, nonetheless feel that major institutions no longer have their best interests at heart? Continue Reading