It seems that right now brand marketing is about assailing the consumers’ sensibilities from all angles. People have been talking about TV advertising going the way of radio for a long time. But between short attention spans and the rise of new media, I think it’s finally happening.
I just read about two brand campaigns that are using every communication vehicle currently known to man to connect with their target audience. First, Yahoo! is pushing its new branding through their website, establishing a community foundation, a Flickr page, selling t-shirts, and some sort of reality style picture documentary.
Then there’s Ford’s three part campaign to launch the Fiesta that includes a series of work by a celebrity artist, a commercial directed by said artist, an international art contest, a Flickr page, a Facebook page and a blog that ties all the pieces together.
It sounds overwhelming, but it may be very necessary in order to get the message across. Could we use the same tactics inside the store? How many different medium exist inside a retail store that could be maximized and coordinated to reach the shopper?
