It's important for a brand to understand their new role as a Publisher. It's important for a brand to understand that nothing happens unless they are interesting. It's also important for a brand to understand that none of that matters unless they are relevant.
A lot of people confuse "being relevant" with simply following a "trend" or "fad." You can quibble over the semantics of that last sentence, but think about American Idol and what Simon Cowell constantly attempts to reinforce to the young, aspiring singers in the early days of the competition (and no, I too can't believe that I'm using an American Idol reference here). Cowell constantly lets these artists know when they are (and when they're not) being relevant in terms of their age, their song selection and the general zeitgeist of the world. It's a great question for a brand to constantly question and prod...
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