I am frequently amazed that discussions regarding the use of digital media aren’t conducted at brand strategic level. As a strong supporter of the brand, I think wonderful opportunities are being missed here. It is typical of current practice that the Internet is still seen as one of the media in the mix and is often used as an extension of the TV commercial.
A possible explanation could be that current brand owners and their consultants were schooled in the Aida model. And that due to the increase in number of media and stimuli, gaining coverage has become the aim, instead of a precondition. Internet is then used because of its broad reach and not its possibilities for interaction.
On the other hand, we have to admit that the digital world hasn’t exactly embraced brand thinking and views it more as an invention of the last century. The brand represents mass production and has become so prominent by making promises and using a scattergun approach on large audiences. In their own view, thanks to the completeness and accessibility of information, people nowadays can no longer be fooled. The rational person can now make even better informed decisions than before. This has permanently dismantled the emotional make-believe world of brands.
A world that doesn’t tap into the power of a strong brand as a mark of quality and source of attraction and trust. Nike+ is one of the examples that has done so and shows what is achievable when the possibilities of the digital era brand àre brand strategically exploited. With Nike+, Nike has created a context in which the brand and its audience come together from a shared passion for running. Runners exchange information, share experiences and products are purchased. The number of users has risen to millions worldwide. Brands need to stop shouting and interrupting, but should instead create a network of people around a shared interest.
Paul Kemp-Robertson from Contagious claims the same. He adds that targeted messages that are either relevant to the context, useful, or just plain fun, are not perceived as advertising, but are valued as ‘a message from a friend’. Now isn’t that exactly what every brand owner dreams of?
Mary Hoogerbrugge
Tags: Aida, branding, Contagious, Nike+
Jeroen de Bakker is a media entrepreneur and co-founder of Lab 1111 and BrandWebbing. He is an adviser and publisher in the field of brands, media & technology. Jeroen lectures at Brand Management, the Academy for Management, University Groningen and at the European Institute for Brand Management about digital branding and media-innovation.
Mary Hoogerbrugge is a brand-driven strategist and co-founder of 'De Positioneerders'. She is board member of SWOCC and lectures at Brand Management, the Academy for Management, University Groningen about branding, brand research and integrating on- and offline communications. She was executive strategy director at FHV BBDO.
