| Ongoing Conversations |
| Jul 4, 2009 |
| Dialogs have longer life spans than speeches |
Emerging non-linear consumer behaviors demand innovative modes of thinking when developing engaging communication programs. To be successful, the media mix of creative interactions cannot just be relevant. The correspondence needs to provide reciprocal social values.
The measure of a marketing success will be counted in the numbers that link to and forward the messages creating a connection between people. When that number grows and emerges as a conversation of the network... it will be influential.
Linking is an intensive, organic, and elusive syndication process that can increase the velocity of influential marketing messages. To leverage this viral energy; content, form and value need to resonate. |
| Joel Margulies |
| Marketing from the inside out has velocity |
| Jul 4, 2009 |
| Sync-ing, link-ing, blog-ing, logg-ing, search-ing
for the us in you. |
Consumers rely on brands and willingly pay-up for reputations endorsed
by their social peers. This reliance empowers brands giving them rank. Status diminishes the value of me-too goods and service competitors. Jacked-in consumers no longer “learn” about a company or a product as brands are the decision short cut for a multi-tasking millisecond culture.
Keywords perform as brands providing similar advantages. The difference is a keyword can be created and or bought without the time and dollar investment associated with traditional brands. Keywords can also be linked to Short Codes (SMS) enabling transactional interactivity via mobile devices. Mobile is the new TV, radio, magazine, newspaper, online real-time relevant marketing media offering targeted geospatial options. And every interaction is infinitely trackable.
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| Joel Margulies |
| Velocity Branding |
| Jul 4, 2009 |
| Transactions engage the consumer with a brand |
 Ignore the rules. Rules are appropriate within a market-space where expectation and performance are coincidental. Remove those assurances, replace then with risk and we face a volatile marketplace stimulated by opportunity, complicated by innovative technologies, ever-changing distribution platforms, regulations and global competitors seeking to service disenfranchised consumers.
Within such a hostile marketplace, recognized brands provide a significant advantage. A brand articulates a consistent, coordinated message across the spectrum of tangible consumer touch points: product lines, claims, materials, packaging, customer service, imagery, media, public relations, marketing and pricing.
Ultimately a brand becomes an emotional icon employed by the consumer to catalog the product. This enables the brand to transcend the product as its identifier. A brand is the emotional context for the total customer experience. A successful brand amalgamates the problem, solution, credential, guarantee and value of the product that drive consumer decisions. The consumer will place their trust in the brand and not on the product. On occasion a product may have a flaw, but the brand is the guarantee for customer satisfaction.
It will be the brand that influences the decision maker when facing multiple product choices. It will be the equity accrued by the brand that supports the balance sheets’ good will valuation.
Traditional branding is a long-term commitment requiring considerable funding to deliver the frequency required to communicate the character of a brand. Velocity Branding by comparison uses the funds generated by real time transactions to underwrite the media costs required to create awareness, describe the product and engage the relationship with a transaction.
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| Joel Margulies |
