You need to turn a moment into momentum and momentum into a movement!

Private brands often suffer from me too, from advertising and marketing envy, with Private Brand Manager all to often longing for  the big marketing spends they left behind at the CPG’s…

This article was a guest post by will.i.am of the Black Eyed Peas for the advertising trade magazine AdAge – Retailers should take note, they have the advantage in the challenge he puts forth.

“You need to turn a moment into momentum and momentum into a movement…
that can’t be done with 30-second commercials…
you need to create conversations with your customers…
so I say, MAKE CONVERSATIONS NOT ADS…”

You own the package, you own the in store conversation, you must own the social conversation… and ultimately the realtionship!

What Does ‘Communiting’ Mean???

Musician will.i.am Challenges Marketers to ‘Make Conversations, Not Ads’

whatever you think about the future of business…

whatever you think your brand means to the masses…

whatever your strategy is for marketing to youth…

one thing is certain…

we are in the midst of a major shift…

In some ways it’s like we’re back in the 1600s when everybody was racing to discover the new world…

google is the french…

twitter is the spaniards…

facebook is the english…

microsoft is the dutch…

freakin’ apple is the portuguese…

the ocean is the internet and computers and software are the ships…

and they are all sailing to find and conquer new land…

the shift is happening everywhere…

in politics all over the world…

in the corporate realm…

in entertainment…

in manufacturing…

businesses and brands have to ask:

why is it happening???

what caused it to happen???

if you don’t ask you won’t be able to stay relevant when the energy of change is finished…

New times call for new thinking…

looking to the past is no way to secure a future…

look at the movies:

there’s a new “planet of the apes,” a remake of “conan the barbarian…

while on TV, there’s a new “charlie’s angels,” and a new “hawaii five-0″…

it’s as if we aren’t imagining anymore…

where have all the creative minds vanished to…

or…

who stop investing in the dreamers???

the music industry is still selling plastic discs…

also known as albums when today’s music fans buy or listen to songs on the net or streaming to their phones…

today is all about accessing the physical representation of collective consciousness.

before…

collective consciousness was a concept…

now…

it’s on your smartphone and it’s called twitter…

twitter is a physical representation of collective consciousness where you can tap into the consciousness of millions…

you don’t have to guess what’s on the minds of people today…

people are connected…

to stay relevant, you or your business or your brand need to be part of the connection…

you need to be part of the conversation…

or start conversations…

Read the entire article



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.