Young Brands Have a Huge Advantage In the Race for Success
We spoke with many new brands last year explaining how to develop different ways to advertise, tell stories, add real content, and promote it afterwards to their group of followers.
Young brands have a huge advantage today in the race for success because they understand what is content while “mature” brands are continuing to advertise the old way.
While promoting their products, spending millions in advertising, showing pictures of products instead of content, while turning up the volume when TV commercials come on, old brands risk exasperating consumers, and their actions are providing exactly the contrary of what they want to achieve. It is difficult to change, even for well- known advertising agencies that are still thinking the old way.
Today, brands need followers and a lot of content to communicate with them, but not always the same content. Most TV commercials only repeat the same stories and images.
The advantages of younger brands is that even if they don’t have money for expensive commercials, they are emerging in a new advertising paradigm, they are involved in their own social media circles, and most of the time they are producing their own content or working with smaller, new agencies.
They have stories to tell and share; they are thinkers; they have enough creativity to please their followers; they know their followers; they express themselves with their soul and their passion.
What Kind of Content are Your Followers Expecting?
1. Any content besides a picture of your product. The product can be featured on the header of your Twitter and Facebook account or the header of your blog but the communication should be different to allow customers to think you are really taking time to talk to them, to communicate personally with them.
2. Your content can be a reaction to the news of the day.
3. It can be personal, sharing what you are doing at a certain moment of the day, or your thoughts on something you want to share.
4. You can also share trends and history in your own sector of activity.
Better to be Friends! Consumers Need to Feel They can Trust You.
Consumer need to feel that the person behind the brand is sincere and can be friends with them and that you are not just trying to sell them products. They need to find someone, a soul, behind the product. They will buy your products when they will receive something else than the usual advertising.
Buying products today is linked more and more to friendship, social media, and networking.
More and more, consumers will need to feel they can trust you, that you are not only a brand, that you are also a human and that you understand consumer's concerns:
Are your products made the right way? With your heart?
Are you respecting the environment?
Are you protecting workers in the chain of production?
Are you are transparent in your content?
Are your products healthy and sustainable?
Do you practice integrity and trustworthiness?
If Coco Chanel or Christian Dior were still alive today they could probably do this, but today, the advantages are in the hands of young brands.
We spoke with many new brands last year explaining how to develop different ways to advertise, tell stories, add real content, and promote it afterwards to their group of followers.
Young brands have a huge advantage today in the race for success because they understand what is content while “mature” brands are continuing to advertise the old way.
While promoting their products, spending millions in advertising, showing pictures of products instead of content, while turning up the volume when TV commercials come on, old brands risk exasperating consumers, and their actions are providing exactly the contrary of what they want to achieve. It is difficult to change, even for well- known advertising agencies that are still thinking the old way.
Today, brands need followers and a lot of content to communicate with them, but not always the same content. Most TV commercials only repeat the same stories and images.
The advantages of younger brands is that even if they don’t have money for expensive commercials, they are emerging in a new advertising paradigm, they are involved in their own social media circles, and most of the time they are producing their own content or working with smaller, new agencies.
They have stories to tell and share; they are thinkers; they have enough creativity to please their followers; they know their followers; they express themselves with their soul and their passion.
What Kind of Content are Your Followers Expecting?
1. Any content besides a picture of your product. The product can be featured on the header of your Twitter and Facebook account or the header of your blog but the communication should be different to allow customers to think you are really taking time to talk to them, to communicate personally with them.
2. Your content can be a reaction to the news of the day.
3. It can be personal, sharing what you are doing at a certain moment of the day, or your thoughts on something you want to share.
4. You can also share trends and history in your own sector of activity.
Better to be Friends! Consumers Need to Feel They can Trust You.
Consumer need to feel that the person behind the brand is sincere and can be friends with them and that you are not just trying to sell them products. They need to find someone, a soul, behind the product. They will buy your products when they will receive something else than the usual advertising.
Buying products today is linked more and more to friendship, social media, and networking.
More and more, consumers will need to feel they can trust you, that you are not only a brand, that you are also a human and that you understand consumer's concerns:
Are your products made the right way? With your heart?
Are you respecting the environment?
Are you protecting workers in the chain of production?
Are you are transparent in your content?
Are your products healthy and sustainable?
Do you practice integrity and trustworthiness?
If Coco Chanel or Christian Dior were still alive today they could probably do this, but today, the advantages are in the hands of young brands.
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