Budweiser just recently announced that it’s changing the label on its signature beer can. The brand is actually changing its name from Budweiser to America, but keeping the brand’s iconic script logotype in the naming.
Content Is King, but for Brands, There’s too Much of It
By creating content and not ads, brands are hoping that they can reach consumers and build stronger relationships with them, but cutting through the clutter is increasingly difficult because of the deluge of content.
Locating and Levering Inside Sources of Consumer Insight
Most people do not really know why they buy what they buy, eat what they eat, or do what they do! As consumers we can make something up or answer a survey, but we don’t know buying trends and behaviors as well as those directly in the field. Sales associates or food service workers, for example, watch dozens—or even hundreds—of consumer decisions every day. These experts are the Inside Sources.
3 Techniques to Keep Your Content from Being Ignored
The days of vintage advertisements, where glitzy sales techniques were employed to get new buyers, is long gone. The campaigns from the 1960s “Mad Men” days cause many of us to shudder at the duplicity involved.
“Content marketing is all marketing. Without content, there is no marketing.” —Ian Lurie