No longer is the brand manual the holy grail for marketers.
NEW THINKING
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Martin Lindstrom, Author at Branding Strategy Insider - Page 8 of 12
First came Nike iD, a customization concept that enabled consumers to design their own pair of Nike shoes.
Imagine your company brochure was so popular that people could sell it online for $38.95. Or your carry bags went for $9.90, and stickers featuring your company logo fetched $15.50 each. Impossible, right?
Absolut, Disney, Kellogg’s, and Gillette are three completely different brands with one commonality.
A typical 21-year-old has played 5,000 hours of computer games, exchanged 25,000 emails, SMSs and chat messages, has used a cellphone some 10,000 times and spent 3,500 hours online. Surprised? Well that’s your future consumer.