It is possible that one can loose interest in a particular brand and move on to another rather quickly.
Similarly, when it’s said that a brand’s components, or touchpoints must be “integrated” this raises questions on how to meet this vague objective.
To ensure the “brand experience” is truly an experience, (versus various interrelated mediums), the brand must progress throughout its execution. A recent example is JC Penney. There’s currently so much focus on store re-design and pricing – yet will the old JCP overshadow the proposed changes? This is contingent on the consumer response to any internal ( such as organizational network/culture, strategy) modifications and whether the brand acts differently.
So it’s not enough to simply execute – but brands should execute tactics in a tactful manner.
This means thinking ahead – and considering many of the countless ways people could interact with touchpoints, and how they might intertwine their feelings of these interactions with others in everyday conversation, thereby placing their own “spin” on the brand-created tactic.
This thought process isn’t only for retail; but can be applied to any marketing challenge, across industries. Questioning how a brand’s actions connect to the strategy, vis a vis a certain medium is crucial; to not only properly express the brand, but to ensure individuals respond to content in ways that will fuel prolonged brand affinity.
-Jesse de Agustin
Twitter chats escalate and enhance the Twitter experience. In another post, I’ve argued that Twitter is akin to a “seamless stream of consciousness” and chats allow this “stream” to continue in a more focused manner while being part of the overall Twitter ambiance.
Twitter chats are intense. When I join a Twitter chat I’m thinking “big picture” – for instance, what’s the general topic about, and who am I interacting with? Yet I’m also thinking fast – while ensuring my contributions help clarify the question on the table, and advance the discussion by interacting with others to ignite ideas while remaining focused on the overarching theme. Want to “step out of the room” and have a quick exchange with someone? Simply tweet without the Chat’s #Hashtag – and then “re-enter” the group’s discussion! Thinking about Twitter chats in this manner let us treat these events as a means to enhance future content, create new connections, and serve as a gathering “hub” for individuals with similar interests. Additionally, followers can see what I write during a chat – and this can provoke more participation.
When a Twitter chat (or chats) are complete, I’ll “zoom out” of the “Twitter Chat microcosm” and jump back into the greater realm of Twitter. This dynamic interaction with Twitter digs beyond the platform’s surface benefits to share various perspectives within a fairly short and focused timeframe.
Some of the Twitter chats I’ve been taking part in are:
#InfluenceChat #BrandChat #SMChat #CXO #Rtlchat #MMchat #UsGuysChat
How do you approach Twitter chats? Feel free to share some that you partake in and recommend in the comments and/or on Twitter.
Jesse de Agustin