Brands Discuss Representation in a Digital World
In the session entitled Brand Nation: Leading US Marketers Discuss Best Practices moderated by Real Branding Senior VP Susan MacDermid with panelists P&G Director of Interactive Innovations Ted McConnell, ESPNdeportes senior Director Carlos Caban and Coke Media and Interactive Integrated Communications Director Karna Crawford, the notion of best practices for brands was discussed.
Ted McConnell brought up the though that brands can be represented online not only by fancy ad graphics but also by functionality. He related that notion to the use of an undo button to represent a paper towel brand.
While many have already said this, McConnel said mobile is the next killer app for brands. With location-based technologies improving, more and more it will become possible for brands to better target product advertising based on a person location. The classic example is the pizza sms message that arrives on your phone when you walk past a pizza parlor or the ability to buy a Coke from a vending machine with a few clicks.
McConnell, however, cautioned, it may not be the panacea everyone believes it to be., For example, it may not be the best thing for a retailer if a brand messages a customer walking by the brand in a grocery store when the grocery store , for their own sales reasons, needs to push a different brand. The retailer may not take too kindly to having another entity decide which brands should be moved off the shelves.
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