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If you're a brand marketer you've got to think about your
brand on every way that a consumer could
interact with that.
That might be in the store.
That might be a television commercial.
It might be your website.
And it might be something they see on their mobile phone or
in a video on YouTube.
Whether you did the video or not, you've got to think about
that presentation and being aligned with your brand value.
If you're a small or medium business it's really about
reaching that consumer when they're looking for your
service or your product.
And I think it almost makes it easier.
Because when they're online and their searching, which is
obviously a lot of what Google does, they're looking for that
product and they're looking for someone who can deliver it
effectively.
But I've seen a lot of medium businesses in our group start
to build their brand, frankly.
And build it through unconventional channels.
Some use the TV but also use display ads and other YouTube
channels-- lots of ad formats.
So I think you think that the large brand people start to
get into more direct connection with consumers.
And you're seeing small and medium businesses start to
realize they need to build some brand connection as well.
It will be a very interesting next 10 years.