Our Favourite Lessons from 2013.
By Amber Hudson and Luke Sklar
Thanks to everyone who followed our blog this year. From Zombies to Rob Ford, The Emmys and Oscars, Sharknado, Dads, the CNE Cronut Burger, a banana slicer, Joe Fresh, the Pope, meteorites plus our perennial favourites the NFL, Justin Bieber and Tim Tebow…it goes to show EVERYTHING really is marketing!
If there’s anything we want to leave you with this year it’s to inspire your target, don’t believe your own bull, and if you do screw up, fix it and move on:
UNDERSTAND AND INSPIRE YOUR TARGET
Offensive Brands: Brands are a sum of their parts, creating an emotional connection based on what they promise, not on a word here or there.
Sharknado: To truly connect with your customer your brand must tap into at least one basic human need.
Kim Kardashian: drive demand by talking less and showing more, by holding something back so that your target keeps knocking on your door.
Zombies: Monitor your target’s ZI (Zombie Index) scores. If their stress levels are rising like the undead in Thriller, think about what you can do to calm them with a message of hope and optimism.
DON’T BELIEVE YOUR OWN BULL
Justin Bieber: Take a long hard look in the mirror and never forget what got you to #1 in the first place.
Tim Tebow: Jump outside once in a while and make sure you are not believing your own bull.
AND IF YOU DO SCREW UP, FIX IT AND MOVE ON
Shit Happens: Control the controllable, and plan for the unpredictable
Russian Meteor: But you can’t predict all the meteors headed towards your business, so you must have a plan if they hit.
Kevin Ware’s Broken Leg: If your brand gets slammed to the ground it’s important to make sure what your brand stands for, and not the injury, is the lasting picture in your consumers’ mind.
Mayor Rob Ford: And if you get caught with your pants down, remember, the truth will set you free
‘Til next year, wishing you and your family a very Merry Christmas and Happy New Year!