Marketing Evolution
Building Brands Beyond Broad-Based Media
By Marion Wakahe
Recently, while getting my hair done at the salon, I was pleasantly surprised to hear music playing from a local radio station. It made me pause and reflect on the last time I actively tuned in to radio. Nowadays, I control my own playlist through apps like YouTube and Spotify, listening only to the songs that resonate with me, even if they’ re considered esoteric because they rarely make it onto local radio. This experience highlighted just how much the media landscape has evolved.
Not too long ago, radio was a constant companion; I knew the names of my favourite programs and presenters. But times have changed dramatically, and brands are taking notice. In today’ s dynamic marketplace, successful brands no longer rely primarily on traditional media channels. Instead, they innovate and engage customers through a myriad of channels and strategies that speak to individuals on a personal level. From sponsorships and digital platforms to influencers, branded stores, and retail branding, the way brands build connections is being completely redefined.
Broad based media refers to channels that reach a wide, general audience rather than targeting a specific niche. This typically includes traditional platforms such as television, radio, newspapers, and magazines, as well as some digital formats that aim for mass appeal. The focus with broad based media is on delivering content to a diverse group of people, which can be effective for building widespread awareness but may not always engage deeply with a specific target group.
The Changing Landscape of Brand Building
Gone are the days when television commercials and print ads were the primary means to build a brand. Modern brands are crafting deep relationships with their audiences through multifaceted strategies that go well beyond broad-based media. From interactive websites and social media channels to strategic partnerships and immersive retail experiences, today’ s successful brand builders are constantly innovating.
The Role of Sponsorship
Sponsorship is a powerful tool for brands seeking to associate themselves with influential events, organizations, or personalities. Red Bull for example has become synonymous with extreme sports by sponsoring events like the Red Bull Air Race and engaging with athletes who embody the brand’ s adventurous spirit. Such sponsorships not only increase brand visibility but also reinforce a brand’ s identity and values. According to industry studies, brands that invest in sponsorships can see a 20 – 30 % increase in consumer recall when compared to traditional advertising alone.
In today’ s dynamic marketplace, successful brands no longer rely primarily on traditional media channels. Instead, they innovate and engage customers through a myriad of channels and strategies that speak to individuals on a personal level. From sponsorships and digital platforms to influencers, branded stores, and retail branding, the way brands build connections is being completely redefined.
Of note: * Red Bull’ s“ Stratos” project, where Felix Baumgartner broke the sound barrier during a freefall from the edge of space, not only captivated a global audience but also reinforced the brand’ s core values of daring and innovation. This strategic sponsorship drove millions of social media engagements and significantly increased brand loyalty. *
The Role of the Web
The digital landscape provides an unprecedented opportunity to interact with customers on a personal level. A strong online presence- through websites, social media, and search engines- can serve as a 24 / 7 storefront, enabling brands
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