COME INTO THE BRAND STORYHOUSE AND YOUR BRAND WILL BECOME A BRAND STORY
‘Brands with great story-telling are typically associated with grandeur, vision, a clear enemy and a certain degree of mystery’. Martin Lindstrom, Brand Expert, Author.
Here at MCCP we know that now, more than ever, it has become increasingly difficult to engage in meaningful dialogue with consumers. They are now faced with more messages, in more formats, through more media than ever before. In addition to that consumers have become more discerning; savvy and cynical. Add to that, shorter attention spans and increased selectivity of media formats they choose and you start to get a picture of how big a challenge it is for a brand to create meaningful relevance in consumers’ lives.
It’s no longer enough to just use marketing in selling your wares – it’s about providing solutions for consumers and therefore giving them a relevant and personal interaction with your brand.
In its simplest form, this means creating the right content; for the right medium and most importantly for the right customer.
This sounds straightforward but in fact it can be the biggest stumbling block for brands trying to communicate great strategies. Some outstanding strategic visions have resulted in poor and ineffective ad campaigns, simply because they and their agencies followed the traditional route of starting with a big creative idea, whether it be through print or TV and then rolling it out to other media. All this does is offer your consumers different iterations of the same message, rather than a focussed and meaningful brand relationship.
At the Brand StoryHouse we provide
DON’T FORGET THE DADS
With unemployment reaching nearly 15% it is not surprising that you will see more and more Dads, picking their kids up from school and playing with them in the playgrounds during the day. Many of these Dads are in very unfamiliar territory as they face unemployment for the very first time. Todays unemployed Dad is likely to be educated to degree standard and have had a very established and credible career before unemployment.
MCCP Consumer Dialogues™ reveals that unemployment is a mixed blessing for these Dads. From one perspective, it holds significant fears about the uncertainty for the future and the unenviable task of asking themselves ‘how did this happen?’ as they stand in line at the dole office. On the flip side as it enables these Dads to spend more time with their kids and have enhanced family experiences.
Dads are struggling to find their ‘new role’ in the household and many are still experimenting with extended DIY lists, gardening duties and round trips to the playground. The digital space (as usual) was the first to see this changing trend. In the past men’s websites would have featured the articles on the sharpest suits, the best grooming products and the allure of good whiskey. But now sites such as the ‘Man of the House’ feature articles on cooking, lawn care basics and the best Wii games both Dads and kids will enjoy.
So What?
MCCP believes that it is critical that your brand considers the changing dynamic of the Irish Dad