While the marketing world is preoccupied with trying to fix advertising, everyone is missing the simple fact that consumers have already solved the problem.
Admittedly, its a tough concept to swallow, but consumers have moved on. Theyre making decisions without us. Theyre the most connected, well-informed buyers this world has ever known. And their insatiable appetite for text, email, blogs, social networking and the like has enabled them to share opinions and recommendations in ways no one ever imagined.
An interesting side effect of all this connecting is how its caused the masses to segment into smaller communities who share common interests, styles, aspirations and again, recommendations. When these communities discover a brand that seems made for them, they quickly adopt it. When a brand feels broad and disconnected, they ignore it. Mass marketers who overlook this shift will continue to lose relevance.
Unless, and this is a big unless, marketers can re-think their approach and make brands intensely relevant to groups of individuals instead of the masses.
At HyperQuake, were completely reinventing the connection between consumer and brand through holistic design and technology. We break a brand down to its basic elements and then completely re-imagine every aspect of it, the product design, usability, Web experience, distribution, media, as though the entire brand was originally conceived and built for a specific consumer segment.
Progressive consumer brands like P&G, New Balance, SeaPak, Warner Bros. and Welch’s rely on HyperQuake to combine holistic design with the extreme targetability of the Web, creating highly-desired brands that understand, fit and unify diverse communities of consumers.
Take note. What NOT to do!
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