There is a huge shift in marketing strategies that is taking many brands well outside their comfort zone. With the explosion of social media, agencies and their clients are scrambling to get up to speed on the various platforms and navigate their way through the challenges of new media options that seem to change and expand on a daily basis!
Traditional media buying is a moving target as print media moves toward online, and PR is a very different discipline than just a year ago. Standing still is not an option. For those of you old enough to remember the first fax machine (I hate to admit I do), it really changed the world. Things began to speed up – once a fax transmission was confirmed your clients expected a response. Now it’s email, voicemail, text messages… the list goes on.
But, the more things change, the more they stay the same. It doesn’t matter how many different communication tools are in the box, the one simple fact is: brand equity is your biggest asset. That has never changed.
Sound brand strategies are what matter, the execution of those strategies is what has, and will continue to change. And really, how exciting is that? I, for one, am very happy to move outside my comfort zone. It’s challenging, but invigorating at the same time. If our 70-something-year-old client can start her first blog, then what’s stopping you?
And if you ever doubt your ability to reinvent your brand then just remember the little white-haired 88-year-old in the Superbowl commercial…rock on, Betty White!!!!