Brand Marketing

In the wonderful world of marketing technology (MarTech), the only constant is change—and 2020 will be no exception.

In 2017, Pepsi had a banner year: their market share was increasing, their leadership was a model for diversity & inclusion, and they were celebrating 10 years of consistent revenue growth. Yet, in all their new-found swagger, they had a major stumble: a tone-deaf campaign from their in-house agency that attempted to jump into the speedway of culture through a Kendall Jenner spot that left the company in a tailspin of criticism that united the internet.

It’s been a while since I’ve seen an article proclaiming, “TV is dead”, thankfully. But the options available to consumers in how they consume TV content continues to evolve and change.

Here on Branding Strategy Insider, we’ve discussed the value of demographics in brand strategy many times. For instance, in Mark Ritson’s article “The Everlasting Value of Demographics,” he states, “… using demographics as part of a broader approach to behavioral segmentation and targeting remains a valuable activity for many marketers and brands.” And in “Brand Growth and Changing Demographics,” Walker Smith compared Millennials to retirees and observed the surprising value of the “silver economy” as “a robust source of innovation and future growth.”

Companies have sales strategies for their products and distribution. Brand and product messaging rely on content and flow. Today that includes television advertising and the various forms of social media available on multiple devices.