An ongoing collaboration between Mechanica and Fast Company focused on the dynamic changes playing out within marketing and brand development.
An ongoing collaboration between Mechanica and Fast Company focused on the dynamic changes playing out within marketing and brand development.
The days of traditional media channels are numbered
vs 23%Traditional media channels are more important than ever
These days, getting the details right isn't as important as simply being part of the conversation
vs 73%In today's distributed communications environment, excellent execution is more important than ever
Companies must learn to surrender control
vs 47%It's really important to understand how to control the message as much as possible
While there may be more tools than ever, the fundamentals haven't changed at all
vs 58%We're in a time of revolutionary change when it comes to how powerful brands are created
It's critical to ensure that all of a brand's various messages are strategically consistent
vs 32%The days of strategic consistency are over, it's all about inspiration and engagement
Brand thinking must be opened up to the entire organization
vs 28%Now more than ever the core of brand thinking needs to reside with marketing:
It is more effective to launch campaigns as lots of little ideas that add up over time
vs 41%The most effective campaigns make a big splash at launch:
It's better to partner with a team of best-in-class specialists
vs 40%The best partner these days is a good integrated agency:
One-to-one is frequently over-rated, we can't forget the importance of more broad based media
vs 68%We need to shift our reliance from broad-based media to more of a one-to-one focus:
Organizational buy-in will only take you so far if the strategy and the idea aren't right
vs 38%Effective marketing is less about making the absolute "right" decision, and more about getting an organization fully behind a direction. Whatever the direction may be
With everyone jumping on the consumer generated bandwagon let's not forget the power of a great, agency-generated creative idea
vs 51%Consumer-generated marketing is inherently more relevant and effective:
The only way to get to high impact marketing is to open up the process and invite as many people into the process as feasible
vs 51%The impact of marketing decreases as the number of people involved in shaping it increases:
Following the research is the only way to make tough marketing decisions
vs 52%At the end of the day, research has serious limitations when it comes to making tough marketing decisions:
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