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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