Exact(4)
Rather than fall into the traditional celebrity trap of being used by companies to sell even more products in exchange for a multi-million dollar cheque, Will.i.am decided to approach brands with his own solution, the Ekocycle project.
With a content-focused approach, brands can shift toward episodic content, showcasing raw craft similar to what Anthony Bourdain did with viewers to achieve true brand affinity.
By building programs based on customer profiles, rather than a one size fits all approach, brands will be able to dramatically increase customer retention, sales volumes and ticket size.
Whether or not you agree with his 'media is the opposition party' slogan, your brand can learn something from this approach: brands no longer have to rely on traditional media channels.
Similar(56)
They have issued stinging criticisms of the "Jesus-myth" approach, branding it pseudo-scholarship.
The two of us learned about this approach, branded as service-based leadership, in the United States Marine Corps.
"You've got your communities of affinity, viral marketing, information pricing, users-provide-the-content approach, branding, and Larry Harvey is the very essence of today's iconoclast-savant C.E.O.," said Brad Wieners, 32, editor of the book "Burning Man" (Hardwired, 1997).
The duo's swipes at social commentary are lost in an album that grabs at a dozen different tools, none of them plugged in; or, as Zach Baron described the album's approach, "brand partnership mixed uneasily with social advocacy".
We look for properties where we can add some value -- for instance, a condo project that's distressed -- and come in with a different approach, brand and marketing campaign.
There are two ways to approach brand affinity: measuring brand affinity through technology or a content-focused approach.
As this paradigm shift continues, creators and influencers have to protect their magic and approach brand opportunities carefully.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com