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You’re not a “tech company” that happens to sell [insert product].

It started in 2010–2011 with a rally cry that brands needed to become “media companies/publishers” in order to survive — “Red Bull is now a media company that happens to sell drinks.” Let’s get one thing straight — Red Bull never has been, nor ever will be, a media company. And, no, Red Bull Media House doesn’t count. Red Bull is a beverage company. End of story. Thankfully, most brands quickly realized that acting like a publisher was foolish and quite difficult, and for the most part, the mindset died.

Fast-forward 6 years. A lot can, and did, change. Unfortunately, one of those changes was the evolution of moving from a “media company” to now becoming a “tech company.” Just as declaring Red Bull a “media company” was shortsighted, so is this new craze of trying incredibly way too hard to associate your brand with technology. Continue Reading

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The Truth About Experiences

Consumers’ mindset and behavior behind how and why they spend their money has vastly shifted over the past few years. They still value owning “things,” and they still spending money on material items, as a society, across all ages and income levels, they increasingly trending toward experiences.

A recent article in AdAge touched on this trend: “Advertisers are thinking beyond channels like TV or outdoor or online, and starting to focus on how to create moments of enjoyment for their customers.”

The problem most brands have is they’re too focused on creating instead of sharing. As brands, you don’t control or dictate the experience. Take a step back, allow consumers to invite you to participate and then ask to share those experiences.