I have been reflecting recently on viral marketing and it’s capacity to build global awareness almost instantly…
Like every great marketing technique there is a formula:
It has to be interesting and in a way that really stands out whether its wacky, creative, controversial, unexpected or inspirational.
This is one of my favorites (maybe the world’s best? – that probably depends on your criteria…..), it connects with viewers emotionally with a simple powerful idea that connects people around the globe…enjoy!
On a recent airport layover I picked up a copy of Business Week with picture of a Model T on the cover. The cover story was about Ford’s efforts to revamp their company, their brand and their marketing department.
After reporting record quarterly losses and a 50% reduction of market share since 1995, the company identified its marketing operations as those that could revitalize the slumping auto giant. So it hired a chief marketer away from Toyota – a creative and innovative leader among US car brands – and set on a new course. Put simply, James Farley’s task is the epitome of the “easier said than done” mantra: Infuse a market culture into the Ford Motor Company.
What did he do?
Restocked their creative agency, WPP, with fresh, accomplished brand gurus from around the globe
Invited 30 of their most influential sales dealers for a candid series of focus group meetings on everything from branding and slogans, to advertising and sales incentives
Reorganized his team with brand managers reporting directly to him – ensuring bureaucratic procedures don’t fracture the new brand messages
The result is a renewed faith among the iconic auto maker’s faithful. Rising gas prices and decreased consumer confidence can be a death blow to a company that introduced the SUV and whose sales are decidedly pick-up truck-heavy. But with a few fresh ideas and a new commitment to sound marketing tactics the future appears brighter than it has in years.
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