ONLINE BRANDING
brands. If they don’t start new conversations with new customers, their days are numbered.
Te rise of living, adaptive branding is the product of a highly dynamic environment. Adoption of platforms such as social networks tends to follow a normal distribution: by the time the late majority have settled in, the early adopters are starting to feel as though there might be a better bar round the corner. So the platforms themselves must re-invent or be leſt behind.
Gone are the days when optimising for mobile platforms was an aſterthought. Smartphones dominate developed markets, and improved network connection is making rich media content highly available and shareable on the move. Te implications of this are revolutionary.
More than ever, brand owners need people who understand these tides of technology. Tree big
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current trends, all driven by the maturation of mobile platforms, are having a profound influence on how brands are created, managed and protected: the integration of online and offline, rich media on the go and branded content for the people, by the people.
The line is blurred
Te integration of the online and offline worlds is one of the most exciting territories for creative thinking in marketing. Experiences where the real and digital worlds augment, rather than fight, one another can be truly transcendental. It’s nice to know that among the pervasive gadgets, the real world still has a fighting chance. Tere’s hope for email too. So oſten, the emergence of new channels redefines rather than extinguishes existing ones.
It’s not new, but it’s still one of the best examples of on/offline integration there is. When T-Mobile
wanted to advertise its new range of touchscreen phones and data plans in 2011, it set up a live game of Angry Birds in a Barcelona square. Players used a phone as the controller for a physical re-enactment of the game, and witnesses of the spectacle sparked a wave of more than 50,000 shares in the first hour. A video of the event became the most shared video on the global ad charts on day one. To date, more than 18 million people have seen it.
More recently, Adidas demonstrated that its physical stores can be an open sales channel, even when the doors are locked. Its ‘window shopping’ concept at the NEO store in Nuremberg uses touchscreen technology to enable shoppers to drag and drop products from the window display on to their smartphones for immediate online purchase. With innovations like these, the days when outdoor advertising is a gentle reminder to buy, or when
Trademarks Brands and the Internet Volume 2, Issue 4 35
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