Comments on: Brands beware: With the iPad things just got more confusing http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/ Simon Mainwaring is a branding consultant, advertising creative director, blogger and speaker. Mon, 06 Sep 2010 21:53:12 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Simon Mainwaring http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-505 Simon Mainwaring Thu, 01 Apr 2010 00:39:58 +0000 http://simonmainwaring.com/?p=1875#comment-505 True, and thanks. Brands are increasingly becoming content providers just as consumers are becoming distributors or advertisers. Though I do think that content must always be grounded in the truth of the brand that is borne out in their products. Random associations between a brand and content may work once or twice but after that it seems disingenuous and the brand suffers. But moving forward brands must become content providers and media outlets to hold consumers attention for sure. Thanks so much for the feedback. True, and thanks. Brands are increasingly becoming content providers just as consumers are becoming distributors or advertisers. Though I do think that content must always be grounded in the truth of the brand that is borne out in their products. Random associations between a brand and content may work once or twice but after that it seems disingenuous and the brand suffers. But moving forward brands must become content providers and media outlets to hold consumers attention for sure. Thanks so much for the feedback.

]]> By: basicmarketing1 http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-504 basicmarketing1 Wed, 31 Mar 2010 23:38:15 +0000 http://simonmainwaring.com/?p=1875#comment-504 Good ideas. The upside to this trend is that content, I believe, becomes more valuable as there becomes more ways to use it: book, blog, text message, Website, game, movie, etc., etc. The challenge for most companies is that they view themselves as product marketers, not content providers. They are unprepared for the unending demands for content that social media demands. Additionally, in a very liberal sense, isn't a brand just another word for content? A brand like Nike depends on a variety of associations that have little to do with the exact specifications of athletic shoes. Good ideas. The upside to this trend is that content, I believe, becomes more valuable as there becomes more ways to use it: book, blog, text message, Website, game, movie, etc., etc. The challenge for most companies is that they view themselves as product marketers, not content providers. They are unprepared for the unending demands for content that social media demands. Additionally, in a very liberal sense, isn't a brand just another word for content? A brand like Nike depends on a variety of associations that have little to do with the exact specifications of athletic shoes.

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-375 Simon Mainwaring Thu, 04 Feb 2010 03:58:56 +0000 http://simonmainwaring.com/?p=1875#comment-375 I know. Thank God we're not in marketing. oh, wait. It is a constantly moving target and exhausting for brands (not to mention consumers). And as you say, consumers are moving in the social space while content is being aggregator in endless new ways. I feel the best way to approach this is listen to your customers more attentively and, as a brand, stay true to who you are. That way the more things change the more they can stay the same. Thx, Mike. Simon I know. Thank God we're not in marketing. oh, wait. It is a constantly moving target and exhausting for brands (not to mention consumers). And as you say, consumers are moving in the social space while content is being aggregator in endless new ways. I feel the best way to approach this is listen to your customers more attentively and, as a brand, stay true to who you are. That way the more things change the more they can stay the same. Thx, Mike. Simon

]]> By: mikescheiner http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-374 mikescheiner Wed, 03 Feb 2010 07:09:19 +0000 http://simonmainwaring.com/?p=1875#comment-374 Great questions Simon. I agree with Patricia's comment regarding how the user will want to engage and interact with the content. The idea of a digital publication/magazine is where I see some incredibly exciting things. No longer a glorified e-book or pdf that you can flip through. But "live" pages that have links, videos, and real time sm feeds and AR interaction. Content in some cases will also be customized based on the users previous buying habits. <br>The iPad is in fact a new a delivery channel for bringing brands to life due to it being a marketing aggregator for all things digital and social.<br>Just as brands were beginning to get acclimated in the social media space, here's something yet again, they'll need to figure out. Great questions Simon. I agree with Patricia's comment regarding how the user will want to engage and interact with the content. The idea of a digital publication/magazine is where I see some incredibly exciting things. No longer a glorified e-book or pdf that you can flip through. But “live” pages that have links, videos, and real time sm feeds and AR interaction. Content in some cases will also be customized based on the users previous buying habits.
The iPad is in fact a new a delivery channel for bringing brands to life due to it being a marketing aggregator for all things digital and social.
Just as brands were beginning to get acclimated in the social media space, here's something yet again, they'll need to figure out.

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-373 Simon Mainwaring Tue, 02 Feb 2010 22:55:30 +0000 http://simonmainwaring.com/?p=1875#comment-373 Thanks and I agree, Patricia. Consumer experience and not content creator channels should drive planning in the future. I think content and media owners need to think in terms of horizontal matrices (with several channel touch points) rather than vertical silos. I like your example of the Mag plus.Tools that map consumer daily experience and media interactions will also be critical and I'm not sure those exist yet. Hopefully media and content providers will recognize this period for what it is - full of enormous potential and scope for reinvention. Best, simon Thanks and I agree, Patricia. Consumer experience and not content creator channels should drive planning in the future. I think content and media owners need to think in terms of horizontal matrices (with several channel touch points) rather than vertical silos. I like your example of the Mag plus.Tools that map consumer daily experience and media interactions will also be critical and I'm not sure those exist yet. Hopefully media and content providers will recognize this period for what it is – full of enormous potential and scope for reinvention. Best, simon

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-372 Simon Mainwaring Tue, 02 Feb 2010 22:09:44 +0000 http://simonmainwaring.com/?p=1875#comment-372 Hi Rusty, and thanks. I totally agree that what we sell is content. And we should focus on across platform strategies rather than top down ones. The question is how individual companies that create content within pre-exsiting silos can reframe themselves and their offering to respond in the way. There a fundamental tension between the us against them competitive business mentality and the everything for everyone capacity of technology and expectations of consumers. I think you're completely right. Getting there will be hard. Thanks so much for the great feedback. Simon Hi Rusty, and thanks. I totally agree that what we sell is content. And we should focus on across platform strategies rather than top down ones. The question is how individual companies that create content within pre-exsiting silos can reframe themselves and their offering to respond in the way. There a fundamental tension between the us against them competitive business mentality and the everything for everyone capacity of technology and expectations of consumers. I think you're completely right. Getting there will be hard. Thanks so much for the great feedback. Simon

]]> By: Rusty Speidel http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-371 Rusty Speidel Tue, 02 Feb 2010 21:46:17 +0000 http://simonmainwaring.com/?p=1875#comment-371 If I'm a print publication, I'd be pretty excited. I still believe that editorial point of view, quality content, and customer-focused approaches will allow brands like the NYT, WSJ, and Newsweek thrive in this new medium. We buy content, not platform, but so many folks in the digital department have forgotten that. As Sports Illustrated's iPad demo shows, the content is still the king, as it always has been. Now is NOT the time to get all territorial and top-down, but to embrace the synergies across departments and assets, including the customer's point of view, to create something totally new and fantastic. If I'm a print publication, I'd be pretty excited. I still believe that editorial point of view, quality content, and customer-focused approaches will allow brands like the NYT, WSJ, and Newsweek thrive in this new medium. We buy content, not platform, but so many folks in the digital department have forgotten that. As Sports Illustrated's iPad demo shows, the content is still the king, as it always has been. Now is NOT the time to get all territorial and top-down, but to embrace the synergies across departments and assets, including the customer's point of view, to create something totally new and fantastic.

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-367 Simon Mainwaring Tue, 02 Feb 2010 10:23:24 +0000 http://simonmainwaring.com/?p=1875#comment-367 Thanks, Mahei. Hopefully our work with brands can help this shift in perspective, not because its right, but because its in their best interests. Thanks again, Simon Thanks, Mahei. Hopefully our work with brands can help this shift in perspective, not because its right, but because its in their best interests. Thanks again, Simon

]]> By: Iconic88 http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-366 Iconic88 Tue, 02 Feb 2010 10:08:08 +0000 http://simonmainwaring.com/?p=1875#comment-366 Fully agree Simon. The most effective approach would be to view themselves as a start-up and see how you would invent themselves today to engage the social space and best practice it. <br><br>Anchoring is vital in a fluid and dynamic environment. Anchoring in the form of 'a clear definition of purpose, core values and contribution that serve as a compass' to safely guide brands away from the 'rocks'.<br><br>Service is an absolute must. Amazing huh Simon? Change the language, change the perspective. Brand management seems more mechanistic, controlled and reactive. A service provider is proactive, open, empathetic and solutions based.<br><br>Best, Mahei Fully agree Simon. The most effective approach would be to view themselves as a start-up and see how you would invent themselves today to engage the social space and best practice it.

Anchoring is vital in a fluid and dynamic environment. Anchoring in the form of 'a clear definition of purpose, core values and contribution that serve as a compass' to safely guide brands away from the 'rocks'.

Service is an absolute must. Amazing huh Simon? Change the language, change the perspective. Brand management seems more mechanistic, controlled and reactive. A service provider is proactive, open, empathetic and solutions based.

Best, Mahei

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/brands-beware-thanks-to-the-ipad-things-just-got-more-confusing/comment-page-1/#comment-365 Simon Mainwaring Tue, 02 Feb 2010 04:54:51 +0000 http://simonmainwaring.com/?p=1875#comment-365 Thanks so much for the fantastic reply. Especially the answer to the third question. I agree media and advertisements need to re-invent themselves and that is a tall order for existing companies.To me the most effective approach would be to view yourself as a start-up and see how you would invent yourself today to engage the social space and best guesses as to its future. Start with consumers and how they are relating. See yourself as a service provider not a brand manager. And accept, like old fisherman, that it takes time to earn the knowledge of where to throw your line on what day and in which water. Urgent patience is required. Yet another skill to master. Thanks for the great comment, simon Thanks so much for the fantastic reply. Especially the answer to the third question. I agree media and advertisements need to re-invent themselves and that is a tall order for existing companies.To me the most effective approach would be to view yourself as a start-up and see how you would invent yourself today to engage the social space and best guesses as to its future. Start with consumers and how they are relating. See yourself as a service provider not a brand manager. And accept, like old fisherman, that it takes time to earn the knowledge of where to throw your line on what day and in which water. Urgent patience is required. Yet another skill to master. Thanks for the great comment, simon

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