Allen Adamson managing director at Landor Associates in New York just released the book BrandDigital: Simple Ways Top Brands Succeed in the Digital World. And in an effort to practice what he preaches (marketing digitally) Adamson’s Digital Mad Men videos have been popping up in discussion all over advertising and branding blogs. The clips use voice over, abuse interactive buzzwords, and demonstrate clearly that people want “more cyber friends”!
A couple quotes from the BrandDigital book:
“The good news is that marketers today have at their disposal a full range of tools and technologies with which they can decipher where and how consumers are getting their information and making their buying decisions.”
“There is only one thing that’s set in stone in this marketplace: consumer behavior should be your guiding light.”
This punchy statement brings up an interesting thought. Although Adamson’s book is primarily digitally focused, this insight extends into the physical world – people do things that they will never tell you. In other words, the discovery of what people DO is many times different than what they SAY. This knowledge could come from observation in a shop-a-long, an ethnographic interview, or by looking over a social media monitoring dashboard (an interactive tool for finding out what is said and done online relevant to your business or brand)
For more thoughts on digital branding listen to Allen Adamson on Two West‘s very own radio show: The Brand Show: