| Home > Media > Brand development in the era of sceptical, militant, tech-smart consumers |
| Brand development in the era of sceptical, militant, tech-smart consumers | | Date Created: 12 May, 2005, 10:02 AM |
 Supermarket shoppers will soon have the ability to wip out their personal digital assistant, run a product bar code through the PDA's reader slot, and automatically download information from a Google or Yahoo about the product manufacturer's track record with environmental abuse or third world labour exploitation. What will that mean for digital brand marketeers, trying to catch that shopper's attention and foster a positive image for their clients' products and services? Adam Good, Managing Director of Sydney agency, Tribal DDB, has worked in multimedia for organisations ranging from Microsoft to News Ltd. He has tried to distil the industry’s best practices and implement them into the development processes at Tribal DDB. What are the secrets to coordinating so many creative people in cross-platform, cross-device development efforts to impress advertising/marketing clients and have the public craving more? Is the battle to persuade consumer audiences not to skip over marketing campaigns - as they are fully equipped to do in this digital video recording era - going to be won, and if so, how? Adam talks about his experience with video-capable "3G" mobile phones, interactive TV and broadband initiatives. He discusses the differences in approach necessary for each – and the common themes. It just may turn out that the techniques needed to satisfy a 21st century advertising client are similar to those needed by an entrepreneur who must persuade investors to commit capital to an enterprise, or a CEO who needs to persuade a Board and staff that the company’s founding vision still holds.
Quicktime version for Mac users here
Flash video version for Windows PC users here
H264 version for video-capable cellphones can be right-click downloaded from here. Windows Media version can be right click downloaded from here.
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