20 Reasons Why Antony Young's Book, Brand Media Strategy Is A Must Read - Steve Blacker

1 As CEO of Mindshare of North America he has a unique insight and perspective of the challenges created by all the media choices today and what a brand needs to do to capture a time pressured and elusive consumer2 Brand Media Strategy explains how the rules of engagement have changed and Digital expertise has moved to the center of planning The importance of microtargeting and the need to focus on earned media as well as paid3 One can learn how to develop a strategic and holistic plan that drives brand marketing across platforms4 Convert interest into to intent to purchase by leveraging the database of intentions Google now offers advertising as information and treats websites as television channels5 That people don39t want more products they want more experiences For advertising to reach consumers and not be filtered out it must be in a relevant place where the consumer will be more likely to engage with the message6 How the digital era has bypassed demographics and online search is now the most important medium in advertising7 Cut out advertising waste8 Create a unique and valuable position involving a different set of activities Develop differentiation that delivers a competitive advantage9 Acquire expertise in consumer insight10 Focus on outcomes not outputs by setting the right communications goals11 Translate business goals into communication goals12 Convert intent into action at the point of sale13 Use insight over analysis quotData is not information information is not knowledge knowledge is understanding understanding is not wisdomquot Cliff Stoll and Gary Schubert14 Focus on people rather than consumers15 The media experiences influence branding and which drive behavior Types of context that make the messaging more relevant to consumers16 How to motivate people to be brand evangelists or share virally with other consumers17 Spark consumer brand conversations through media Manage negative word of mouth online and talk to the talkers18 Make integration real and have it work effectively19 Unlock moments of receptivity by changing the traditional approach and using more relevant locations20 How to select the right media for the right job and execute it properly to achieve successSteve39s most recent book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Media ReinventionsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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20 Reasons Why Antony Young's Book, Brand Media Strategy Is A Must Read - Steve Blacker

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20 Reasons Why Antony Young's Book, Brand Media Strategy Is A Must Read - Steve Blacker

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