They care sometimes

People don’t care about your brand all the time, they care about it sometimes. And that is the moment it’s important to start the conversation.

Just like search engine marketing helps connect products and customers when doing a keyword search, brands need to start finding out how to be available and accessible to participants when they want to connect.

Message based traditional advertising tries to create interest and care – when and where brands (or media agencies) find it best
. But new experience and/or services based advertising let’s the participant decide. When they are interested WE are only a fingers length away.

The “browsered” Internet isn’t any good at this, because it’s only accessible when the context is “laptop-friendly” (or even more difficult, PC-friendly)

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. By that I mean when the participant is in a context and space where they are able to use their laptop and connect.

How often are you in a space that is “laptop-friendly”? Or let me rephrase it: How often are you in a situation that is not “laptop-friendly”? And when does the desire to connect or seek value occur?

New digital opportunities are perfect for mobile, and the mobile will grow because of the opportunities brands discover while exploring how to offer value outside messaging. Because they will need to be accessible all the time, at the will of the participants, and facilitate the activity the participant needs facilitating.

Democratizing brands also means democratizing accessibility.

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  1. December 11

    That’s way right! I kind of dislike the web 2.0 and web 3.0 definitions and all that, even though it does provide a pretty common ground and context to discuss within. So, I will use the web 3.0 term. And I think this is exactly what that is. I hope it will be. Realizing and working hard to make sure that we do less campaign sites and short term efforts and come up with a way where it’s all on the “end consumers'” terms. They get what they want, where they want it regardless of platform and end node, and when they want it.

    When we’re interested in something – we google it. We don’t buy anything really without reading up on it. It’s flipped the script on everything. Because if “knowing about the features” is the primary decisive variable in purchase decisions, it no longer means that our “print ads, tv ads etc” have to be about communicating those features, which was the case before. That should ALWAYS be available a few seconds away. I love it.

  2. December 11

    Hi O.S
    Thank you for contributing your thoughts.

    I’m writing this in context of creating loyalty, not direct monetary value. where brands invest in services that ad value to a situation/context in the participants lives.

    It’s tools that help customer retention, that creates relationships, accumulates data that is sent right back to the brand. I’m thinking it’s important to fill the holes in the bucket rather than pouring in fresh water from the top. It’s trying to find smarter ways to listen and extending the product and marketing from creating gut feelings and anticipation to participating with the customer in experiences.

    Although I love your take on it, I was thinking more in the lines of direct access to engaging in valuable experiences facilitated by the brand, not direct access to product information.

  3. December 13

    Helge – I don’t think that being available is enough – you have to be valuable as well. Brands like Nike have begun to realize this, and are CREATING experiences for people to participate in, rather than just trying to barge their way into them (Nike + is a great example).

  4. December 13

    yes Steve :o) I agree. I’ve been writing a lot about value during the last couple of months so I focused mostly on communication in this post – not thinking enough about new readers. :o)

    What is a brand without value?

    My point is that the participants demands for brands to be available, with their value, at any given time, will increase. And brands need to start thinking more creatively about what there value is, how it can be communicated outside of messaging and how to make it accessible when the participants want it.

    Thanks for commenting.

  5. […] is similar to the point I was trying to make in the They Care Sometimes post. Your product is important, and when it is relevant customers think about it, but when they […]

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