Articulatecc’s Weblog

Then: In the early days of mass marketing, if you wanted to launch a brand, a sign along the side of a busy the road could do the trick. Later, radio and television, blasted a singular message like a trumpet at a broad demographic of eager listeners and watchers.

Now: Today, the trumpet is facing the other direction. A single consumer now interactively blasts a specific request out to a broad demographic of suppliers. The entire world of Brand Marketing has been turned upside-down! That’s why a brand launch is now so much more difficult. Brands can no longer be built solely through the efforts of conventional mass marketing. i.e.: Direct response, advertising, trade shows, radio, etc. A successful brand launch today needs the both the solid infrastructure of brand identity campaign combined with a balanced of a mix of interactive and creative communication assets to support the offering.

Winners: See how this company built their brand and their customer base from the ground up using a smart combination of both traditional and online launch marketing techniques.

http://articulatecc.com/index.cfm?fxn=caseStudy.view&cs=procore&branding=brandlaunch

-brian vandenBroucke