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An interesting article in Marketing Week opens up a conversation about the role brands play in shaping popular culture.

The Cultural Crossover

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We talk often about the length and life of the engagement we as marketers have with the consumers. Once the product is delivered into the hands of a customer, does our engagement end? Many of the strongest brands suggest the answer to that question is a resounding, “NO.” Once a brand is established, it would seem that a whole new series of marketing challenges are presented.

Some questions and prompts for class engagement are suggested below. This could make for a very interesting discussion!

  1. What brands can you think of that are currently influencing popular culture?
  2. What is the strategic benefit to the company by pushing the “cultural crossover” of its brand?
  3. How does the IMC plan change for a company once its product/brand is mature?