The Long Tail of Brand Building – Fast, Cheap, and Out of Control
Mohammed Iqbal, a Creative Planner at Ogilvy & Mather Advertising, Bangalore (India), has just published a fantastic 22 page paper titled THE ELONGATING TAIL OF BRAND COMMUNICATION: An approach to brand-building incorporating long tail economics, and it is a must-read.
He neatly summarizes Chris Anderson’s Long Tail theory and applies it to brand communications.
There’s nothing sacrosanct about the single-minded brand proposition. In fact, in markets of abundance it is the wrong strategy to follow. In these markets, it makes sense to make available in the market every single proposition your brand can and should stand for.
Frenzied Waters, Campfire’s big summer campaign for Discovery Channel’s Shark Week, was a huge success. Bloggers, radio personalities and the general public hunted for mysterious “Shark Attack” capsules, capsules that contained the artifacts of oceanic tragedies. Some from times past, some that hit closer to home than anyone could have imagined.
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