When deciding whether to align your brand with a key cultural moment, whether a forthcoming holiday or a tentpole event, determining the right audience and product fit can make or break consumer response, according to a column in CM sister pub PRNEWS.
The piece outlines several insights to keep in mind when aligning your brand with a cultural moment:
“Use the occasion as an opportunity to demonstrate brand humor, values or tone of voice, rather than trying to become part of a cultural moment long-term,” writes Susannah Morgan, Deputy Managing Director of UK-based Energy PR. “Unless the fit is really obvious (1-800-Flowers and Valentine’s Day, for example), becoming part of a cultural moment or mood is not achieved with one campaign. It requires relentless, consistent and successful effort over time, gradually increasing relevance with the audience. Become part of the tradition through repetition.”
And finally, “great audience and product fit will make it easier to own moments, big or small,” she writes. “And that’s a key lesson: brand partnerships or cultural alignment in the mind of the consumer must start with audience and product relevance, and the common ground in values and experiences.”
Read the full article in PRNEWS.
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