Brand Dynamics is the brain child of Mark Sokacic,
I’m a serial entrepreneur having started up Aesthos Design, Flip Digital, Flip Systems, Cannogram, NME Ventures, Twilight Cinema and Outdoor Visuals. Currently established in Christchurch, New Zealand.
I’ve spent a lot of time working with large private and public sector concerns in New Zealand and Australia in the IT consulting and project management space as a contractor in between enterprises, but nothing is as good as running your own show.
Now putting my thinking cap on to explore branding and marketing in the age of the social web. The social web is changing the dynamics of brand marketing, away from disruptive, attention seeking styles from the 50 and 60′s to new dialogue based styles based on exchanges of influence between participants – Influence marketing.
Most purchasing decisions are based on what other people say – 70% in fact and only 30% are based on what disruptive style ads tell us to buy. Old marketing tried to establish word of mouth through the influence economy by saturation advertising, sometimes it worked depending on the quality of the creative or just that it fitted the zeitgiest, mostly it didn’t work. For instance Brands like 42 below and Red Bull never advertised to get started. But this ad overexposure has now inured us to disruptive marketing. It’s harder and harder to get a message across now and above the line techniques are becoming uneconomic with a low if not negative ROI if it’s possible to measure a return in any significant way.
Understanding how the principles of influence marketing works within the mileu of a social crowd in the age of cloud computing is going to take some thought and that’s why i’m entering this space, to try and tack on some new thinking into how dialogues can be designed, managed and monitored and improved. i.e Influencing crowds in clouds.
So i’ll bring together some thoughts and theories on how the age of crowds and clouds is changing how marketing should be applied.
