Brand Stars

As brands seek to continue transforming at speed, they require a new set of tools to build a structure that will withstand shake-ups in the digital landscape.

The CNN town hall in Milwaukee gave President Biden a chance to “speak to the American people,” said a Marquette University professor. When Biden arrived in Milwaukee (February 16) billboards spoke directly to the President.

While the nation battles COVID-19, and vaccination rollouts seemingly remain disjointed and chaotic, it is likely that more eyes than ever will be watching the Super Bowl from their homes this year.

Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. The omnipresent billboard also symbolized something more earthly: our deep cultural connection with out of home advertising.

Ever been able to recite a YouTube pre-roll ad or found yourself annoyed at a poorly timed pop-up? Then you know how powerful a presence advertising is across our digital experience.

Last year’s Super Bowl was the least-watched in a decade. In fact, Super Bowl audiences have been shrinking every season since 2015. And this year, the shadow of COVID-19 looms large.

Getting customers for your brand’s products or services can be tough and staying in your target audience’s mind can be an even bigger challenge. However, the rewards are greater as well. Brands want to be the first business they think of when they’re looking for a product or service.

The word “unprecedented” has been used a lot to describe 2020. Only a few weeks into 2021 and it’s seeping into the new year as well. Yet, we’ve learned over the last several months that as people we are resilient and determined to find hope and optimism through it all.

Brand awareness has been at the forefront of priorities for digital marketing managers the last couple of years and has become even more important amidst obvious market changes. So what exactly does it take to achieve this?

Shifts in the environment have naturally created shifts in our psychology and behaviour, and it’s made the common phrase “‘you want what you can’t have” seem ever more poignant.