Interactive: a.k.a Digital/New Media/Mobile/Social

By the time you read this, yet another channel/innovation/discipline will emerge. The important thing is, we will know about it, and if it makes sense to do so, use it to your advantage. There has never been a better time for a Challenger Brand to out-maneuver its competition, because there have never been so many ways to connect with your audience.

We think best practices in “new” communications are downright old-school, applying the tried and true techniques of direct marketing — testing, measurement and discipline — to the newer options. Twitter … rich media … Google ads … and whatever else might come in the future must be strategically sound, make the brand connection, stimulate action, and turn your customers into admirers.

It’s also absolutely critical to stay true to the values and the voice of your brand. In a world where marketing is truly personal, honesty is king.

That … and coupons.