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The Passion Issue
In this issue, we focus on consumer passion points and explore how brands are leveraging them to cut through.
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All articles from this issue
Which brands are consumers passionate about? How do these brands turn engagement into sales? What can we learn from campaigns that might not have gone as planned?
You might wonder why brands care about passion. The truth is that the way consumers feel about brands is a proven driver of sales.
It is inevitable that brands will try to leverage ‘passion points’ as a way to create meaning and relevancy. However, it’s not as easy as it looks.
Access, participation and social are core attributes that enable mobile to enhance or tap into consumer passions.
Businesses no longer have to choose between mass market reach
and niche market richness. They can have both.
By contributing to big sporting events, brands can endear themselves to fans.
How has this enduring legend thrived in today’s “I want it now” culture, and what can marketers learn from him?
How would a philosopher deal with the brand challenges that marketers face every day?
There are lessons to be learned from brands that have looked to entertain. Kate Rowlinson highlights campaigns that have embraced consumer passions.
NERF Blasters are colourful toys that fire foam darts or disks, but this type of play is not always seen as appropriate for German children. How do we sell them?
Loewe was challenged to find a new communications approach for its new product line – the Connect ID. How could we articulate its premium brand values to a broader audience?
Families can connect virtually, but physical family time has become a precious commodity.
By Virginia Pino, SVP Market & Consumer Intelligence, MediaCom Canada
Companies need to develop a mobile strategy if they hope to future proof their businesses.
Many brands try to connect with consumer passions, but it’s tricky: you have to be specific.
Watching our favourite shows is no longer a passive experience, and brands need to create content that engages if they want consumers to talk about their ads.
MediaCom analysed Twitter mentions related to Olympic sponsors during the Games. What we found demonstrated that social media activity is not simply about total follower or reach...
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