BEING CONTEXTUALLY RELEVANT IS AN ONGOING MODE, NOT A ONE TIME ACTIVITY
It has never been more important for brands to appear to be a part of the day-to-day realities of our lives. Being contextually relevant is a brand strategy that the best brands today take seriously and succeed with.
It drives brand affinity and keeps brands top of mind. Its makes us feel that this brand understands me, and what’s going on in the world around me. They are here, now, with us on this journey.
While deliberately trying to be part of culture is nothing new for brands, doing it relentlessly and with imagination in a multitude of small ways, is. That is the result of the Internet, media fragmentation, and the huge expansion of multi-channel, multi- device usage behaviors among people.
360i (my agency) like many others does a great job of helping brands to be current, even to be real time, either way the aim is to help brands be (contextually) relevant.
I think some marketers think this is a one-time thing. But it is not. It’s a new mode. It is a strategy that needs to be committed to and stuck with. And it means test and learns, it means taking smart risks with new platforms, partners and activities.
But when you can get into that mode, it brings huge opportunities to reach new audiences and redefine how brands can engage consumers. And in doing so make even the most everyday brands feel super relevant.
Here’s an example for Miracle Grow doing just that for the start of spring.