Branding Conversation: Go Ahead and Butt In

Getting in the middle of a conversation that’s already going on, versus creating a conversation and asking consumers to come in is the key to effective advertising.

Doing the latter is as silly as the following conversation:

Person 1: Hey, did you hear about Michael Jackson?

Person 2: Yeah, I loved him. I already miss him!

Brand: Hey, you over there! Did you know most of insecticides have nerve poison that causes a cockroach to have muscular spasms that make it flip on its back? Without muscular coordination the cockroach cannot right itself and eventually dies in its upside down-position. Wanna buy some bug spray?

Irrelevant.

But take interactive shop Deca (Digital Entertainment Corp. of America) for example, which inked a sponsorship deal with Target for its Momversation show (above). This content is uniquely relevant to the target audience that the brand fits comfortably into. Plus, it utilizes bloggers that already have influence within market.

Now that’s relevant!

What conversation can your brand butt into today?

Jinean Robinson is a CCIO (Chief Creative Infections Officer) in this industry for 8+ years, specializing in creative strategy and implementation, 360 branding, and brand development. Join her @twitter or her firm Germ, LLC.