Welcome to episode #456 of Six Pixels Of Separation – The Mirum Podcast. Brands are in a very difficult predicament. It’s not something that is easy to write, but it’s true. Competition is fierce and it’s getting more complicated, because the types of channels and messages that a brand can create has become boundless (thanks, digital marketing). With this digitization of everything, consumers continue to become more connected, empowered and educated. One might think that this means brands have new and improved opportunities to make connections. According to a McKinsey and Company article published this past February titled, Brand success in an era of Digital Darwinism, this is not the case. The research suggests that brands are losing their impact in a world of “digitally jaded consumers.” What’s working? Good old fashioned word of mouth. Tom Asacker often sends me links to articles like this one. Just a link. They’re usually worthy of a conversation, so this is it. Asacker is a branding expert (although, he prefers to think of his work as the business of belief). He is a well-respected author (The Business of Belief, Sandbox Wisdom, A Clear Eye For Branding and many more) and a friend. Enjoy the conversation…
- Running time: 47:03.
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- Here’s is my conversation with Tom Asacker.
- Brand success in an era of Digital Darwinism.
- The Business of Belief.
- Sandbox Wisdom.
- A Clear Eye For Branding.
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- This week’s music: David Usher ‘St. Lawrence River’.
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Download the Podcast here: Six Pixels Of Separation – The Mirum Podcast – Episode #456 – Host: Mitch Joel.