Successful brands do several things well, but from a communications perspective there is one crucial factor. At those key moments when decisions are actually made, a successful brand must make a greater number of people think about buying their product or service compared to the number considering a competitor.
As the government removes the default retirement age and the size of the UK population over the age of 50 increases yearly with national healthcare generally improving, one would imagine that careers for older people should continue to flourish. However it appears that in many industries, the opposite is true.
We don't just watch television as silent participants any more - we actively engage, we discuss and we share the experience in real time through social media with people from all over the world. The days of waiting until Monday morning to discuss the latest TV event with your workmates is over - Twitter is the new water cooler. It is my opinion that there is real power and profitability in capitalising on all manner of TV events through social media - and it looks like I'm not the only one who thinks so.
Our phones and tablets share data with their manufacturers and our mobile service providers as a matter of course. Apps collect data for the use of the developer as well as "data aggregators," third-party information gatherers that look to use this information as you bounce from app to app to better target you for advertising offers.
We need to redefine the very notion of what 'taking a risk' or 'being brave' actually constitutes. Indeed, you can argue that brands need to get things wrong from time to time in order to learn, a hypothesis brilliantly laid out by Tim Harford in his book 'Adapt - why success must begin with failure'.
When it comes to video production, advertising, marketing and branding there are certain tropes and ideas that tend to get banded around and eventually overused. Much like in the fashion industry when an idea can be so good and so attention grabbing that it will be lifted from obscurity and the alternative into the moronic ubiquity of the mainstream.