Marketing campaigns should always start with a communication concept: a conceptual premise and framework that attracts attention and engages an audience in a way that penetrates each viewer's mind, and captures the audience's collective consciousness. It is the foundation of your brand story.
Developing an appropriate communication concept is the first step in creating your own distinctive marketing strategy: a strategy that employs the signature audio-visual-performance vocabulary needed to create an identifiable brand-associated campaign presentation. It is this presentation idiom that provides the communication tools needed to make your brand unique and memorable.
No, they are about the story, the brand story, told in a compelling fashion so that it resonates and impacts the audience in some meaningful manner.The Language of Branded Presentation
The same can be said for visuals and performance, the communication elements that collectively with sound creates the language of brand presentation.Core Concept Development
Brand Story Sustainability
Put another way, you have access to website traffic, an audience that is searching for something, it is the job of your brand story to reach deep into that audience's psychological makeup, and give them a jolt of desire for what you offer. Your brand story scenario and characters vicariously represent this audience, and as your onscreen brand representatives move through the plotted arc from skepticism and mistrust to acceptance and desire, so too will your audience.
A Web Audience Must...
If you haven't already figured it out, the best way to implement such a brand strategy is with an ongoing Web-video campaign, but if you still have doubts consider that a Web audience must relate to your brand in a way that conjures life experience, values, attitudes, and preconceptions. That audience must be affected and subconsciously influenced by the performance, as well as visual elements, sound design, and mnemonics.
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