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About once a month a few of us at the office get together during lunch for what has become known as a SWAP meeting. We share thoughts Off-White x Nike Air Max 90 Shoes All White NZ , stories and sometimes play Pictionary. It's a great way to relieve stress and learn interesting tidbits about the people we work with.


One afternoon our conversation turned, as all conversations eventually do, to the topic of The Lord of the Rings. Our discussion about differences between the book and the movie evolved into a discussion about the characters in the movie which made up the Fellowship of the Ring. The interesting thing to note was the difference in the levels of awareness of these characters by various people. We were struck by the similarities in how people remember these movie characters and how people remember certain brands.


The highest level of character awareness can be called 'the geek level?. These are people who know the character's full names as well as additional details about them. For example, knowing that Legolas, Sindarin elf of the woodland realm Nike Air Max 90 Ultra 2.0 Essential Triple Black NZ , is a great archer is comparable to those people who know the brand name, logo and jingle, all unaided. The next level, still pretty high on the scale, can identify the characters by name and race: Aragorn the human Cheap Nike Air Max 90 EZ Shoes White NZ , Gimli the dwarf and Legolas the elf. These are the people who know the brand name and correctly match it to the product still without a helping hand. Then there are the people who know the characters by the actors who play them. These people may know the parent company of the brand or the name of the product, but don't know the advertising or what the product actually does.


After that, the characters become a bit more fuzzy. They may be identified by type of being (the dwarf, the elf, the hobbit Nike Air Max 120 NZ , etc.) or even worse 'the hot guy from The Pirates of the Caribbean movie.? That's when you know your brand may be in trouble. These people may only be aware of your brand when prompted, and may not be at all aware of the advertising or maybe incorrectly identify the brand that is being advertised.


There are varying levels of brand awareness. While we'd all like our brands to be known on the geek level, realistically they may only be known by association with another brand.

It's not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite attention for virtually every marketer and we are slowly beginning to see VR and wearable technologies take off.


I've Found it fascinating to see how companies have begun to scope out new and innovative ways to integrate each of these technologies and opportunities in their marketing strategies.


However Nike Air Max Fury NZ , Though a number of my "predictions" proven to be rather accurate, there also have been more than a few surprises over the previous 12 months.


Here Are some of the very unexpected trends that have taken off this year, two of the greatest digital disappointments and my personal trend pick for 2017.


The surprise revival of silent movie One Of the most unexpected trends that made a real comeback this season was silent video. Over 80 percent of net users possess a smartphone, but normal video viewing time is 1.7 seconds, meaning customers are in quick consumption mode and entrepreneurs have had to become even savvier at catching their attention.


What This indicates is there is a real demand for articles that packs a punch at the start of the clip. If you just have a miniscule amount of time to catch a customer's attention before they scroll past Nike Air Max Flair NZ , then the movie should have an immediate hook.


A perfect example of this is that the social networking clip that Apple Pushed out after the launch of the new iPhone 7. The advert is totally silent and simplistic in nature, with every frame shifting every 0.5 seconds.


In an age where many people have our smart phones on quiet, Apple Has managed to find a way to catch our attention from the most straight-forward of manners.


Hail to the community supervisors


2016 has also become the year of the community manager. It's typical for brands to consider societal as a 1 trick pony, but the brands which are succeeding on social do not just have somebody schedule 10 tweets per day and enjoy the occasional @ opinion.


The brands which allow their community supervisors to become the Human face of this company add an additional dimension to their social networking capabilities and provide the customer with a real sense of personality.


Some manufacturers that really know how to do this are Innocent Drinks, Tesco Nike Air Max 180 NZ , Virgin Trains and Oreo. They understand the value of employing empowered community supervisors and with any luck, 2017 should see more brands following in their footsteps.


The problem with live content


Of All of the successes and surprises in 2016, some of the newer marketing methods are still proving problematic.


One of them is live content -- it just is not working out. Regardless of the potential, all too many manufacturers still do not appear to realise how to properly handle live content.


Perhaps the production value is too low, the material is too Tedious Nike Air Max 96 NZ , the performance is broken... Finally, without a high value exchange, live content is not going to have any effect with customers.


1 example of a brand that's really nailed live content, but is Experian. It retains straight-forward, weekly talks via YouTube Live Nike Air Max 360 NZ , Snap chat and Periscope to speak directly with customers about their money worries.


Experian knows that for live content to Work, companies will need to take that what a new thinks is interesting for clients is rarely what they will actually spend some time watching.


Where are the iBeacons?