Back in the 1980s London agency BBH came up with a brilliant ad campaign that is now their corporate mantra. The ad was for Black Levi’s and featured a single black sheep in a flock of white ones. The strap-line ran: “When the world zigs, zag”.
Identify a gap in the market and fill it with something different enough to be exciting but relevant enough to sell: this has long been the holy grail of marketing.
When the world zigs, zag – BBH campaign for Black Levi’s, 1982
In the past, the best ideas depended on sheer creativity and gut instinct as much as market research. Today’s brands have an always-on, direct line to their customers.
As video and images come to dominate social media, social listening tools need to adapt. It’s a sign of the visual times that Brandwatch is introducing logo recognition to its monitoring dashboard.
The new “Image Insights” tool (see this guide for info) allows users to find images shared on Twitter that contain their brand’s logo – or those of their competitors.
For big brands, this is exciting stuff.
If you’re Pepsi, for example, you’d be able to see that your logo has featured in more than 8 thousand images posted on Twitter in the last 28 days. The screenshot above shows a selection – this is exactly what Pepsi’s marketing team would see on their new Brandwatch dashboard. Continue reading →