A Good Brand Feels Appropriate: Media Affects the Message
You wouldn’t express your brand message the same way on a billboard as you would on the screen of a digital kiosk. Different media have different functions and effects. But that doesn’t mean you change your brand message. It means you apply it to various media in appropriate ways. You can’t see radio and you can’t hear a print ad—unless you rip it. Figure out the most effective way to express your brand message in the media you use. But first, choose media that your audience will experience. If your audience lives in Minnesota and 89% of them get their style advice from obscure Japanese websites do you really want to invest in a sponsorship at a shop in the local mall? Market where your market is. Choose the media they use. Apply your brand message in an appropriate way for the media. Thank you!