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Challenger brands appreciate that any touchpoint is a potential platform or mode of expression, from packaging, to Instagram copy, to internal communications.
But they have found new potent, even alchemic ways of blending channels and content together to scale their story.
Carefully created content and distinctive experiences combine with social feeds to mark out magnetic moments in time. Frequently, these activities are underpinned by partnerships, which in today’s world have become new organising mechanisms.
The articulation and curation of these activities tend to reside internally, working up close with
a very tight group of content or communications agency specialists. Whether in-housed or out- housed, the sense is of one voice and one group, working with journalistic instinct.
The Old and the New
In our study, we found almost no evidence
of ad tech being the nirvana of business success
(a message often heard in certain conference symposiums). In contrast, these challengers, with purposeful and artful common sense, use old media and classic techniques as much as the modern media apparatus.
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