SAN JUAN, PR -The most effective marketing strategies begin with brand-building rather than channel selection, according to Ritu Trivedi, client president at WPP Group’s Mindshare.
It makes sense that brands’ natural “channel-agnosticism” is even more ingrained given the endless complexity associated with the variety of media pathways consumers are constantly jumping around to.
“What they’re thinking about is branding, building brands, and what that long-term strategy really needs to be,” Trivedi told Beet.tv’s Rob Williams at the Beet Retreat San Juan.
Trivedi outlined Mindshare’s overarching approach to marketing strategy, which revolves around what the agency calls the “Four Cs”
“The first ‘C’ being culture and culture needs to be the foundation of everything we do,” she said. “The remaining three Cs are about content, community, and commerce.”
This framework, which Mindshare also refers to as “worldbuilding,” creates a foundation for meaningful consumer connections that transcend individual channels or tactics.
“If they’re not playing within culture, if they’re not …