So it’s that time of the year again, when a new version of the iPhone is released and met with much excitement. Diehard fans happily line up to get their hands on the magic phone before everyone else. In Adelaide, Australia, long lines form outside the stores, despite the drizzling rain that has kept the temperature at 4 degrees Celcius.
The Ice Bucket Challenge, Robin Williams, Ferguson, Gangnam Style, The Harlem Shake. Every few months or so, a topic makes the headlines, gets the attention of virtually everybody and spreads like wildfire. For marketers (and anyone out there who wants attention), these topics are a gold mine. Here's the chance to capitalise on a major story, to newsjack and piggyback on the success of something that's already going viral. I call this the "too-soon" marketing.
In 2013 when I just graduated from uni, I didn't have enough relevant industry experience to give me a leg up in the job search. No fear. I created my own marketing campaigns.
The lesson of brand consistency that a Melbourne church has taught me.