The contemporary OMMA campaigns differ from marketing strategies decade ago greatly. Today, they imply the important features of the brand companies such as consumer-oriented production. The consumers are far more important than sales growth and business profits. The second important quality is that a brand should be something of meaning. Despite previous marketing, the contemporary OMMA campaigns are not aggressive and not aimed at interrupting people. The third feature is that the brands strive not to enhance the revenues growth, but to improve the consumers’ life, which can be seen in the modern strategy of IBM company. The fourth quality is that a meaning of the brand should become a personal value of a consumer. Besides, the brands should ignite a debate about cultural definitions and break down the stereotypes. That is why brands should not be offensive to any social group
The main aim of the brand is a positive social impact through three issues – uniformity, urgency, and passion. The contemporary OMMA campaigns present the whole new way of working and changing of the entire marketing strategy. Innovative marketing is possessed by such brands as PepsiCo, Levi’s, IBM, Kraft Foods, AT&T.
Brand is no longer about placing an ad, but it is about making a consumer engaged with. Engagement is the most important feature of a brand. For instance, PepsiCo marketing campaign includes grants to help the communities and numerous actions of charity. Unlike an outdated marketing approach, the new brands imply that the consumer should pick a brand. As AT&T campaign presents, brand is an expression of a promise, based on integrated approach and unique role of social environment. IBM marketing strategy shows that the brands should think about who they are as a company. The producers should not focus on the products they sell. A brand should have a direct message for its target audience, since according to Levi’s, the true meaning of the brand lies not in the breath, but in the depth.
Value dominates over commercial interests. As well as the consumers’ needs are most significant, people should invite the brands in their life. Such a statement is the main thesis of Kraft Foods’ campaign. Besides, the brand products should not be imaginative, as the producers should be focused on the real needs of their consumers. As well as selling products occurs via social sharing, it is crucial for a brand to move the consumers. I agree that the marketing campaigns on the video are sophisticated enough as the scenarios to follow, since they are based on crucial changes, international approach, multidisciplinary basis, and innovations.
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