Location Branding

Not only has social media turned marketing upside down, the explosion of really, really smart phones has changed where and how we brand.

One of the newest marketing concepts is location branding.  It’s not quite as deadly as the predators or drones the Air Force uses, but it is a little bit scary.

Walk by a sports store and it’s possible your phone will vibrate and flash a 20% coupon offer for a pair of running shoes.

I won’t bore you with the details surrounding the convergence of technologies, but with navigational tools like GPS, local marketing and branding have arrived.

In the old days (the 20^th century) brands relied on point-of-purchase (POP) advertising to encourage sales.  Then retailers decided that the signs that came with POP made the stores look junky and tossed them out.

While this advance in marketing is avant-garde, and doesn’t depend on store owner cooperation, I’m not sure it won’t get overwhelming, and backfire on the brands.

Sometimes too much of a good thing, is a bad thing.  Sometimes we just want to shop alone, and not be bothered by Big Brother.

Please comment on this blog.

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