Creative innovation and how a 'survival of the fittest' strategy in 2021 can help your brand be part of the age of extreme innovation.
FEBRUARY UPDATE
Brand Darwinism in the Age of Extreme Innovation
It's the year of major market moves as global optimism sets in and consumer brands begin to see new growth and opportunities within the now maturing pandemic transition period. There's a simple way to win in this new world, we call it Brand Darwinism. This month, we looked at creative innovation and how a 'survival of the fittest' strategy in 2021 can help your brand be part of the age of extreme innovation.
AGENCY NEWS
LITTLE BLACK BOOK: DISCOVERY TAPS SCS TO HELP LAUNCH DISCOVERY+
The Discovery Networks product creative team had an enormous challenge in front of them. In just a few short months, they had to develop the entire user experience design for the discovery+ streaming platform, as well as over 1,000 show titles. The creative team at Discovery worked with SCS to support their internal team in the titanic mission. A mission that included helping style the platform UX, developing thousands of creative assets needed to launch an entirely new streaming platform from the ground up, and sonic branding.
MEDIAPOST: KEY TRENDS FROM ECOM TO ICE CREAM IN THE ERA OF EXTREME INNOVATION
From SCS's Director Digital Strategy, Sean MacPhedran, this MediaPost article looks at how consumers have entered into a new tempo of living that revolves around digital content and experience. From entertainment and social activities to shopping and even exercise, the internet has become even more central to the way we live as lockdowns and restrictions lead people to spend more time at home. Sean outlines several key trends and responses for marketers to be aware of as we navigate into the year.
JOIN SCS'S VP MARKETING KIRSTEN WRIGHT AT MEDIAPOST'S TV & VIDEO INSIDER SUMMIT
Jump in with Kirsten Wright at MediaPost's TV & Video Insider Summit next week as she joins the Making the Most of UGC roundtable on Tuesday, March 2nd at 5:10 pm ET. With traditional production severely constraining marketers to turn to influencers, partners, and consumers themselves to fill the rapid-fire needs of a fluid advertising environment. What did they learn about maintaining brand safety, hitting schedules, measuring results? Has the creative bar been lowered once and for all?
As consumer shopping habits shift and digital transformation matures across brands and retailers – advanced rapidly by the global pandemic – the marketing processes and advertising operating practices we employed for decades needs to adapt. Reaching the consumer in 2021 requires a different approach. At SCS, we call this new process to marketing management, Brand Darwinism, and it’s a specific set of steps and best practices designed to build modern brands in the age of extreme innovation. SCS’s President & Chief Strategy Officer Jeff Roach breaks down the Brand Darwinism process and how this survival of the fittest approach to modern marketing is the ultimate brand performance playbook.
TRADING A RATIONALIZED TRANSACTION FOR A PASSIONALIZED RELATIONSHIP
With new content being shared by the millions every single day, share of voice is a constant challenge, brands sometimes feel they need to rationalize customers into purchasing their wares or enlisting their services. Sometimes to the detriment of making a real connection with their customer. SCS Chief Creative Officer, John Zegowitz makes a case for brands to consider Passionalization over Rationalization when taking their message to the masses.
HOW COVID HAS ACCELERATED THE ADOPTION OF SYNTHETIC EXPERIENCES
With concerts cancelled, theaters a risky endevour and bar-hopping on the decline, creative brands and companies are leveraging the power of digital to bring more adventure to peoples lives through synthetic experiences that can be enjoyed from the comfort of home. From shared VR moviegoing experiences to fashion reveals in Animal Crossing and Pokemon GO, tools once used "just" for gaming are becoming entertainment platforms for just about everything.
THIS IS YOUR BRAIN ON HUGS: SCS HELPS INTRODUCE THE WORLD TO MAD TASTY
It’s the sparking water with a catchy name and a lot of chill with 20mg of hemp extract into every can. Created by Grammy-winning artist Ryan Tedder, MAD TASTY brings the benefits of enhanced energy, reduced anxiety and increased creative function, which opened up a big, beautiful playground for SCS to strategically position the brand, launch a new e-com site, and take it to the streets of SoCal.
DECKED LAUNCHES A NEW GENERATION OF TRUCK BED TOOLBOXES
Building off the success of the “All-In” campaign that SCS created for the DECKED truck bed storage system, we dusted off the Dirk Deckman character to help present their next generation of truck bed toolboxes and all it’s features. Dirk puts the new Toolbox through its paces in a series of unique product demonstration videos, each delivered with the kind of style and humor that only Dirk can bring.
.jpg)
 copy.png){kind=logo}