Thematic Campaign or Not?
With scarce resources, Brand Managers finds it increasingly challenging to defend production costs for Thematic Campaigns. Particularly in Nigeria where production budget cost an arm and a leg, it has become a trend to produce series of content (usually) under tactical / schematic campaign. The argument is hinged on “cheap and cheerful” materials with limited lifespan meant to “build the brand”. Wait a minute….what is Thematic Driven Content – TDC? My interpretation of a Thematic Driven Content is when Marketing and Communications meet. A seamless integration of Brand’s Marketing Strategy on one hand, and Strategic Communication Execution on the other to develop insight driven content that reinforces the purpose of the Brand in an authentic and believable way to realize the mid-long-term vision/goals of the Brand in a profitable and sustainable way. I have come to realize that content created with a Thematic Driven strategy serves as the ‘foundation’ for brand to reinforce it’s equity while dialing up its Mental Availability and Distinctive Assets. Brand campaigns developed with TDC tend to be…..(concluding part in comment box below )
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