Robert Pattinson was hit by a cab last week, whilst trying to get away from a mob of teenage girls. Thanks to his breakout role in Twilight, R-Patz (as they’re calling him) is struggling to come to terms with his newfound megastardom.
That’s the thing about “Hollywood fame” – no matter how hard you try, it changes you.
There’s a point where you go from ‘next big thing’ to ‘king of the world’.
The key is to remember how you got started, and make sure that you reconnect with the people who put you there in the first place.
Brands face the same challenge.
Early adopters become passionate advocates and drive the brand growth.
The brand gets bigger and bigger, until suddenly it’s so mainstream that its original enthusiasts drop off the radar.
This is great news for us in experiential marketing, since it’s the face-to-face, hands-on approach that allows brands to get back in touch with the people who helped them breakthrough in the first place.
Tom Cruise knows this, which is why he’s happy spending two hours on the red carpet at every premiere.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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