Brands and targets are brothers impossible to separate. Nowadays, everyone is talking about the new song between Shakira and BZRP Music Sessions #53 that already has millions of reproductions, and comments around the world.
Those comments are related to the lyrics and the analogies between the brands that mention in the song, where she mentioned Casio, Rolex, Ferrari, and Twingo. Those analogies are based on the main target that every brand has. Rolex and Ferrari are luxury brands while Casio, and Twingo are mass brands.
High relevance in target groups is necessary to identify the product, and the brand image because that keeps or transforms the brand messages. However, real-time marketing shouldn’t be something that every brand use in their image to be visible for a day:
- Everything communicates, be wise in your messages: Memes, podcasts, cobranding, and a lot of comments are around this trend. However, making some meme that isn’t related to the brand message, and brand integrity as the expectations that a customer has about a brand couldn’t be a good idea.
2. Don’t forget your target: Your target is one of the most important resources, before taking a trend, rethink if that gains value to your real audience, and how are you going to continue the journey with the messages that you already said.
3. Check if the trend matches your performance and imagery business: If a brand decides to use this trend as inspiration for a real-time marketing strategy with that song, I recommend taking into account the feelings and opinions that could cost the brand´s target.
