Enzo F. Cesario, Brandsplat’s CCO shares his marketing predictions for 2012. Check it out! Or click here for more Brandsplat vids
I came across two articles on IKEA this weekend. The Swedish mega-brand is known for their propensity to attach umlauts to furniture names and also for their acumen in advertising and marketing. So is it just serendipity that I came across two related articles on the Swedish home furnishing manufacturer this weekend while perusing the news? Or is it a well-crafted PR maneuver? Or could it be something else entirely? When researching Blog material, I get to spend countless hours perusing news and entertainment stories from traditional sources like magazines, newspapers, press releases and news wires as well as non-traditional outlets like other blogs, micro-blogs and online videos. I’ve also noticed that news articles on specific topics (like IKEA, for example) spike the interest of journalists at the same time. Journalists often reference recent stories and craft their own spin on the news piece. For example, in today’s Los Angeles times there was an IKEA related article referencing how IKEA is able to garner a billion impressions over the last year by keeping in the news. A few days before, I was reading the paper edition (yes, I still read the pulp) of the New York Times and came across an article discussing IKEA’s recent typeface change to their catalog. Today I did a quick search and found similar stories on TIME, NPR , CBS News and ABC news just to name a few. The reason for the flurry of IKEA activity? Often times these stories are coming from the same source like a news wire. Back in the old days, news wouldÂ come in on a ticker tape-style machine that newspapers had hooked up in their offices and they would use those stories to fill the pages of their editions, or they would use them as a jumping off point for a new story. Today, you can get the same kind of news experience on any number of newsfeed services with the click of a keyboard mouse. While you may think this creates the same content over and over, it does more than that. In the case of the Los Angeles Times article mentioned above, it comes at the story from a local angle. While the story opens with a reference to the “typeface change” , the LA times gives it a localized stance and they do their own research and interviews to make the story a rich reading experience. You can say one story begets another with a different perspective. I think this is a good thing. People like me come to the LA Times for the local perspective and want to see the world through the lens of an Angelino. While some may argue that news with a perspective is opinion, I would reply that you cannot extract perspective from anything. Even in the history books, we are reading accounts from an individual or a group of people who had the perspective of the event that would later become history. Or we are getting the readers perspective. Having the ability to have multiple points of perspective allows the reader to sift through the content and come up with their own perspective. And so on.