Tuesday, May 21, 2013

Opportunities Ahead!

There is so much fragmentation in the endurance sports (Running, Cycling & Triathlon) and Healthy Active Lifestyle/Fitness industries. 

There is a real opportunity for some one to take charge and build a brand that engages, inspires and empowers consumers with healthy active lifestyle content grounded in fitness and driven and supported by nutrition, fashion, technology, gear, family, friends and social networks.

The first critical pivot point is this YouTube video which evokes the power of social media and the incredible shift happening within content distribution, consumption and sharing. This video is a great reflection of the impact within sports and is a catalyst to make sure brand marketing is using each and every tool to create a meaningful connection between brands and consumers:
The second point is how a brand can become more then just a product, experience or service and deliver content to consumers that engages, inspires and empowers them to identify and adopt a brand as a part of their lifestyle; just as the Red Bull and Red Bull Media House has used the action sports platform to create a brand synonymous with a lifestyle.
The opportunity lies with inspiring and empowering consumers to seek out the core products and brand experiences that mean something to them and create a sense of belonging:

Red Bull is a publishing empire that also happens to sell a beverage. Lately, every conference PowerPoint on the future of advertising or PR seems to mention Red Bull as a — if not the — shining example of a brand-turned-publisher, what every future-leaning agency encourages its clients to emulate.

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