Seth Godin writes on his blog about frequency. Though I think his conclusions are correct, I would like to add to the analysis: What about exposure frequency of the brand persona? I mean, if the brand persona is congruent, every exposure will be readily identified and count towards exposure frequency, without boring the wits out of your audience with a single and overproduced message.
It’s really not as complicated as it may sound. What I mean is, rather than producing one super expensive main stream (or “short head” for you Chris Anderson fans out there) ad and grinding it into the audience by frequency, there may be a large number of small, perhaps short term, low budget, diverse and surprising topics going out to cater more accurately to different slices of a very large audience. As long as all these topics spring from a congruent brand persona, they will all track back to strengthen that persona and ultimately create loyalty and sales. Keep in mind, we don’t sell products in most cases, we sell shares in the brand persona. And the more focused, unique and attractive that persona is, the higher the share value.
I can’t believe I wrote that on Christmas eve.
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