Disruption and coherence: Creating the ‘buzzߣ that builds a brand

Abstract

The re-launch of a global brand, following several years of absence from advertising, poses a formidable challenge to any marketing organisation. Waning effectiveness of paid messaging, sophisticated, diverse target groups and fierce competition are only some of the factors that call for ideas which regain consumer attention and disrupt an organisation’s well-established marketing mix. The launch of a newsworthy activity that earns broad media coverage promises such a disruption. However, as consumers are more than ever looking for relevance and credibility, any brand ‘buzz’ tactic must be coherent with the brand’s positioning and broader messaging activities.