Sell a Message, Not a Product

Last week, I dashed into my local gas station to pick up an AMP energy drink. It’s one of the only energy drinks I like despite the fact that many different types are becoming more popular. To my surprise, thee was a rack in the gas station stocked with AMP branded cellphone chargers. Now, I already buy into the idea that the AMP brand means energy for my body, but should it also mean energy for my digital device?

Image: ampenergy.com

Brands often will merchandise apparel to increase brand exposure. As a culture we’re already accustomed to branded T-shirts and hats. It’s evident that the cost to manufacture consumer electronics has decreased enough to begin utilizing that channel as another source of brand promotion. However, I wouldn’t be surprised if more beverage companies didn’t start shifting their R&D to initiatives in the electronics & media space.

In an interview on Content Conversations this week with Rebecca Lieb, the fact that RedBull has positioned itself as a media company not a beverage company was discussed. In fact, see all the great content RedBull’s been creating in their Content Pool. A branded message once created can be easily adapted to multiple platforms. Sell a message, not just a product.

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