In an effort to elevate the marketability of the music, someone is bound to label it a category you and I have never heard before. Maybe the best reference to the musical style is reggae. One of the musicians even has dreadlocks. The triggers are there so we have a starting place in which to file it.
But wait. It’s not reggae as we know it. It has a rap element to it. Best to call it reggae rap. Or do we call that hip-hop? Nah. That’s not new. Trip hip? Zip hop? iHop? eHop? Rock hop? Pop hop? Pop rock?
This isn’t working.
We do this in marketing.
The most effective approach to marketing isn’t advertising, or PR, or SEO, content marketing, inbound marketing, influencer marketing, email marketing, social media marketing or any (blank) marketing.
I’ll spare you the rest of the list of marketing categories. Place a noun before the word “marketing” and you have yourself a potential best seller. Pop Rock Marketing. It only sounds absurd for a moment.
But the most effective approach doesn’t go by any newfangled name. It’s simply marketing that emotionally connects your brand to enthusiastic supporters of it.
Let’s try to define the kind of marketing that actually works. (more…)