What are Fluid Brands?
Fluid marketing seeps down the bottlenecks and creates waves and ripples in the ocean of information around us.
Being fluid is both a bottom-top and a top-down approach. Akin to a droplet, it takes the form of its container; therefore, it fits any budget and size.
Fluid marketing is not about control but about direction and approach. A drop can cause a ripple while numerous can cause flood. The fluid made of these droplets has to be directed towards a desirable goal and contained to be released at the most appropriate time.
What is the droplet made of?
The droplet is made up of the message and at least one container/medium. Both the message and its container have to be natural and easy to consume. There are always more than one containers but none affects the shape; only the size and weight of the droplet increases as we add more containers.
How many containers are there?
The container is the medium. Often, we are uncertain about the medium we should target. The answer is quite evident from the message itself. While the medium has limitations, the message has no limitation at all. It can take any form, shape and size.
What is the message made of?
The message is an idea that is natural, a part of human experience, easy to consume, malleable, ductile and formless. Most importantly, it is dynamic like nature and can be promptly modified to suit any situation.
Often, we ask we are uncertain about the medium we should target. The answer is quite evident from the message itself. While the medium has limitations, the message has no limitation at all. It can take any form, shape and size.
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