Here’s an article about the potential end of “free TV,” as the nation’s top networks contemplate moving to a cable-like pay-TV model to compensate for declining viewership and lost ad revenue.

The lesson for marketers on the road ahead: we’ll have to be flexible, as old rules are cast aside and new opportunities emerge.

I’m struck by today’s images of protesters in Iran, some of which are no doubt captured stealthily via cell phones and smart phones. By actual witnesses and participants… not professional journalists.

The lesson for future marketers: authenticity and immediacy can trump slick and polished.

I’m bemused by this story about teens working to curb their Facebook obsession. Hopefully, they’ll share their advice with their increasingly obsessed parents and grandparents!

The lesson for soothsaying marketers: social media has inserted itself firmly and fixedly into the mainstream. We must embrace this, and leverage its potential.

Indeed, technological and behavioral changes have quickly, profoundly changed how we market products and services. And yet, at the core of all this evolution, consumers still exhibit a fundamental desire for engagement (such as fabulous cable shows like Breaking Bad or Mad Men), truth (from the front lines of Iran or anywhere) and a social connection (online and in real life). These are the timeless tenets of effective marketing. Stick to them, and let’s go boldly into the new decade!

Ahem…after I check my Facebook Live Feed.

Media Logic’s work with Penn Mutual on the development and launch of its Accumulation Builder Indexed Universal Life product (IUL) gives us a great example of how Brand Amp can be used in exactly this type of situation.

Now, when most people think of insurance, “exciting” probably isn’t the first word that springs to mind. But things around Penn Mutual have been exciting lately, as the company has been revving up its product development engines to address the unique challenges of our current economy.

John Hayes, Global CMO of American Express, summed it up nicely at a recent marketing conference when he said:

“The marketer that stops innovating in tough times is
‘carving their brand’s own tombstone.’ Companies that build
the infrastructure to respond to changing customer behavior
quickly will reap the rewards from customers who will be
looking to award their hard-earned dollars to those brands
which provide them with the greatest value and understand
their needs.”

Harnessing the power of Brand Amp, Media Logic and Penn Mutual looked at the shifts in the marketplace and identified key opportunities. This, in turn, led to development of a compelling value proposition and product messaging for “Accumulation Builder IUL” – an innovative new insurance product designed to unlock the potential of Penn agents’ current customer base.

To build engagement and increase product momentum, Media Logic also built proprietary tools that allowed Penn’s agents to get up to speed on the new product quickly and get ready to sell it confidently.

By taking advantage of BrandAmp, Penn Mutual was able to keep its offering in step with the evolution of its customers’ needs – helping ignite conversation and re-excite a target population.