Digital Strategy 101
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CATEGORY CONVENTION<br />
DEFINITION USE<br />
What’s tired, inspired, and plain dead in<br />
how competitive brands communicate<br />
and behave<br />
EXAMPLE<br />
Tune into car insurance commercials lately? You might notice that every single brand<br />
uses a comical spokesman (Cavemen, Flo, The Gecko, etc.).<br />
Most clients don’t want to spend millions<br />
of dollars to blend in. By understanding<br />
the images, messages, and overall<br />
conventions repeatedly used by your<br />
competitors, you can help a brand<br />
better stand out in a sea of sameness<br />
and be recognized by the consumer.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 37
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