"The word convergence has been picking up steam in the marketing world. It may even be the “big data” term of 2013. Yet, the word means different things to different people....
THINK OF YOUR BRAND AS A SERVICE AND EXPERIENCE
You’re no longer in the business of selling stuff; you’re filling consumers’ needs. As a marketer, you’re creating new products and apps and always-on ecosystems, not just a series of campaigns based around a calendar of product launches. Nike is the classic example, with its ecosystem of fitness apparel, gadgets like FuelBand and services like Nike+ that immerse the user in the company’s innovation and create an end-to-end fitness solution. Special K, one of our clients, is still in the cereal game and it sells of a ton of it. But it’s also in the health, fitness and weight-loss games. It took its Special K challenge and turned it into a digital weight-loss platform...."