Best Buy Plays a Meaningful Note with Instruments

In my final post of takeaways from last week’s iMedia Brand Summit I wanted to give props to a competitor who I admire, Clark Kokich, Chairman of Razorfish. Clark got the second day of the conference started by asking the room to think less about digital tactics and more about marketing strategy. He shared a handful of examples of work that brands are doing that start with big, strategic ideas that happen to lead to some killer digital work. For example, the Nike Human Race 10k, and Fiat’s new tool that allows people to upload information about how their driving is impacting CO2 emissions. But my favorite example, and something I just had to share here, is that of Razorfish’s work with Best Buy in selling musical instruments. This story shows how getting into a new product category is a great way to launch with meaningful marketing at the center.

Read more on the Marketing With Meaning blog.