Webster
defines context as: “the parts of a discourse that surround a word or passage
and can throw light on its meaning.”
We like
to think of context in relation to the parable of the blind men and the
elephant. They all encountered different parts of the beast, but had
dramatically different experiences. They were all correct in their assessment,
yet somehow all wrong at the same time. And truth could only be divined when their
collective experiences were aggregated and then contextualized.
You might
be wondering about what this means to brands marketing themselves in today’s
fragmented landscape? Here at Gigantic, we use context as a touchstone that is
part of how we connect brands to users in meaningful ways.
Here are
few questions to consider:
- Is your
brand creating marketing utility that helps users understand how your product
fits into their life at the time when the user needs that utility the most?
- Is your
brand accessible and participating in the conversations taking place around
your brand?
- Is your brand monitoring the real-time conversations taking place around it and using that information to refine current strategy and positioning?
