Convergence/divergence -- the debate is just heating upOh, do we love buzzwords! Simple labels covering complex concepts or systems can minimize headaches from thinking too hard – but they can be dangerous when substantial investment decisions are affected. CONVERGENCE. n. coming together from different directions – merging that which was different; becoming gradually less different and more the same. DIVERGENCE. n. Separating, going in a different direction; to be different from. The debate:"Convergence" contends that in this digital age, communication devices -- computers, telephones, cameras, TVs – will converge into multi-function devices that can "do it all"... that marketing functions – advertising, PR sales promotion, etc. will converge into a new category of integrated marketing agencies. Certainly makes sense given the ever-increasing diversity of communication channels and marketing tools that must be coordinated to achieve corporate objectives. "Divergence" contends that technologies do not converge – that great brands grow from new categories that diverge from existing categories – like television, which diverged into new digital and high-definition categories that prosper, while attempts to converge technologies, e.g., television and web (Web TV) languish. The same is true in marketing – with specialized expertise in strong demand (media buying, PR and Internet specialists) – because a focused intensity in a complex world will usually achieve greater results than the work of generalists. Does that mean close cooperation between and an understanding of specialized technologies and functions aren't valuable? Absolutely not, but real convergence stifles the natural evolution of brands growing and splitting off to form new categories – a process that enables new brands to grow and flourish – just as in nature. So the debate continues – but who's right? To whom do you listen? The implications to marketers allocating investment resources are enormous. Smith O'Keefe believes these two ideas are not mutually exclusionary. It's all in the definitions – the semantics. When applied to brand development – the fundamental process of identifying a client's reason for being, divergence resonates as a success strategy.The client’s brand, it’s claim of distinction, is the foundation for their competitive success. Divergence, as espoused so eloquently by Ries & Ries, is a natural law. Most great brands were first-in to establish breakaway new categories (cola – Coke, portable videogame player – Game Boy, hard drive MP3 player – iPod, energy drink – Gatorade) or second-in positioned as the opposite of the first-in brand (Pepsi, Avis, Macintosh). Being great within a category can make you a living, but only the category leaders break through to superbrand status that dominates the market. So if you're not first-in, or second-in with a contrary attitude, better think about creating a category you can lead. But is convergence, in this context, the enemy? Not if you narrow its definition to a focus on understanding the 21st-century hybrid consumer as the real Holy Grail – a consumer that researches on the web and buys in a store today, but shops stores and buys on the web tomorrow... that hates advertising until he discovers a carefully targeted offer that hits the sweet spot and never looked like advertising... that increasingly expects to be engaged in a respectful, interactive relationship but is often disappointed. To Smith O'Keefe, divergence is a core brand development issue, while convergence is a tactical "branding" issue that is narrowly focused on understanding how new and old technologies, perceptions and behaviors are converging to impact success targeting today’s hybrid consumer. This expanding diversity of tactical marketing tools and communication channels presents an exciting array of options to the marketing strategist. With such wide diversity, however, comes increasing danger – fragmentation, confusion, waste, an overlap and blurring of messages. The challenge in marketing today is to find expert counsel, knowledgeable in brand development, who can help you in identifying your brand distinction, positioning and strategizing for optimum success, and cutting through the confusion to select the ultimate blend of channels – traditional, new media, and guerrilla tactics. We must coordinate these channels to speak with a one-voice clarity and relevance – making certain every communications channel, every message reinforces the plan’s core objectives – eliminating waste and optimizing the value of your marketing investment.
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