RIPPLE100 Micromarketing

We know it’s a great relationship if it’s:

• Authentic - based on shared values, interests, experiences; more direct, approachable, human; less hype and spin.
• Inclusive - with consumers and brands as insiders in the same community; no more outsiders intrusively advertising their way in.
• Constructive - with calls to meaningful action; not just adding more noise and clutter to media.
• Mutually rewarding – whether in a better world, stronger identity, sales, growth, loyalty, both consumers and brands should see tangible results.

So, how are we covering this topic?

• Metro view. People live, work, play locally, so that’s where we’ll look at brands and the relations they’re fostering. We’ll start where we are, in New Haven, CT, go from there.
• Kitchen table. The economy; careers; health; education; leisure. Let’s see how brands engage issues that are front and center of everyday life.
• Live examples. We’ll write what real brands are doing now. More case studies, less opinion-fests from pundits.
• Real tools. We’ll cover social media and tech that are easy to use - for, with and by regular people, not just techies.
• Ripple100. That’s our startup. As we approach launch, we’ll share how we’re helping consumers and brands engage in ways that are more authentic, inclusive, constructive and mutually rewarding.