How a brand like the Grammys markets itself year-round

Above The Clutter with Pete Krainik is presented in partnership with IBM. To become part of IBM's community of marketers and for more exclusive ideas about innovation in marketing, click to become a Think Leader today.

What does it look like to market an idea without a product to sell? For some businesses, it might mean turning to Kickstarter or another crowdfunding platform to garner support from strangers while others might rally a community around an issue and mobilize action on social media. As companies more frequently rely on the word and engagement of their digital communities to drive brand awareness, it’s increasingly important for them to consider new ways of activating these groups.

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