Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Brand strategy, when untethered from direct creative execution, has tremendous potential to set the agenda for companies, leading to greater retention, operational efficiency, and audience love. The trick is taking the brave step to think of the power of brand differently.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Brand strategy, when untethered from direct creative execution, has tremendous potential to set the agenda for companies, leading to greater retention, operational efficiency, and audience love. The trick is taking the brave step to think of the power of brand differently.
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
How to make your customers fall in love with you.Liquid Agency
Success at retail is about creating great experiences. Just like dating.
Technology, mobility and access, among other things, have dramatically changed the retail landscape. The future of retail is bigger than flashy technology and the hyper-connected Internet of Things. In this new world, the consumer is in charge. Retailers and brands must build meaningful relationships if they want to see continued sales growth. And the way to do this is by getting to know your customers well, cater to their needs, create moments of delight, stay connected, be nice to their friends and invite them to share their thoughts and experiences. In other words, retail is a lot like dating.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
Naked Penguin Boy The Future of Brand Marketing - Implementing BrandingNaked Penguin Boy
Slides from a talk given by Rowan Heasley, MD of Digital Agency, Naked Penguin Boy, in London on Implementing Branding.
The Event was about the Future of Branding
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
How to make your customers fall in love with you.Liquid Agency
Success at retail is about creating great experiences. Just like dating.
Technology, mobility and access, among other things, have dramatically changed the retail landscape. The future of retail is bigger than flashy technology and the hyper-connected Internet of Things. In this new world, the consumer is in charge. Retailers and brands must build meaningful relationships if they want to see continued sales growth. And the way to do this is by getting to know your customers well, cater to their needs, create moments of delight, stay connected, be nice to their friends and invite them to share their thoughts and experiences. In other words, retail is a lot like dating.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
Naked Penguin Boy The Future of Brand Marketing - Implementing BrandingNaked Penguin Boy
Slides from a talk given by Rowan Heasley, MD of Digital Agency, Naked Penguin Boy, in London on Implementing Branding.
The Event was about the Future of Branding
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.
We are the First representatives of our brands, our brands are an extension of our personality and as the brand driver our decisions concerning life has to be intentional.
What's at a core of an organisation as big as the Erasmus Student Network? A section.
And what's the core of a section? It's its brand.
A workshop held for Erasmus Student Network.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
Delivering a Personal Branding Workshop for Sr HR Leaders and C Suite. One thing is for sure most people make cardinal mistake of copying each other rather than discovering their own true north.
PERSONAL BRANDING
1. BRIEF HISTORY
2. WHAT IS PERSONAL BRANDING?
3. THREE LAWS OF PERSONAL BRANDING
4. ADVANTAGES OF PERSONAL BRANDING
5. PERSONAL BRANDING PROCESS (DCCM)
6. PERSONAL BRANDING DEPENDS ON CAREER STATUS
7. PERSONAL BRANDING EXAMPLES
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
2. Attraction Is a BeautifulThing
Whether you operate a business or a non-profit, your goal
as a leader is to build, transform, and elevate your brand—
so that you can attract attention, create buzz, nurture a
preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths
about your organization, interlace them with your audiences’
perspectives, and use that knowledge to create a smart and
fearless presence that changes minds and inspires action.
Through strategy, positioning, messaging, identity
development, social media, interactive design, and more,
you can establish and expand your reach through what
we call brand attraction. On the following pages, we
discuss what this means.
3. Emotional Branding
Emotional branding taps into the true power behind human emotions
and connecting with people on a deeply personal level. It’s based on
establishing a level of trust that resonates beyond a purchase transac-
tion; it takes brand engagement to the realm of desire.
A prime example of this is what was beautifully brought to life by Steve Jobs at Apple (more on
this later). He understood the desire people have for technology to be simple and intuitive to use.
Jobs always knew that Apple wasn’t about a laundry list of computer features and benefits.
He understood the “One Thing” about his products—user-friendly technology that could be
an essential part of everyday life. Jobs’ vision, while simple, was unique and powerful—and
resulted in the creation of the world’s most valuable brand with millions of not just loyal but
fanatical followers. Apple customers have more than a preference; they have a love affair.
Of course, there are other great brands that recognize the power of emotional branding.Tiffany,
for example, understands what it means to people who won’t settle for anything less than the
ultimate in quality and prestige. Disney continues to be the first and last word in family entertain-
ment and has been so for decades. And Chik-fil-A delivers what fast food dining was originally
meant to be—tasty, simple offerings that come with a healthy side of friendly service.
Brand attraction is about making the kind of emotional connections with people that speak to
deeply rooted values or principles and can’t be easily explained by research data. It’s about creat-
ing a feeling of “wow, this brand GETS me.”
4. Creating a Love Affair
Developing an emotional preference for your company, product or ser-
vice isn’t easy. Being likeable to a lot of people isn’t the point—it’s being
loved by the right ones.
We say this over and over to our clients—avoid the temptation of trying to be all things to all
people. Creating brand preference is about sharpening your focus, simplifying your message,
and championing a clear idea or concept that sets you apart from others.
It all leads to the OneThing.
The following is a scene from the movie City Slickers in which a grizzled trail boss Curly (Jack
Palance) talks about the secret of life with Mitch (Billy Crystal), a ranch guest:
Curly: Do you know what the secret of life is?This [he holds up one finger).
Mitch: Your finger?
Curly: One thing. Just one thing.You stick to that and the rest don’t mean [squat].
Mitch: But, what is the “one thing?”
Curly: [smiles]That’s what you have to find out.
Brilliant!That scene is a perfect metaphor for the process of digging into your brand, stripping
away everything non-essential, and knowing exactly what it stands for.
5. An example of simplifying a message until it expresses an idea with true emotional resonance is
Apple’s iconic “Think Different” campaign of the late 90’s.
As mentioned previously, Steve Jobs was a master of understanding how much of an emo-
tional bond people can make with a brand. He knew simplicity in using technology was a
major differentiation point in the personal computing market at the time. He also knew that
Apple was a unique company whose values aligned with those of transformative figures
who were featured in the “Think Different” campaign—Gandhi, Martin Luther King, John
Lennon, Einstein, and others.
The campaign not only created buzz and attracted international attention, it did so without featur-
ing a single product. Again, when you’re championing a single bold idea—“Think Different”—that
reflects the viewpoint of titans whose advancements in civil rights, art, and science defined the
20th century, you really don’t have to.The elegance of the campaign’s message, coupled with
the inviting design of Apple computers, deeply resonated with people who wanted an uncompli-
cated, enjoyable computing experience.
What’s important to note is that the campaign wasn’t about coolness or even computing per-
formance. It was about the truth—the “OneThing”—at the core [sorry] of Apple. Even though
Apple has produced many brand advertising campaigns over the years, the nugget of “Think
Different” is still at the heart of its overall message and brand.
Other great brands such as Coca Cola, IBM, and Starbucks also understand the “OneThing”
concept well and spend lots of time, energy, and money nurturing, managing, and marketing
their brands. Designing a powerful, persuasive message for a brand today is challenging to say
the least. But like Curly says—that’s what you have to find out.
6. Natural Attraction
The beauty of the “OneThing” concept and discovering what that is for
your brand is that it leads to an organic, unforced connection with the
audiences and prospects you want. When a creative team discovers that
central concept, it sets up the opportunity for a new brand dialogue—a
dialogue based on honesty, trust, and intimacy. When that happens, there
is a profound change that takes place in a brand’s “natural attraction.”
Consider the story of Nike. When the company was founded in 1964 by Phil Knight and famed
track coach Bill Bowerman, it was originally named “Blue Ribbon Sports.” In 1971, the company
was renamed “Nike” after the Greek goddess of victory.The same year, Knight commissioned
a Portland State University graphic design student, for $35, to create a new logo that should, as
described in his brief, suggest “movement.” After rejecting several designs, Knight finally settled
on one—an upswept “swoosh.”
The leaders of the company understood branding.They knew, just like Jobs, that they weren’t sell-
ing products or shoes.They were selling a feeling—a feeling that inspires people to greatness.
“Just do it.”
7. What is the ONE THING you feel when you hear or see “Just Do It”? You feel empowered,
maybe even rebellious, and that anything is possible. You want to go out and conquer the
world. Who wouldn’t want to embrace a brand that makes you feel like this? Nike has
grown its company on the “Just Do It” mantra and established itself as THE brand that
speaks to the inner athlete in all of us—a natural attraction.
Nike became a global pop culture icon because it understood and captured this feeling. It
harnessed society’s worship of heroes; obsession with status symbols; and adulation of
singular, often rebellious figures, and married it to sports.
You know a brand is strong when you don’t even need the name to know the brand—just
the logo.
Nike isn’t the only brand that has attained instant recognition nationally or globally simply
through its logo. Here are a few examples:
8. TheWay toYour Prospect’s Heart
As a brand builder for your company or organization, you ultimately want
to find a way to your prospect’s heart. Simply put, you want them to love
your brand. How do you get there?
Here’s an exercise to use during the discovery process to begin to form some central ideas
about your brand’s Unique Value Proposition (UVP). The UVP is a branding term for the
“One Thing” concept. This diagram is oversimplified, but you get the idea:
It shows you the type of information sources you need to explore to gain the insights and
understanding that are critical to determining your brand’s UVP. There are a host of tools and
tactics you can use for this, such as brand benchmarking analysis, internal and external inter-
views, focus groups, online surveys, communication audits, and ethnographic research.
Ultimately, when you’ve finished collecting this information and spent time sifting through
it, you’ll get a better idea of the unique qualities of what your brand offers AND the unique
qualities the marketplace wants from a brand in your category. That overlap, outlined in
purple, is the sweet spot of your UVP.
9. In addition, here are some revealing questions to ask about your brand that can help you get some
different perspectives and a more nuanced picture of how it’s perceived. New ideas can come
alive when your brand is seen through a different framework and fresh descriptions and images
are associated with it:
This is fun to do as a part of the discovery process, particularly if participants come from a variety
of audiences—employees, customers, prospects, suppliers, partners, etc.The answers will no
doubt be different, but you’ll begin to see some underlying patterns in the perceptions—some
positive, some negative.
The point is, you have to find out what truly matters to your prospects. What do they need that
they can’t find? What would they create to fill this need if they had a magic wand? How would this
make their life easier? Finding these answers takes time and asking lots of questions. But they
are all mile markers on the road that will take you to your “OneThing.”
If your brand was a store—
what would the sign say on the outside?
If your brand was a car—
what kind would it be?
If your brand was a dream vacation—
where would it be?
If your brand was a person—
what would its personality be like?
10. Breaking the Rules
Great design is courageous. It’s often more about inspiration and imagina-
tion than logic and analysis. It’s about making human connections based
on emotions and not just on data from research, which often doesn’t get
beneath the surface of aspirations or motivations.This is not to say that
market research doesn’t play a huge role in helping to synthesize how
people might react to messages and interact with products. Great ideas
draw from that data, but they go beyond it by breaking conventions with
imagination and some intuition.
The late Bill Bernbach, the creative genius behind the advertising for Volkswagen in the
1960’s, said, “Rules are what the artist breaks.” The best creative ideas seem as if they were
plucked out of the universe, perfectly formed and intuitive, yet almost always transcending
conventional thought.
Nike broke the rules by creating counterculture marketing which motivated people to chal-
lenge themselves physically and almost spiritually. Southwest Airlines caused an upheaval
in the staid travel industry by promoting a more fun, friendly style. Ralph Lauren gave us a
clear, exciting new vision of the “American look” and flung open the doors of exclusivity.
These brands were almost “evangelistic” in their mission to break through conventions.
The fact is a great idea can become the key point of attraction for a brand. And these days,
great ideas will spread like wildfire through social media channels.
11. Tap into the Emotions of Your Audience.
The goal of your branding should be to open eyes. Generate
excitement. Challenge conventional thinking. And, most of
all, build trust and love for your brand. When you identify the
UVP of your brand, and invest in the business practices and
customer engagement programs to fully support it, you’ll
have the foundation you need.
Soon you won’t have to continually chase customers—
they’ll be attracted to you.
Branding and Integrated
Marketing Communications
The Design Channel, LLC
5420 Wisconsin Avenue
Chevy Chase, MD 20815
p 301.951.9195
f 301.951.9197
www.thedesignchannel.com
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