Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
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.
12 amazing ideas for your annual marketing planTania Mulry
Getting ready to create your annual marketing plan and need a little inspiration? Here are 12 simple, powerful and proven ideas to grow your business next year.
10 Brand Building Strategies You Should KnowSimranBhmara
Know the best and the top 10 brand building strategies that will definitely make your brand unique after applying them. These strategies include generating value for people, testimonial economy, create emotive appeal, target possible clients, authenticity, consistency, use marketing words for the clients, define brand’s DNA, use social media and share brand resources in a campaign. To know more about the brand building strategies, kindly visit: https://www.bintegrators.com/blog/brand-building-strategies
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
A strategic instigation around What is a brand & what is brand building and most importantly why it makes business sense to build a brand...
An instigation, which does not cover all the advantages, but a poignant few which hopefully help convince you about the power of brand and the need to undertake brand building!
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
Presentation delivered by Susan Gunelius, President & CEO of KeySplash Creative, Inc., at the Entrepreneur Magazine and UPS Growth 2.0 Conference in Miami, Florida on January 26, 2010. Audience included small business owners and entrepreneurs.(www.keysplashcreative.com) (www.twitter.com/susangunelius)
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
Unfinished Business – FITC Amsterdam 2015ubi de feo
For my talk at FITC 2014, I went deep into the project archives to pull out an idea I had had in 1987, and finally built that C64 relay controller programmed in Basic.
When it comes to your old ideas, it pays to stubbornly refuse to let them go.
That’s not to say that ALL of my old project ideas have eventually been realized. In fact, most of the those I had in the past 30 years are still left unbuilt, in idea limbo – not gone though, and definitely not forgotten.
Sadly paying the bills doesn’t leave room for following through on personal projects or continuous experimentation – especially with the myriad of ideas clogging up the aforementioned limbo – so what happens to old ideas? Are they deemed to fail? Are you just wasting your time?
I am dead set to prove that kicking old ideas around – even after 30 years – hasn’t been a waste of my time, and it certainly won’t be a waste of yours.
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.
12 amazing ideas for your annual marketing planTania Mulry
Getting ready to create your annual marketing plan and need a little inspiration? Here are 12 simple, powerful and proven ideas to grow your business next year.
10 Brand Building Strategies You Should KnowSimranBhmara
Know the best and the top 10 brand building strategies that will definitely make your brand unique after applying them. These strategies include generating value for people, testimonial economy, create emotive appeal, target possible clients, authenticity, consistency, use marketing words for the clients, define brand’s DNA, use social media and share brand resources in a campaign. To know more about the brand building strategies, kindly visit: https://www.bintegrators.com/blog/brand-building-strategies
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
A strategic instigation around What is a brand & what is brand building and most importantly why it makes business sense to build a brand...
An instigation, which does not cover all the advantages, but a poignant few which hopefully help convince you about the power of brand and the need to undertake brand building!
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
Presentation delivered by Susan Gunelius, President & CEO of KeySplash Creative, Inc., at the Entrepreneur Magazine and UPS Growth 2.0 Conference in Miami, Florida on January 26, 2010. Audience included small business owners and entrepreneurs.(www.keysplashcreative.com) (www.twitter.com/susangunelius)
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
Unfinished Business – FITC Amsterdam 2015ubi de feo
For my talk at FITC 2014, I went deep into the project archives to pull out an idea I had had in 1987, and finally built that C64 relay controller programmed in Basic.
When it comes to your old ideas, it pays to stubbornly refuse to let them go.
That’s not to say that ALL of my old project ideas have eventually been realized. In fact, most of the those I had in the past 30 years are still left unbuilt, in idea limbo – not gone though, and definitely not forgotten.
Sadly paying the bills doesn’t leave room for following through on personal projects or continuous experimentation – especially with the myriad of ideas clogging up the aforementioned limbo – so what happens to old ideas? Are they deemed to fail? Are you just wasting your time?
I am dead set to prove that kicking old ideas around – even after 30 years – hasn’t been a waste of my time, and it certainly won’t be a waste of yours.
how and why I created from 0 to C.
this is a 5 minutes presentation for Ignite Amsterdam.
this is the slides part. text available as separate presentation
Aaron Musgrove of The Brand Makers, a sponsor company at the marcus evans CMO Summit 2023, discusses how CMOs can ensure branded gifts add value to a marketing campaign.
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.
1. Branding in the 21st Century
Things have always been highly competitive in the business world -- the phrase "dog-eat-dog" has been around a long time for a
good reason. But today's fast-paced, technology-driven, and hypercompetitive marketplace is more brutal than ever. The "fine art of
selling" is a thing of the past, replaced by self-service and hassled customers drowning in a sea of product choices. There's so
much static in the air that most product messages never even penetrate the customer's awareness. In short Branding and
marketing concepts are experiencing more changes now than in the past several decades. New marketing techniques require new
ways to brand.
New research indicates that branding as it has been used for the past several decades is dead. Branding is probably the most
overused and often times misused (and sometimes the most misunderstood) marketing tool. When branding is used properly, a
company realizes grand scale recognition which translates into sales. With the new media world of marketing, branding has to take
on mobile marketing, online social marketing, digital advertising as well as maintaining, at least for now, a print and television
persona. It’s a brave new marketing world that demands brave new ways to brand.
Brand has become a strategic issue for companies. In a competitive landscape, brands are a key to customer loyalty and business
growth. The challenge for any organization is to build powerful brands that will deliver long-term results.
Many marketers claim they are running a "branding campaign" while in fact all they're doing is selling. Price-based ads or ads
offering promotions based on discounts or beating the competition on price alone are not about branding. They are one-shot efforts
to move product. There is no relationship with the customer being formed and no long-term promises to deliver being made.
In contrast, a true branding effort involves communications that inspire an emotional reaction in the recipient. Branding does not sell
a specific product. Rather, it creates an image of what the brand stands for (often called "image campaigns" in the ad trade).
Further, that created image evokes a positive emotional response in the consumer's mind.
Branding defined
A white paper published by MIT Sloan Management Review in the winter of 2007 provides a simple and accurate definition of
branding: “At root, brands are symbols around which companies, suppliers, supplementary organizations, the public and, indeed,
customers construct identities.” The authors continue by saying that branding is a "critical issue" for marketing and sales. A strong
brand presence facilitates repeat purchases and builds a stronger financial picture for the corporation.
Branding is not about being creative and it's not something that comes from the Creative Department of your ad agency. It's about
that warm, fuzzy feeling your customer gets when he or she sees your product display. It's about your customer service and how
salespeople greet your customers even when they're having a bad day. It's about how your company is portrayed in the media. It's
about how fast your product is shipped or delivered and how the package looks sitting at home on your shelf. In short, branding
involves the complex matrix involving every single contact that occurs between any product and human representative of your
company and any customer or potential customer in the whole wide world.
Customers don't just buy products or services; they buy particular brands, and those brands are based on psychological
positioning. Positioning involves defining and communicating, both overtly and subtly, the one core idea that your brand stands for
in the mind or heart of your customer. Effective brand positioning:
• Is rooted in your customers' values
• Clearly differentiates your brand from competitive brands
• Articulates the underlying strategy and rationale for important pricing, promotion, product development, and distribution
decisions
Unless your brand stands for something, it stands for nothing
Having the latest products or services or the best-engineered, best-manufactured widget is not enough. You must create a
compelling marketing message to communicate how your product differs from all the others. You must simplify your marketing
communications and focus your branding message exclusively on winning customers' hearts and minds.
2. Your "brand" is how people perceive your company. If company branding in the past was a company driven monologue, today's
branding can be considered two-way conversations between the consumer and the companies they do business with. Social media
has given consumers more and more control over the way your company and your brand are perceived.
Effective marketing today demands compelling marketing messages based on:
• A clear understanding of exactly what business you are in
• Marketing strategies reflecting that "essence"; and
• Communications that powerfully express just what it is that makes you different from your competitors.
One of the most amazing branding stories of recent years has been of Amazon.com. Amazon.com has done an exemplary job of
creating one of the world's strongest brands in record time. How did they achieve this? By recognizing what their real business is,
as stated clearly by CEO Jeff Bezos: "We're not in the book business or the music business. We're in the customer service
business."
The Amazon.com story highlights what brands really are:
• A promise that the marketer delivers on consistently
• A partnership between the marketer and the customer
• A "community" of passionate users of the company's products or services
In other words, customers identify with the brand. The brand resonates emotionally, leading customers to think: "this brand is a
reflection of me... this brand is meaningful to me."
What’s New in Branding?
What’s new in branding is what’s new in marketing. Four major factors make today’s marketing challenges different from those in
the past several decades. First, the mobile generation demands a different marketing platform. Second, online social networking
has redefined so many landscapes but especially marketing and public relations. Third, the evolving new green world and
ecosystem savvy consumers require a new branding look. Fourth, the over branding experienced by most consumers offends many
customers and as such they tend to tune out marketing and branding. To effectively brand today, marketers have to address all four
issues.
Powerful branding campaigns are carefully planned, designed and implemented. They are based on a logical and a supportable
strategic foundation. Successful branding is based on simplicity and clarity. And there's no point trying to be all things to all people.
That outdated strategy is doomed to failure in today's highly segmented markets.
What do you stand to gain from a well-positioned brand? Nothing much, just:
• Insulating your company from competitors
• Increasing customer loyalty
• Making your loyal customers less price-sensitive during the crucial purchase process
• Building the value of your brand as a financial asset
On the other hand, having a poorly conceived branding strategy, which really means not knowing what business you are in, can:
• Make consumers indifferent to your brand
• Waste your advertising budget
• Contribute to unproductive expenditures in operational areas that contradict what your brand stands for
• Cannibalize your core business
• Lead to new product launches that bomb
There is much work to be done to implement the ‘new branding’; marketers will need to do thorough research for ways to effectively
implement. Today consumers are very smart and so savvy, if a company is not sincere and dedicated to the branding methods
implemented; consumers will know and will not buy.
The core of branding strategy lies in knowing – beyond a shadow of doubt – exactly what business you are in. And if you think your
core business is defined simply by the product, technology, or business category in which you compete, then think again. Ask
yourself hard questions:
• What kind of relationship are we trying to establish with our customers?
• How do we want our customers to think about our brand?
• What do we want to symbolize our brand?
• How are we "experienced" by customers?
• What do we represent?
In getting your branding strategy right, you have to communicate a unique idea that separates your brand from the competition.
Make sure you have the credentials and product quality to render your "unique image" real and believable to customers. And keep
it concise - the more you say, the less people hear. Powerful ideas are best communicated with fewer words and simple but
compelling images.
Here's a branding guideline that a lot of people forget: remember to put your clients' needs first - always. Yes, you're creating a
brand and that is all about you, but the bottom line is always about your clients. How can you make their lives better? It's really all
about how you can help others. A huge part of your brand image should be customer satisfaction.
3. Concentrate on fulfilling your customers' needs and communicate what differentiates your product from the competition. Successful
brands respect or meet customers' emotional needs. There's nothing wrong with exposing the other guy's weaknesses, but don't
dwell on the negative. Instead, keep returning to the theme of your own brand's unique advantages. Your goal is to create a
perception in your customers' minds that "There is no other product in the world quite like this product - this product is for me."
When you win hearts and minds like that, you eliminate your competition from the race. You have achieved brand loyalty.
Change is the only Constant…. and Good for your Brand
It is a brave new marketing and public relations world. It is also continuing to evolve. And, the new
challenges make life interesting and keep marketers and public relations professionals at the top of their
game.
Captions:
“At root, brands are symbols around which companies, suppliers, supplementary organizations, the
public and, indeed, customers construct identities.”
Satisfied customers identify with the brand, brand resonates emotionally, leading customers to think:
"this brand is a reflection of me... this brand is meaningful to me."
The "fine art of selling" is a thing of the past, replaced by self-service and hassled customers drowning
in a sea of product choices.
Many marketers claim they are running a "branding campaign" while in fact all they're doing is selling.