So, What is Brand Enlightenment?
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If you'd like to see some more posts by us, visit our blog! www.blog.oegen.co.uk I recently came across an interesting little trend briefing [trendwatching.com/trends/enlightened-brands] and noticed its examples only really concentrated on b2c. So, I decided to think about the potential of enlightened brands in b2b marketing, et voilà - our very first Slideshare! It even comes complete with snazzy pictures for your visual pleasure. Fancy, hey?
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The document discusses how brands need to be brave instead of bland in the digital world. It argues that branding is about creating meaningful connections between brands and people by standing for something significant. Additionally, it states that modern branding is less about a brand's external image and more about telling the right stories to engage customers and allow them to become part of a brand's culture. Finally, it asserts that building the best future brands requires customer centricity, a layered visual identity, iconic design, inspiration, craftsmanship, and brand clarity.
Building A Modern Brand
This document discusses factors that are important for building a modern brand. It argues that building a brand is complex and involves creating positive customer experiences rather than just logos and slogans. A brand must be authentic and unique. It also discusses the importance of CEO commitment, aligning brand with company culture, engaging employees, understanding social media impact, and developing marketing initiatives that support the brand.
Dentsu Aegis Network - Quarterly on content marketing
This document discusses content marketing from Dentsu Aegis Network, a marketing agency. It provides definitions and perspectives on content marketing, including that it is marketing using content rather than advertising. Content can take many forms, such as videos, text, pictures, apps, and physical objects. It can be distributed through bought, owned, and earned media channels. The document discusses how content marketing can be used at different stages of the consumer purchase process and decision journey. It also provides perspectives on using content marketing from both a marketing and communications planning viewpoint, including how it can be used to increase a brand's mental availability and build new associations with consumers.
How To Crash The Party North 1231226907563744 1
This document discusses how brands can participate in the consumer-controlled economy without being thrown out. It outlines how consumers now control media and brand consumption through user-generated content. Brands must find ways to empower consumers as creators by providing tools for self-expression. Examples include allowing consumers to design products and share brand communications. The rise of social media has given consumers more control over their experiences. Brands must learn to participate in conversations and communities instead of just pushing messages.
The red book_of_social_media_2012_
This article discusses how to maintain a consistent brand persona across social media platforms. It recommends developing a social media style guide that outlines the tone and imagery appropriate for a brand. Tone refers to the language used and whether it is formal or informal. Imagery must also fit the brand's personality and not show content that could be embarrassing or controversial. By defining the brand's tone and imagery expectations, marketers can ensure social media managers project a consistent brand persona online.
Marketing Challenge Forum 2015
Marketing je jednou z oblastí, která se mění každým dnem. Objevují se stále nové postupy a nástroje, které jsou stále sofistikovanější a umožňují skutečně přesně zacílit tam, kam potřebujeme. Problémem ale je, že mnoho firem těchto možností stále ještě nevyužívá. A mnohdy o nich možná ani neví. Nejen pro ně, ale i pro všechny ostatní, které zajímají novinky z oblasti B2B marketingu, připravila společnost Top Vision další ročník konference Marketing Challenge Forum.
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So, What is Brand Enlightenment?
- 1. SO, WHAT IS BRAND ENLIGHTENMENT and can it apply to b2b?
- 2. More and more brands are beginning to appear more ‘human-like’ in their tweets, their Instagram and their Facebook posts, adding empathy and humour.
- 3. In a global survey, 63% of consumers said they only buy products which appeal to their beliefs, values, or ideals. It’s important for brands to not only be eco-conscious and socially aware, but take action towards these beliefs too.
- 4. Many have tried to create a shortcut to that human-feel for their brand, but really it just makes them appear to have the same virtues as their target customers.
- 5. In fact, some have even become a kind of youth culture bandwagon-jumping brand that say culturally relevant things in order to be down with the kids.
- 6. But, most of those have just ended up being made fun of…
- 7. Top Tip: if don’t know what ‘on fleek’ actually means, you probably shouldn’t use it in a Tweet.
- 8. Enlightenment isn’t trying to seem cool enough to make certain people buy; it’s about empathy, generosity, responsibility and the countless other virtues humans are capable of.
- 9. Try not to just be customer- centric; be human-centric
- 10. This year, E4 suspended service on the day of The General Election This aimed to encourage viewers to vote.
- 11. The Body Shop and Lush are actively against animal testing.
- 12. Ben & Jerry’s were involved in the Occupy Movement.
- 13. Audi created an App that connects stranded drivers with Audi 4x4 drivers who could rescue them.
- 14. These are great examples of b2c brands being empathetic, pro-active and demanding.
- 16. IBM has made billboards that also act as shelter from the rain, as a bench, or even as a disability ramp. They are inspiring businesses to make useful advertisements that are honestly empathetic toward everyday real-life events, instead of just promoting their own business.
- 18. Hubspot consistently connects with their users. Their site provides useful training for businesses, and even at-the-ready real- life human beings who can help if you get stuck with anything!
- 20. Skype connects businesses via video chat for free! It connects to users by centering their marketing around their conversations. They’ve recently been called the most human of tech companies by AdWeek.
- 22. Today’s b2b buyer is also a b2c consumer: They also have beliefs, values and ideals; They also have expectations in the purchase and post- purchase journey; They are also humans! In fact, we reckon we should just scrap B2C/B2B marketing and call it H2H (Human to Human) Communications!
- 23. Soon, brands that want to move forward will have to start this journey to ‘enlightenment’ by taking meaningful actions towards improving both individual lives, and the world.
- 24. Is your business enlightened? Let us know of any b2b examples you know of that qualify as ‘enlightened’! we’d love to hear about them!
- 25. Written by Emily Rose Malone Content Executive and Copywriter @oegen www.oegen.co.uk emily.malone@oegen.co.uk