Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
The more beloved the brand, the more valuable the brand.
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/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/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/
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
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.
Feel free to download the White Paper that explains how the more love for a brand creates brand power and profitability. Takes you through the 4 stages of a brand.
www.brand-camp.com What is a brand? This presentation busts the misconceptions around what a brand actually is and outlines how to build a remarkable brand.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
The more beloved the brand, the more valuable the brand.
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/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/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/
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
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.
Feel free to download the White Paper that explains how the more love for a brand creates brand power and profitability. Takes you through the 4 stages of a brand.
www.brand-camp.com What is a brand? This presentation busts the misconceptions around what a brand actually is and outlines how to build a remarkable brand.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the
book Brand Premium by Nigel Hollis, VP and Chief Global Analyst at Millward Brown. The book was published by Palgrave in 2013.
Trust fuels the relationships with clients, employees, investors, or others. Being authentic about your brand is vital to earning that trust. Learn how to become more authentic about your brand to attract, captivate, and motivate the people essential to your success.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Why PR Matters in Branding and Business Valuation.Bolaji Okusaga
Brand Valuation is an emerging subject, what with the IFRS recognition of attributes of the Brand as an intangible asset that can be factored into the value of Corporations.
o Meyer can discuss how the best media partnerships are built on distinct audience and contents insights cultivated by potential media partners.
o Articulated through past content marketing, social media, influencers campaigns, she can speak to the best way to partner with a media company to achieve brand marketing goals.
Marketing with Purpose - Chiến lược xây dựng niềm tin và giá trị cho thương hiệuMarketingTrips
Thông qua một báo cáo mới đây từ Microsoft với tên gọi "Marketing with Purpose", những người làm marketing được truyền cảm hứng từ việc xây dựng chiến lược, nghiên cứu, thấu hiểu insight của khách hàng, đến các chiến thuật có thể hành động để xây dựng niềm tin và giá trị của thương hiệu.
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
EVENT: Social Media Breakfast Seattle, 12/1/09.
AUDIENCE: VPs and Directors of Marketing
TOPICS: Engagement, consumer behavior, social media, marketing approaches
AUTHOR: Eric Weaver, Tribal DDB
SYNOPSIS: There have been myriad presentations on "social media strategy" but few to none on how to actually craft one. This is Eric Weaver's take. He describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and steps to take in creating an engagement strategy.
The case for Purpose-Driven Marketing in Australia Allan Dib
Increasingly more companies are talking about the company and brand purpose, and rightly so. Shifting marketing from product-centric marketing to purpose-driven marketing has proven to be very successful for brands. This same thinking has also helped many corporations build their reputation and relevance with stakeholders
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
We believe the strongest brands are the ones that are relentlessly relevant and making a difference in consumers' lives. We created the Prophet Brand Relevance Index® (BRI) to help companies measure brand relevance and understand how it can unlock growth. In fact, data reveals that the revenue growth of the most relevant brands have outperformed the S&P 500 average by 28% over the last decade.
Learn more about the BRI and the 2018 results in this slideshare or at https://www.prophet.com/ourfirm/relevantbrands/.
Content strategy is more important than ever in today’s healthcare climate.
For years, many traditional healthcare companies have treated content as an afterthought, creating an archive of disconnected messages without strategic business purpose.
At Prophet, we see healthcare companies revisiting their own content strategies today. Some are discovering disjointed messages and inconsistent experiences across websites, events, pitch materials, social channels and traditional advertising. Others have struggled to realize or identify the impact of the resources they dedicate to content today.
As the demand for relevant content grows, and as its production expands across different pockets of an organization, the difficulties associated with content management and direction can grow as well.
This is our approach to crafting strategic content for the healthcare industry, including some case studies.
Making the Shift: Healthcare's Transformation to Consumer-CentricityProphet
In our latest report, “Making the Shift: Healthcare’s Transformation to Consumer-Centricity” Prophet interviewed more than 50 executives across the U.S., Europe and Asia, from healthcare organizations including hospital systems, payers, pharmaceutical companies and digital health companies to identify the five keys shifts that healthcare organizations need to make to become more consumer-centric.
Learn key findings from each of the five shifts including the challenges and solutions organizations face to become more consumer-centric.
The State of Consumer Healthcare: A Study of Patient ExperienceProphet
There is a vital change happening in healthcare: People are demanding to be treated as savvy consumers, who deserve choices, convenience and fair prices. The same revolution of consumerism that’s shaking up the way the world buys financial services, airline tickets and groceries is finally underway in healthcare. And as healthcare options multiply, this trend will only accelerate. Providers who are ready to respond by creating a strong patient experience are going to win, and those who aren’t will be left behind.
This presentation explains findings from the patient experience study which was conducted to understand the consumer healthcare experience by assessing the gap between patient and providers’ expectations and perceptions, and arm institutions with the ability to assess their own organization, define a successful strategy, and deliver on it.
View the webinar here: http://bit.ly/1RLgTFX
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
5 Signs You’re in the Middle of a Digital TransformationProphet
Digital Transformation seems to be the buzzword of the moment, but what does it really mean? And, more importantly, what does it mean to your business?
We live in an era of persistent change and rising customer expectations. Brands that rise to the top are those that have found a way to be relevant in a world of continuous change. In this Chicago AMA BrandSmart speech by Scott Davis, Chief Growth Officer at Prophet, he discussed brands that are relentlessly relevant – those who position themselves with a commitment to meet customers on their own terms, push competitors out of consideration and redefine entire categories—all while being authentic.
Scott outlined four attributes that separate those that are building enduring, relentlessly relevant brands from those that aren't. He discussed the role of building a relevant brand in a digital world and how to ensure you’re creating meaningful, connected and engaging experiences with customers.
Prophet 2014 Healthcare Exchange Consumer Study ResultsProphet
Eight million people signed up for insurance plans via public exchanges in the first year of the Affordable Care Act, yet an estimated 40+ million still remain uninsured. When annual enrollment opens again in October, how should companies change their tactics and targets based on experiences in year one? It’s time to learn from year one, and plan for year two and beyond.
We've released our findings from our 2014 survey of consumer attitudes and experiences with the Affordable Care Act’s first healthcare exchange open enrollment period. The survey of 1000 American adults shows that while nearly half of respondents plan to purchase healthcare on the exchange in the future, concerns over cost, confusion over subsidies and general distrust of health insurance companies persist.
To hear the audio that accompanies these slides, watch a recording of our webinar here: http://bit.ly/1vbOvUO.
Prophet worked extensively with the marketing and executive leadership teams at IU Health to develop and implement a new, system-wide brand and customer experience strategy to help achieve this vision. Leveraging extensive qualitative and quantitative research across different stakeholders as the foundation, we developed a comprehensive brand strategy for the health system that involved: A new positioning that highlighted the breadth and depth of the entire system, changing the name from Clarian to Indiana University Health, developing a compelling and consistently deliverable patient experience across the system, and developing the key elements that would bring the new brand to life and deliver the desired patient experience.
Although analyzing “big data” has the power to transform your business, the ease of doing so has been over-stated. In reality, harnessing big data is still a messy and labor-intensive business. We are incredibly excited by what we can do with data but also think some of the hype is doing brands a disservice, because it creates a false expectation of how easy this work is going to be. Most things in life that are important and worthwhile are difficult, and the analysis of Big Data is no different. Don’t believe these commonly heard myths…
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
3. When I say BRANDING
and HEDGE FUND in the same sentence,
what are your first impressions?
Poll:
4. Brand is the sum of all information
about a product, service, or
company that is conveyed through
communications and experience…
…creating an associative and
emotional relationship between
that entity and its stakeholders
6. Brand is the cohesive story
of the smart decisions
you make to maximize
value for stakeholders
Strategy
Track record
Brand Vision
Philosophy
Personality
Values
Reputation
+
+
+
+
+
+
7. Brand is rational
and emotional
“Brand can drive future sales
growth, pricing power and profit
margins - strong brand translates
into solid future EPS growth
“I’ve always
just been
a Nike person”
“Brand is an intangible asset, but
it does have value and can be
measured even though it’s not on
the balance sheet”
“I would rather feel
bad in Maine then
good anywhere else
in the world”
“Wherever you go, there
are three icons that
everyone knows: Jesus
Christ, Pele and Coca-
Cola”
“Companies that have a brand,
and are able to monetize that
brand, are tremendously
profitable”
RATIONAL EMOTIONAL
8. Having a brand matters to
your firm because you
need to be trusted
It is hard to sell trust directly;
your brand can be that container to
build the components of trust
9. Trust
/trəst/
Noun
Firm belief in the capability, reliability, and truth
in someone or something
Synonyms: confidence, belief, faith, certainty, assurance,
conviction, credence, reliance
11. How can a strong BRAND
HELP your business?
Poll:
12. Strong brands generate
greater demand
Share
Price
share
$
Unbranded
curve
Branded
curve
In 2011,
35% of U.S.
consumers polled
said they would
pre-order the
iPhone 5…
sight and price
unseen
BRAND
EQUITY
MODEL OUTCOME
13. Funds at any stage, are
chasing demand so they can
execute their strategy
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
14. Brand is the conduit between
trust and demand for funds
at any stage
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
15. Brands tell a compelling story
about a fund’s capabilities,
reliability, and truth
Proving track
record of success
Reaffirming
reliability
Expanding influence
through thought
leadership
Communicating
truth
Establishing credibility
through pedigree and
unique philosophy
Defining
capabilities
STRATEGIC
PRIORITY
ROLE OF
THE BRAND
DEMAND
DRIVING
OUTCOME
Closing funds to
new investors
Seeding
additional funds
Sourcing
investors
16. Proprietary and confidential. Do not distribute.
BECOMING
THE
UNCARRIER...
…unlocking
demand to drive
$1BN in revenue
20. Customer Obsessed Pervasive Innovation
Ruthlessly Pragmatic Distinctively Inspired
…and depend on four
primary objectives
21. Prophet Project Proposal 21Proprietary and confidential. Do not distribute.
First, having the discipline to stay
customer obsessed like none other
in their category. This doesn’t mean
simply conducting research. It
means tirelessly working to
creatively uncover breakthrough
insights that give rise to fresh, new
ideas for how, where, and when to
engage and win with customers.
Customer Obsessed
22. Prophet Project Proposal 22Proprietary and confidential. Do not distribute.
hgal
Second, continually practicing
pervasive innovation. This is a
philosophy of being nimble and
responsive in creating opportunities
for authentic engagement, and of
delighting customers at every turn.
Whether it is with new offerings,
content, channels, experiences, or
business models, brands that
constantly give customers fresh,
novel, better ways to interact and
engage will win.
Pervasive Innovation
23. Prophet Project Proposal 23Proprietary and confidential. Do not distribute.
Third, being ruthlessly pragmatic in
how the brand can support the
business strategy, and how it is
brought to life in practice. This
requires clear alignment around the
brand’s role in driving business
growth and a practical approach to
ensure new proof points to activate
the brand positioning.
Ruthlessly Pragmatic
24. Prophet Project Proposal 24Proprietary and confidential. Do not distribute.
But all this has to be built on the
brand being distinctively inspired in
its promise and ambition. The brand
has to be supported and pushed by
employees’ energy and talent –
they need to feel that they own it.
Distinctively Inspired
25. MAKING ROOM
ON THE STRIP...
…in a saturated
market with a
difficult operating
environment
28. Brand can be the tool that unlocks the
opportunity that lies in the tensions you face
Transparency
vs.
Mystery
Differentiated
vs.
Dependable
Human
vs.
Machine
“Title Slide 2” layout. White background cover page – Option 1 (logo + image). Click the left image placeholder to insert an image, or drag an image into the placeholder. Manually place logo on the slide in the location indicated.
Please update the copy in the bottom right in the placeholders indicated (client or group or intention of meeting and fixed date)
This is the “Section Header 2” slide layout.
The content in the “Section Header” slides is carried through the slides following via the “section name” content placeholders on each slide layout for visual navigation of where users are in the presentation for tracking purposes.
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
This is the “Section Header 2” slide layout.
The content in the “Section Header” slides is carried through the slides following via the “section name” content placeholders on each slide layout for visual navigation of where users are in the presentation for tracking purposes.
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
TOP 100 MOST POWERFUL BRANDS IN 20121 OUTPERFORMED THE S&P 500 BY 37 PERCENTAGE POINTS BETWEEN 2006 AND 2011
BRANDS STRONGLY INFLUENCE NON-CUSTOMER STAKEHOLDERS, AND LOWER OPERATION COSTS
BRAND-GUIDED COMPANIES ON AVERAGE, HAVE PROFIT MARGINS NEARLY 2 TIMES THEIR RESPECTIVE INDUSTRY AVERAGE
BENEFITS:
BUILD ”GOOD CITIZENSHIP” WITH BROADER PUBLIC
TRIGGER INVESTOR/ANALYST FANTASY
BOOST TALENT ATTRACTION
FOSTER IDENTIFY AND BOOST EMPLOYEE MOTIVATION
DRIVE COLLABORATION ATTRACTIVENESS FOR PARTNERS
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
This is the “Section Header 2” slide layout.
The content in the “Section Header” slides is carried through the slides following via the “section name” content placeholders on each slide layout for visual navigation of where users are in the presentation for tracking purposes.
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)
In this era of infinite expectation and persistent change, absolutely nothing is more critical for a brand than to be and remain relevant. Brands that have an unyielding commitment to making smart, bold business moves that amaze customers, push competitors out of consideration, and even define entire categories – all while remaining unwaveringly authentic to who they are – will win. At Prophet, we don’t believe that a brand’s relevance should be confined to a moment in time. We believe a brand needs to stay dynamic, constantly pushing itself to earn and re-earn its position and loyalty in the marketplace. We believe winning brands must be RELENTLESSLY RELEVANT.
First, having the discipline to stay customer obsessed like none other in their category. This doesn’t mean simply conducting research. It means tirelessly working to creatively uncover breakthrough insights that give rise to fresh, new ideas for how, where, and when to engage and win with customers.
Second, continually practicing PERVASIVE INNOVATION This is a philosophy of being nimble and responsive in creating opportunities for authentic engagement, and of delighting customers at every turn. Whether it is with new offerings, content, channels, experiences, or business models, brands that constantly give customers fresh, novel, better ways to interact and engage will win.
Third, being RUTHLESSLY PRAGMATIC in how the brand can support the business strategy, and how it is brought to life in practice. This requires clear alignment around the brand’s role in driving business growth and a practical approach to ensure new proof points to activate the brand positioning.
But all this has to be built on being DISTINCTIVELY INSPIRED in its promise and ambition. The brand has to be supported and pushed by employees’ energy and talent – they need to feel that they own it.
This is the “Section Header 2” slide layout.
The content in the “Section Header” slides is carried through the slides following via the “section name” content placeholders on each slide layout for visual navigation of where users are in the presentation for tracking purposes.
Lagging performance
Downward pressure on fees
Persistent investor distrust in the category and allocation hesitation
Changing regulatory environment driving increase demand for transparency
Overcrowding due to new competitors
Attracting and retaining talent
Establishing industry respected thought leadership
“Statement Reverse” slide layout example. Enter copy in the main placeholder to make a statement or pose a question to kick off with storytelling. Copy can run multiple lines and users can add an extra space between paragraphs to delineate content.
If adding a subsequent point, that copy can be manually changed to any of the approved Prophet Theme colors and 4pt smaller (see above example)