CHALLENGES OF MARKETING ADVISERS
NEW BRAND MANAGEMENT TECHNIQUES
The most relevant challenges that marketing advisers face every day are: How may achieve the best
results in the short term without affecting the long term, the image and reputation of the brand? How
may accomplish the brand consistency throughout the years? How can I build the behavioral profile of my
audience? Is Marketing department working closely together with the technology department? Which are
the most effective research and measurement mechanisms without losing profitability? How can my
brand excel from thousands and thousands of competitors advertisements in both platforms, on-line and
off-line? How can I measure the consumer loyalty and the new ones whose join to the brand period by
It´s not new for anybody that building strong brands is quite complex due to the huge amount of
competitors and the media saturation in these times: all of us are surrounded of advertisements. Year
after year thousands of new brands are launched but few of them survive throughout the years.
Being a Marketing adviser is like riding a bicycle.
To keep the balance you must keep moving.
That´s why in this article we are going to speak about the last brand management techniques and trends
in order to achieve successful results.
Let´s start redefining the Brand Concept
A brand is the sum of all the feelings, perceptions and experiences a person has as a result of contact
with a company and its products and services.
Branding and Brand positioning are the heart of every strategy in short, medium and long term.
The ten core brands qualities of these times:
1. Innovative, creative, unique and appealing products;
2. Attractively exciting
3. Consistent and coherent across all platforms
4. High quality
5. Consistent delivery
6. Exclusivity in some goods production and designs
7. Distribution according to the type of brand
8. Media mix: off-line and on-line platforms
WHO CAN SAY NO TO HIM?
Brand means to educate, feel, excitement,
growth, evolve, learn, interact…
Brand means permanent challenges and
9. Huge reputation and prestige
10. Reliable and admirable
The Brand Identity comprises of the Brand Personality and the Brand Image.
It is who the brand has decided to be, how the brand views itself and how it wants to be viewed by the
audience and market player. It is the “true self” of the brand.
How build the Brand Personality?
The answer is quite simple. Brands are like people. Let’s use an illustration. When you think about a friend
or colleague, certain qualities or “associations” run through your mind regarding that person. These
qualities, which would normally be different for each person you think of, are the image you project of
them in your mind through your understanding of their personality. The same principle applies in branding.
People must feel your brand above everything. This is the right way to engage audience throughout the
The brand personality should be Inspiring, Innovative, Memorable, Affirmative, and Distinguished from its
Every Brand is owner of a story which
define it personality, image and style.
Every brand has an inspiring muse, from
people, objects, places till memories,
songs…. Everything is possible.
Finally, the golden rules of Brand Identity creation are:
1. Clarity: in personality choice and image projection to the public: it approach has completely changed
since new brands values have arisen.
2. Consistency: in maintaining the chosen personality and image: it means to develop a global concept to
be flexible according the dynamic of business growth.
3. Constancy and Relevance: in the marketplace over time. It requires to change and to innovate
All these characteristics are identified by people through brand promises and brand perceptions from
every brand touch points. It means the associations, images, emotions, beliefs, and influence power of
your people and market about your brand arise from every on-line and off-line platforms.
“A well positioned Brand is like an aged wine which value increase throughout the years: each time lower
costs and higher profitability.
Let´s see the most actualized Brand management techniques:
Brand Sense is an effort to make something different: to integrate the six senses, including the
emotional “me”, and not only concentrate in the sight and hearing.
Martin Lindstrom says that all of us are quite familiar with all our senses and all of them help us to
develop an image of our dairy life. When we discover that someone is missing we discover it relevance.
The great challenge, as always, is integrate all these dimensions to our brands. In other words, it´s
necessary analyze how can we communicate better our brands and according to that develop a creative
strategy which integrate all senses to positioning stronger the brand not only in the consumers brains
but also in their heart.
Then, integrating the emotional intelligence to our brands or how says Marc Gobé, Emotional Branding.
Gobé brings the subject emotional intelligence, which it was studied by Daniel Goleman, to the marketing
plane integrating both of them to the brands concept. He invites to do a profound vision about the
different emotional levels of your targets. Doing it, you will be discovering the insights which guide your
However, it´s missing yet a road to be walked because to achieve a real approach of Emotional Branding
implies to have brand credibility and brand personality to strongly connect with people at a personal and
holistic level… Emotional Branding is based in people connection that transcend the ads. It is a culture, a
way of living, a fundamental belief that people is really the force and business and street can´t go on
Our public stands for our Brand and they together with marketing advisers are who decide the brand
The feelings that create the Brand to their employees is crucial every day for the successful or failure of
the company. Simon Barrow says that the leader companies have realized the importance to count with
prepared people, really motivated and engaged as vital tool toward the organizational success.
When employees are in touch and interchange value information with some consumer, prospects or other
stakeholder, is clear to think that we will achieve better results, positive experiences due to passionate
employees for the corporate brand.
For this reason, employees must really understand the main objectives of the brand.
If they understood, why don´t we?
Scott Davis proposes “to develop a join between the Brand and the behavior of the employees. This
relationship must be strengthened time to time till the employees became passionate defenders of the
brand and the idea of living the brand as an instinctive thought.
Next time we will continue with this article speaking about the following new brand management
- Brand Metrics
- Content Marketing
- Engagement Program
Have a very nice week!. Please, leave your messages, notes or opinion about this article in my blog
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