How has the definition of branding evolved to reflect the modern business context?
If you type ‘what is branding’ into a search engine, you’ll be presented with two choices:
“making a mark with a branding iron”
Or, “creating a distinctive design to promote a product or service”
Branding in today’s world is not just about standing out, but about creating a truly consistent omnichannel experience across all customer touchpoints.
To achieve this, it means fully integrating brand strategy across every customer interaction, not just about creating aesthetically stable collateral. To outpace competitors in the current business climate, branding requires a data-driven, customer-focused approach to marketing.
Our marketing tools and templates help you build a winning marketing strategy that supports your business objectives and boost revenue.
What's more, all our marketing strategy resources are integrated across the RACE framework to drive the results you need to reach your goals.
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Branding means fully integrating your customers' experiences of your brand. We'll recommend marketing tools and training to show you how, as well as taking an in-depth look into the definition of branding
What's the definition of branding? Across numerous terms and definitions, one thing that rings true for pretty much all of them is a heightened focus on your customers' experiences of your branded goods or services, compared to your competitors. But what is meant by brand definition today? And what can brand marketers learn from this?
We've all seen that, to succeed in today's competitive omnichannel environment, it's more important than ever that brands champion their key customers (both potential buyers and those with existing lifetime value) in all of their marketing activities. You need a data-driven, customer-focused approach to marketing to outpace your competitors.
As a result, we guarantee that all our marketing training is integrated across our tried and tested…
'Strategic marketing beyond a single campaign metric': Brand evaluation requires deeper analysis of your campaign KPIs
A single brand evaluation metric such as 'brand awareness' can get a bad press as a marketing KPI. It's easy to see why, after all, just because I'm aware of your brand, it doesn't mean your marketing has been all that successful in driving demand or sales for a product.
To give a trite example, I'm aware of Donald Trump, North Korea and Protein World. It doesn't mean I like any of them. Nor does it mean I'd ever buy from them. Oh and before you say 'You can't buy from North Korea Rob you idiot'- I think you'll find you can.
Strategic brand evaluation runs much deeper. It's time to aim for strategic marketing beyond a single campaign metric.
"Strategic marketing beyond a single campaign metric"
Boosting brand awareness isn't pointless, far from it.…
How to grow your brand with an ambassador program
Word-of-mouth marketing remains one of the most effective tools at a company’s disposal; 74 percent of consumers identify word of mouth as one of their top points of influence. Rather than hoping word-of-mouth marketing occurs organically, many companies are taking matters into their own hands by creating brand ambassador programs.
A brand ambassador program takes advantage of the passion of your most enthusiastic fans. By giving them exclusive benefits and the autonomy to carry your message to consumers, you can create a word-of-mouth marketing campaign that thrives for years to come.
Successful Brand Ambassador Programs
Lululemon
Lululemon does more than sell athletic gear. The company’s target audience is youthful, active, vibrant and hip, and its brand ambassador program reflects this. Lululemon’s brand ambassadors have the kind of lifestyle the company encourages, and they do so in a public way. In return, Lululemon rewards…
There are major obstacles to using brand awareness as a marketing objective
Over the past decade marketers have relied on quantity based measurements as a proxy for campaign performance. The volume of impressions, clicks and likes indicates that people see the ads and find them relevant and compelling.
But with the increase of ad blocking and bot frauds, as well as demand for more data transparency, evidence suggest that traditional metrics do a poor job is measuring sales, engagement and, ultimately, ROI. A study from the IAB and Ernst & Young confirmed this trend, estimating that $8.2 Billion are lost as a result of traffic frauds, bots frauds, ad block and other threats.
Specifically, the IAB found the following major reasons (the full report is in PDF form here):
$4.2 billion is lost due to “non-human traffic”
$1.1 billion is lost due to “malvertising-related activities”
$2.4 billion is lost due to…
