The most common understanding of brand value is a percentage
of financial value assigned to the brand’s name. It is an educated guess based
on how much more a customer will pay to be associated with the brand.
Let’s move past the educated guess part and toward the trust
factor associated with the brand.
Nike, BMW, Pampers, and Southwest Airlines all covet their
brand value because it represents a repeatable and trusted experience associated
with the brand. In essence, it’s the brand’s reputation.
Brand enhancement via social media is still viable but vigilance is required.
There are branding benefits that can be derived and measured for brands that choose to participate in social media. However, practicing a “set and forget” social media strategy can have negative branding repercussions.
For the better part of my advertising career I worked with commodity and specialty brands. This was especially true in the chemical industry. Consumer brands such as M&M’s or Revlon would prefer that their customers not know too much about what really goes into the making of their favorite snack, nail polish color, or fragrance. We referred to these brands as the name behind the name you know.
The internet became the yellow pages and how brand marketers can rise above it.
I recently performed a google search using the queue — crap internet content — which returned 2,770,000 results in 0.68 seconds. This statistic alone should speak volumes about the current state of the internet and the questionable quality of the content that is pumped out for public consumption. With so much underwhelming, misdirected, me-too, and opinion-stated-as-fact content available for consumption, it’s no wonder our attention spans are being reduced to microseconds.
Customers are looking past brand feature/function and want a brand experience.
Recently I attended Colorado Ad Day on the CU Boulder campus. Steve Babcock, Chief Creative Officer for Vayner Media, presented his thoughts on creating and producing branded content. Steve is an advocate of producing “show approach pilots” much the same way that networks produce episode pilots to measure audience engagement and interest.
Understanding how brand awareness influences purchasing decisions can help keep the sales pipeline full
In today’s cluttered marketing environment, standing out from the competition has become more challenging. Everywhere we turn, thousands of brands are vying for our limited attention span. This overload has conditioned us to be hyper-sensitive to brand messaging delivered through advertising, POP marketing, and social media platforms, or as I prefer to call it, our “BS” meters are working overtime.
7 decades of successful advertising has relied on this advertising model
It seems that the entire advertising ecosphere has become infected with the cheaper/better virus.
Startups think that agile marketing can introduce their idea/App/product exclusively through social media. Thinking that social media can be scaled and user comments controlled to reach and influence the intended target audience with enough impressions to influence the next round of investor backing is naive.
As paid search advertising becomes more intrusive, organic search listings have become more illusive.
Depending on your browser search engine preference, you may have noticed a change in the SERP (Search Engine Page Results) for organic listings.
This is due to the fact that search engines make their money from paid search advertising and because of this, more page space is being allocated to paid search results at the top, bottom, and side bar of the browser window. Continue reading →
Social capital is the customer’s sentiment towards a brand
Apple, the hardware folks that have brought you everything mobile – music, phones, tablets, laptops – finds themselves in a precarious position. The FBI wants them to unlock the iPhone encryption software so they can poke around in the previous owner’s data. Continue reading →
Data collected should provide value to all concerned parties
The Altimeter Group published “The Trust Imperative: A Framework for Ethical Data Use.” The report gathered information from several different sources to provide a well-rounded view of how consumers view data collection and how organizations are starting to rethink data collection practices. Continue reading →