What’s your brand’s point-of-view?

Brand recognition for thought leadership takes stepping into the spot light.

Brand recognition for thought leadership takes stepping into the spot light.

Point-of-view marketing involves communicating your brand story through thoughts, deeds, and actions on how the industry should be served.  One avenue to achieve this is through social engagement marketing tactics. When your brand provides authoritative content, supported by experience or scientific facts, it is demonstrating thought leadership.

Sometimes it calls for taking a calculated risk and commenting on or providing content for a hot button topic. Controversial topics breed readership. The more the readership, the more the brand can play a role in educating and shaping public opinion.

Participating with organizations, associations, and publications

Depending on where your brand is connected with the industry, there are a myriad of associations and publications devoted to producing content for every industry segment.

Unfortunately, a lot of the content is opinion based on faulty thinking drawn from incomplete facts. Any hot button topic has its share of detractors and advocates. Wading into the fray takes fortitude and a willingness to listen to the opposition, understand their fears and insecurities, and acknowledge there is a place in the world for conflicting viewpoints.

The opportunity for thought leadership recognition comes from participation and providing a point-of-view substantiated by experience and facts. Brands that take the risk to step into the spotlight are rewarded with recognition for setting the story straight.

Brands that look for safe haven and to avoid controversy become one of many and relinquish their position of thought leadership.

Google, Microsoft, and Yahoo

As an example, take a look the big search, social, and tech companies. When the National Security Agency (NSA) ran amuck over our constitutional right to privacy, they stepped into the spotlight and offered a detailed look at the NSA’s activities based on experience and facts. National security is a hot topic with millions of detractors and advocates. They could have played it safe and said nothing, worrying more about their stock price instead of their social responsibility. Instead, they came forward, injecting themselves into the conversation and offering thought leadership on how to serve both the nation’s security interest and the privacy right of their customers.

Leadership brands understand the value of participating in the conversation that helps form policy.

Additional articles you may find of interest on this topic:

Finding your voice

How to gain influence through understanding

 Defining your brand’s personality

 Please leave your comments or thoughts below.

Why aviation marketers struggle with digital marketing integration


Successful digital marketing requires a different mindset

Aviation marketers are creatures of habit. When challenged with the myriad of digital marketing strategies and tactics available, they go back to what they know and are comfortable with – interruption-based marketing led by print advertising with media placement in trade publications.

Repeated studies in the aviation and related industry segment peg digital marketing spending between 10 – 15% of the annual marketing expenditure. In 2008, this was considered discretionary marketing spending as companies experimented with digital advertising, social media, and analytics. Today, with Apple heading toward 50 billion app downloads, you would have thought the light bulb would have clicked on somewhere in the executive suite that digital marketing is here and it’s getting bigger.

Changing the way you think

In the advertising world, digital has cut a disruptive swath through advertising agencies. Yet I still hear agency principals talk about digital agencies and digital departments. Are aviation marketers to blame when their agency partners have not integrated digital thinking into everything they do for aviation clients?

Instead of creating ads for magazine placement, shouldn’t both client and agency be thinking about complementing brand building marketing with digital tactics that provide on demand information that encourages engagement and extends the relationship?

Measuring marketing effectiveness

One of the reasons why 80% of the marketing budget is still going towards traditional advertising venues is the area of wiggle room and accountability.

Brand building ROI metrics play well for those who are not digital natives or converted digital immigrants. As long as the profitability numbers keep increasing, marketing’s influence will consist of mostly presentations at board meetings.

With digital, everything is measurable. Yes, it can involve a lot of data crunching and discussion of where in the digital marketing landscape the convergence of digital tactics influenced a purchase.  But this does provide a correlation between investment and return, providing a smaller area for marketing wiggle room.

Understand the customer’s expectations and brand experience

Apple’s closing on 50 billion app downloads should be a beacon of the future for what “on demand” marketing will look like for aviation industry. The technology is here, and the platforms are your smart phone, tablet, and laptop. The challenge aviation marketers will face is tooling their marketing organization with digital natives and immigrants.  The natives will come from the bottom up, and the immigrants will rise based on the fear of being left behind. These two groups will teach others to think in digital terms and provide guidance on how to create a seamless brand experience in real time.