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Power of brands,Social Media

Let Your Brand’s Story Shine

The main purpose of social media marketing is to connect with your customers. Obviously, you want at the end to generate sales and ROI, but the idea behind these channels is to help you connect with your customers at a significant level, so the awareness and positioning of your brand are higher than your competitors, and you create a long term relationship that will generate higher revenue over time. The best way to truly connect with your customers is through storytelling. Here are some tips that have worked for me in the past to help a brand’s story come through...
Power of brands,Social Media

Is Being Controversial a Good Marketing Approach?

I have been a fan of Nike for a long time, I even read Phil Knight’s book Shoe Dog and I loved it. It has been Nike’s marketing strategy almost since the beginning to sponsor controversial athletes. In this book, Phil Knight tells the story of how they started sponsoring athletes that at the time were controversial like John McEnroe for example or more recent athletes like Colin Kaepernick and Serena Williams In 1973 Nike signed Steve Prefontaine as its first sponsored athlete. This is what Phil Knight said about that deal - “Pre was a rebel from a working-class...
Power of brands

Building Trust With Your Customers

If 2020 and 2021 have taught us something is to expect the unexpected. Who would have believed someone at the end of 2019 that we would be facing a global pandemic in the years to come? Was any business prepared for dealing with this sort of unexpected change? I don’t think so. There are many challenges we as marketers have faced in the past year and a half, and many more challenges that are still to come, but one of the biggest shocks probably was the economic downturn that the pandemic has had in the economy, and how it has...
Insights,Power of brands

When You Are Not the Star in Your Story

It can be hard to accept, but when it comes to your brand story it would be wrong to think you are the main star or hero. Then, who is the protagonist? Your customer! He or she is the main character in your brand’s story, and you will help him/her as a guide to reaching success. But a big question arises here, how do you know what success looks like for your customer, and how will you be the perfect guide to help them reach that? The best way to know what success looks like for your customer is through...
Power of brands

Experiential Marketing That Transcends

Experiential marketing, also known as engagement marketing, is any form of customer-focused marketing activity, that creates a sensory-emotional connection to consumers. The reason why experiential marketing techniques are so successful is that they reach multiple senses at the same time, and it tends to create an emotional reaction from customers or potential customers. According to the blog Bizzabo.com some of the benefits of experiential marketing are: Brand AwarenessBrand Affinity and loyaltyOffer a way for prospects to try your product In my experience, the most important benefit can be building affinity and loyalty. People prefer a brand to purchase a certain...
Power of brands

“With great power, comes great responsibility”

When we think about building a brand, we can use the Brand Resonance Model. This model is a pyramid that consists of 6 areas: brand salience (awareness), performance, imagery, judgments, feelings, and on the top of the pyramid lies Brand Resonance. Brand resonance is the ultimate relationship level customers can have with a brand because they feel a deep connection to it. This is what all (or at least most) brands should aspire to because it generates loyalty and a high level of engagement. But in the words of Peter Parker’s uncle “With great power, comes great responsibility”. Just like...
Power of brands

How Brands Earn the “L-word” Status

Have you ever found yourself saying “I love X brand” to someone? I have, and that makes me wonder how did that brand earn my love?  For a brand to earn the L-word takes time and a lot of work. Reaching the love status has to do with positive Brand Equity. Customer-based brand equity occurs when the consumers have a high level of awareness and familiarity with the brand and holds a positive association in memory. You can think the work of a brand to start generating recognition with consumers involves having a good logo, a name that is easy...
Insights,Marketing Research,Marketing strategy,Power of brands

Research insights… the fuel behind your marketing strategy.

As a marketing leader, I have built a passion for gathering customer insights. I’ve found that having insights can help as the fuel for most of your marketing strategies. But, where do you find those insights? There are many ways of looking for insights about your customers, for example, looking into your past purchase data, customer information you may have gathered, social media and website analytics, etc. But there is enormous value in taking the time to ask your customers or potential customers to give you more direct and personal information, and this is where marketing research comes in. Doing...
Power of brands

Love is the purpose

image source: https://witanddelight.com/2018/02/love-many-shapes-forms/ In the years I have been working on marketing one of the things I find more fascinating is the way a brand can become part of your life, without you even noticing. I obviously pay more attention than a regular consumer on the impact brands have in my life, given this is what I do for a living, and I really like it. If you work in marketing and believe that marketing is about product, promotions, place, and price, I strongly believe you are not very passionate about what you do. I have seen how brands grow...