Many years ago, companies thought that they were adding value to an economy by employing people to make good products and services. They added brand thinking later, which strengthened the company’s appeal to customers.
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March 2013 - Page 4 of 4 - Branding Strategy Insider
Brand Storytelling In The Digital Age
March 6, 20133 min
We are all living in the digital age. Put another way we are now living in the age of community. It’s a brave new world confounding marketing people in every business category. Within this digital age of community, consumers now opt in or opt out. For marketers, no longer is the conversation about persuasion to buy, rather it’s about to join.
7 Ways To Generate Ideas From Your Customers
March 5, 20132 min
1. Observe how customers are using your product. Medical device company Medtronic has salespeople and market researchers regularly observe spine surgeons who use their products and competitive products to learn how to improve their own.
Brands And The Power Of Touch
March 4, 20132 min
Product experience is the ultimate determinant of brand loyalty. Design of that experience is one of the few areas where creativity can still provide a tangible and sustainable competitive edge. However, the brand experience extends far beyond the product to all brand touch points, including advertising. Recently I heard of an example of advertising that literally was a touch point.
Leading Brands And Word Of Mouth
March 1, 20132 min
It’s an absolute truth that talk value in building a brand is significant. The Internet and every device with an app have put the power of branding into the hands of anyone with a digital connection. Word of mouth has become supersized. Leading brands have gained an edge because they know how to use this power to their advantage and to the advantage of their customers. To ensure that you have the same advantage, here...