In 2012, a South Korean performer named Psy posted a video titled “Gangnam Style” on YouTube. Psy’s performance, personality and K-Pop confidence propelled Psy to became the first music artist to reach one billion views on YouTube.
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Patrick Hanlon, Author at Branding Strategy Insider - Page 3 of 9
The biggest shift today is that Brands used to be about products and services — but today “Brand” is about the people who buy those products and services.
You might not think that you are a brand, or that you buy brands, or that where you live is a brand—that is, until you consider that, like so many other things, brands too have evolved.
Brand voice is often described as the words and grammar you use to communicate with people. But, actually, brand voice is not only the grammar and tone of voice but the combination of words, sounds, images, lighting, taste and touch you use to attract — and become cozy with — your brand community.
It’s never too early to start thinking about your brand strategy. Look at the stats: eight out 10 of new businesses fail not because they don’t have great products, but because small and medium-sized business owners held off on “marketing” or “branding” as foreign to their success. “Wait until we get our product right,” they tell themselves. (Insurance firm Embroker reports the fail rate at nine out of ten.)