Very often marketers are called upon by clients or fellow business stakeholders to solve complex issues or chart new paths with new products or markets. In these cases there is a natural tendency to immediately immerse oneself into the numbers and assorted details pertaining to the objective, as if the answer is hiding in plain sight on column G, row four of the spreadsheet in front of you. The numbers and analysis when determining a...
As marketers, we know that brands carry a unique responsibility in the culture where they exist, because they are active participants in it; and as such, have the power to set the tone, provide the example, and inspire all to do better.
Our current situation is one of disruption, fear and uncertainty. However, there is one thing we do know with certainty. This situation will end, and the rebuilding will begin.
A few years ago here on Branding Strategy Insider, I wrote a piece on empathy, observing the importance of this characteristic in connecting brands with their customers. Empathy validates the feelings, concerns, aspirations and fears someone has, and says, “I understand.” This is not only reassuring but adds relevance to the relationship, as in “we (customer and brand) are together in this.”
Brand building is the aim of marketing. A big component of marketing is communications, the purpose of which is to attract customers to our brand and to persuade them to support it.
