The one thing we marketers want more than anything else is people’s time. We have all kinds of metrics to track it. Indeed, it’s the thing we track most, more so than spending and usage.
It is difficult to avoid politics these days. Right now, both political brands are becoming parties that do not stand for anything but stand against everything or stand for everything. Having a relevant, differentiated brand promise applies whether you are a political entity or a packaged goods offering.
Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes.
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and local sectors tend to push back on global brand dictates, even if the centrally-sent statements ring true.
Branding Strategy Insider helps marketing-oriented leaders and professionals build stronger brands and make better brand decisions. Over the years, BSI readers have brought us questions about positioning, differentiation, customer relevance, brand leadership, growth, and the changing role of marketing. Today’s question comes from Jennifer, a VP of Marketing in New York, New York, who is thinking about the future of brand management, the impact of AI, and which marketing conferences are truly worth her time.
