What will the new year bring for marketers in this fast-paced world of change? Perhaps a chance to know your customers better? A chance to build stronger bonds and create greater value that only you can deliver? Maybe a chance to shape new relationships and promote growth? Opportunities abound. To get ready for your brand’s future, resolutions may help you stay on track.
Looking back on our favorite articles of 2016 about brand strategy, how brands are built and disruptive marketing trends, it’s clear that there are clues on how to best move forward into 2017. Clues on how to stay relevant, focused and earn a place in the future. So, we’d like to share these 10 links to articles from the knowledgeable folks at Brand Strategy Insider.
- Don’t take shortcuts building the brand. Instead, follow these pathways to create uniquely powerful brand strategy concepts.
- Don’t confuse brand strategy with creative strategy. Both are necessary but the terms are not synonymous.
- Think more about how brand perceptions are formed in the mind. Compelling research offers good news for brand managers because it reaffirms the importance of branding. It’s not just about the product inside. The brand matters because it tells consumers what to expect and influences how they evaluate a product. A strong brand gets the prefrontal cortex on your side.
- Be Relevant. Brands come alive for people when they encapsulate ideas that consumers want to have in their lives. That’s partly what makes brands distinctive and desirable. So what do you do when your core idea is no longer as attractive as it used to be?
- Connect better with customers. Use these guiding principles to form a more audience-oriented perspective to frame problems and ask questions.
- Keep your brand current. One of the hardest judgment calls for brand managers is currency. Brands must change to stay consistent yet they must also remain recognizable in order to preserve brand equity. So what should you change, and when?
- Establish empathy to grow. The more empathy, the more validation. The more validation, the deeper the relationship. The deeper the relationship, the more commercial success of the brand through the return of repeated purchase, loyalty, advocacy, and ultimately cult status. Brands often fall short of establishing this chain reaction because, from the outset, brands fail to do a number of things.
- Understand emotional branding better. Leading brands have long studied the minds of their target customers, leveraging advances in psychology and behavioral science to gain competitive advantage and accelerate growth through strong emotional connections.
- Follow these eight fact-based insights to build a business case for building brands.In the managerial pecking order within most organizations, finance occupies a more central role than the ‘flimsy’ business of marketing.
- Make sure you have these 10 skill sets of the modern marketer. Today it is no longer enough to say you have digital “experts” or that you are data-driven. What does that mean in a perpetually changing world? So what will help marketers go above and beyond in the 21st Century?