First, you need to be okay with never having a full picture. The brand world is not a direct-response world. Your goal is a never-ending one, it’s asking the question, “How can we mitigate the uncertainty and increase the confidence?” You will never achieve 100% accuracy. Brand, like most things in life and business, is… Continue reading How To Measure Your Brand Marketing Efforts
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How to Build a Brand Pro-Tip: Be Repetitive
A core goal of brand building is to achieve recall from your customers when they are in the market for your products. In other words, you want to be memorable. What’s one highly effective way to become memorable? Repeat yourself over and over again. While we don’t know everything about memory, we do know that… Continue reading How to Build a Brand Pro-Tip: Be Repetitive
How to Think About Brand Marketing and Positioning Before You Think About Cost and Attribuition
Dial in Your Brand Promise (Your Elevator Pitch) The key elements you need within your pitch are: what you do, your differentiation/why it’s unique, and who your core customer is. Keep this short, sweet, and to the point. Do not get cute with it. This pitch is for internal use and to be used as… Continue reading How to Think About Brand Marketing and Positioning Before You Think About Cost and Attribuition
(VIDEO) Brand Moments: Caitlin Clark
(VIDEO) Brand Moments: How do you pronounce LOEWE
View the original brand video here >
When building a brand, you can’t be overly referential
I most often see this happen through a brand’s social account. I get it. It’s easy to join in on the latest popular meme that’s going around and slap copy related to your brand/products. The problem with this is it builds poor brand-building habits. Your customers will not be able to recall your brand/product because… Continue reading When building a brand, you can’t be overly referential
Building a brand: The things you’re not thinking about enough and the things you’re thinking about too much
The things you’re not thinking about enough are: All of these provide context and build a world together. Product: Your product, usually, is not the first of its kind. How does your product compare to others? How is it differentiated? How can you improve it? Production design. You can think of this as Art Direction.… Continue reading Building a brand: The things you’re not thinking about enough and the things you’re thinking about too much
Airbnb is not a brand. But I wish it was.
In the marketing world, there has been a lot of talk and praise for Airbnb’s shift from performance marketing to brand marketing. The company is booming, hitting highs in hosts, bookings, cash – all the things the business or Airbnb should care about. But how much of the recent success is because of this shift… Continue reading Airbnb is not a brand. But I wish it was.
An Underutilized and Underappreciated Brand Strategy: The Talking Head Video
Why don’t more entrepreneurs showcase their expertise? Why don’t more of them directly engage with customers and communicate? I’m not referring to an email from the founder, a podcast, or an on-air interview; I’m talking about the old-fashioned yet effective strategy—the talking head video. Why Talking Head Videos Perform So Well: Humans love looking at… Continue reading An Underutilized and Underappreciated Brand Strategy: The Talking Head Video
Brand building in a digital world requires a multiplane camera
I was scrolling through Instagram and came across a post by History Photographed. I think it’s a perfect analogy for brand building in a 2D world. AKA, most DTC brands. For context, view the post here > As you can see, the multiplane camera zoom effect is more compelling. Now, ask yourself, how many layers… Continue reading Brand building in a digital world requires a multiplane camera