Your customers can smell advertorial from a mile away, hence the inception of unbiased brand journalism -- a service to your niche audience, which if done well, can turn into a healthy prospect list and thriving community.
No brand is static. Even if key elements, such as a logo, remain familiar over the course of decades--think of the iconic Nike swoosh, which has been around since the early 1970s--it must still change, even subtly, in order to stay fresh and grow.
Brands need to understand the role they wish to play. From local start-ups to global heavy weights, more and more brands are pushing themselves to stand for something that is both meaningful to people, and distinctive in the world.
Brands from the airline industry to eCommerce are realizing this and focusing on simplifying the interactions offered to consumers, and all the while consumer expectations for a streamlined experience are rising, quickly.
Nowadays, we all know that establishing an online presence is vital when it comes to maintaining a successful business. Whether you opt to develop your brand on your website or social media, one aspect of marketing that you may not be using is email marketing.
I'm also a big believer that brand marketing both reflects and inspires our popular culture. So you can imagine that as a marketer and as a dad, I'm thrilled with how brands have embraced the role of dad in the family.
Some consider Ecomagination a brand-makeover to solve a bad environmental reputation. Others call it a PR strategy. I believe Ecomagination is a best practice of how a brand can be a powerful driver of change.
As humble individuals become viral phenomenons seemingly overnight, brands ought to understand what it means to work with an influencer and how to manage those relationships to ensure strong alignment between brand, creator and audience needs. Here are a few tips that may help.
Though it would be quite unwise to call all content marketers insane, it's clear that we're actively living out Einstein's definition in the online world: Consistently producing content in the same way and expecting more influential viewers, fans and followers to sing our respective praises.