Beyond Marketing
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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Branding Strategy Insider | The Right Time To Position Brands

Branding Strategy Insider | The Right Time To Position Brands | Beyond Marketing | Scoop.it
How you position your brand is less important than when you position your brand.
Denis Failly's insight:

"The key to effective brand positioning is more about “when to “ rather than “how to"

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Branding Strategy Insider | Making And Keeping Brand Promises

Branding Strategy Insider | Making And Keeping Brand Promises | Beyond Marketing | Scoop.it
Brands must only make promises they can keep.
Denis Failly's insight:

"the most important part of a brand’s promise is not the making of the promise, but rather the keeping of the promise"

 

"the brand’s promise must be crafted at the most senior level of its organization. Delivering on the promise requires alignment with the organization’s mission, vision and business plans. It will affect the allocation of resources including capital expenditures."

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Brand Audits: Three Powerful Rings

Brand Audits: Three Powerful Rings | Beyond Marketing | Scoop.it

When conducting a brand audit, the simplest models often work the best - BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.

Our favorite model for identifying brand strengths and weaknesses – the 3-Circle Model – is stunningly simple, too. It involves just three overlapping circles representing the brand, customers and competitors. Mapping the intersections of customer desires, brand capabilities and competitive strengths allows strategists to classify and prioritize different types of ‘value’.

 

 

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Your Brand is More Important Than You Think: BrandSTOKE’s 9 Criteria for Brand Essence - Brian Solis

Your Brand is More Important Than You Think: BrandSTOKE’s 9 Criteria for Brand Essence - Brian Solis | Beyond Marketing | Scoop.it

The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than one’s ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed.

With customers today being increasingly connected, informed, and ultimately empowered, their expectations only escalate. In short, they are more discerning and demanding than ever before. The brand and the brand promise are of paramount importance. Without it, businesses instead rely on fleeting factors such as price, trends, events, gimmicks, and other elements that make it difficult to develop a long-term bond or relationship between a customer and the product or the brand.

When someone asks your customers what is it about your product or brand that draws them to you, what do you want them to say? What do you want people to feel?

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Why You Need to Build a Connected Brand in Real Time

Why You Need to Build a Connected Brand in Real Time | Beyond Marketing | Scoop.it
Building a digital brand has never been so easy or difficult.
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The diffusion of brand, ownership, and experience

The diffusion of brand, ownership, and experience | Beyond Marketing | Scoop.it

Products were once contained by physical ownership and access. To experience a product, you had to buy it or try it. Brands extended beyond the idea of physical products into other types of consumer exposure to companies. Non-customers have always had access to brands outside of the ownership capacity, through advertising, word of mouth, and any other manifestation of a company that didn’t require ownership of their product. But this brand experience lacked depth—you may have seen an ad for something, but without having consumed it as a product, it would be hard to argue that you really experienced it in any meaningful way.

Denis Failly's insight:

"Physical ownership no longer has a monopoly on meaningful experience. It’s an extension of that experience, the highest and best version of a brand..." (Brian Solis)

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Is Your Brand Great At Digital Marketing? A Diagnostic Framework.

Is Your Brand Great At Digital Marketing? A Diagnostic Framework. | Beyond Marketing | Scoop.it
Learn the six components of every magnificent digital strategy. Optimize search, social, display marketing strategies across rented+owned digital existence.
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How to Communicate Your Core Difference

How to Communicate Your Core Difference | Beyond Marketing | Scoop.it
Every effective marketing strategy lives and dies by the ability to capture and communicate the strategies core point of differentiation in a simple, yet compelling, manner.
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Why You Need to Build Your Brand Online

Why You Need to Build Your Brand Online | Beyond Marketing | Scoop.it

The Internet offers so many more possibilities for small businesses than ever before.

The online marketing opportunities are limitless, and the chance to do it with social networks that you use everyday leaves little room for excuses to not market and build you brand online.

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'Native' Ads May Damage Brand Perceptions

'Native' Ads May Damage Brand Perceptions | Beyond Marketing | Scoop.it

"Native" ads, those that give the appearance of being authentic content (Twitter promoted tweets, Facebook sponsored stories, etc.), can have a negative effect on the perceptions of brands that sponsor such ads, according to a study by MediaBrix..."

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