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Apple's 5 Steps To Becoming A Trusted Brand This is a good read about how to construct a brand instead of just selling stuff online. Apple is the king. Read Grow a great book by an ex-P&Ger Jim Stengel for more insight on branding. * Position your brand with the big picture in mind
* Define your brand's personality
* Develop your visual look and feel
* Pick your platforms
* Create a brand charter
SEO & Brands
Cart gets in front of horse a lot these strange marketing days. Team+Curagami has clients who know more about #seo than branding. Cart squarely in front of horse.
Think about the process. You know how to tell Google's spiders about your pages better than you know how to tell your customers why your products, services and company are their best bet (i.e. branding). Cart in front of horse.
Don't be seduced by the latest shiny object. The core of online success is similar to the core of offline success - create great things that people MUST talk about, tell their friends and marvel at. Average need not apply anymore. as we share in Why The New SEO Looks Like the Old SEO: Brands: http://www.curagami.com/new-old-seo-brands/?v=7516fd43adaa
Social Media It's The Conversation, Stupid is about the new rules of branding created by a social / mobile / connected world.
There is a new ecommerce creating new "best practices" such as: easy free shipping, new him, her, kids merchandising, social shopping & UGC conversations.
Red Bull's Branding Lessons taught us we are all media companies now. Curagami scores help content marketers understand how to attack a monster.
We Are All Media Companies Now
Working on how to create community with our new tool (http://www.crowdfunde.com) has me realizing sometimes you write things that don't SUCK and whose meaning becomes more clear as we move forward in time.
Red Bull's Branding Lessons: We Are All Media Companies Now is reading that way. Evergreen content? Not quite yet. We need to think and write some more, but glad to see shares continue to increase as that means we've touch a nerve.
Social shares increasing over time also means as new people come in they find the piece valuable and that is an indication the content's sell by date is still off in the future. I'm thinking on a Red Bull II. If you have suggestions for similar GET IT social or content marketing companies please share in comments or email to martin(at)crowdfunde.com.
Much appreciated and glad to provide attributions and links back once Red Bull Redux is written. Red Bull On. Marty
Almost two-thirds (63 per cent) of brands now have a dedicated content marketing budget, research from Bite has found, with 43 per cent of those surveyed saying content marketing was a board priority for their company
BANG Branding Changed Figuring out why branding changed is moot. Understanding HOW branding has changed is important. Brands used to create aspirations for customers as this 1958 Tide commercial demonstrates: Flash forward to this video from Red Bull TV: What happened? A: The web, Smart Phones, We Changed, Branding Changed. There isn’t ONE thing moving …
"One thing that many business owners and newcomers to social media have a difficult time grasping is the importance of a powerful story behind your brand. This isn’t just flouncy language and big words; it’s finding a legitimate, interesting and engaging way to put a personal spin on your brand’s conception, creation and journey to what your customers know it as today. Bringing your brand to the masses through a relatable and well-written story is one of the quickest avenues to capturing customer and fan loyalty."
Read the full article to find out more about these tips to provide a relatable and personalized story for your customers: - Understand the art of fiction writing
- Know your story
- Create characters
- Create tension
- Give your customers the room to interpret
Via Kim Zinke (aka Gimli Goose), massimo facchinetti
Why Engagement Is All The RAGE
Ever wonder why the tide turns? Two years ago we lucky few Internet marketers wanted HUGE numbers. We needed to pass millions by our webpages to convert 6% or less.
Times Are Changing
We don't understand the full impact or reach of Google's Panda and Penguin algorithm changes. Google isn't a leading indicator either. Google wants a better more relevant web because relevance lowers their cost and increases customer satisfaction.
Customers (US) were at a tipping point before Google open their Zoo. We want MORE because more has been given. MORE and FASTER is the irony of modern marketing. Once an expectation is set that same expectation must be beat fast and in ever more significant loops or habituation sets in.
Habituation is only moments from being disgruntled and disgruntled customers do many things BUY and ENGAGE are never two of them. Google's Panda and Penguin algorithm shifts mirror the new game.
Hearts & Minds = The New Game
In a time of abundance where versions of every commodity can easily come from a number of excellent sources, consumers change their ASK. We move from simple wish fulfillment to complex aspiration satisfaction. We want our EXPERIENCE of a brand to help achieve our dreams.
Yeah but we all have to go to the grocery store to get food you may be thinking. Yes, but your smart phone is with you, laptop in the car and you were online moments before. Soon you will be online all the time (Google glass).
Once we are online all the time every brand, business or service must win the digital communication battle to win our hearts and minds. Every product and service will need to harness the power of NEW, communicate and share. First grocery story to realize shopping for groceries is an experience capable of being integrated into our digital lives WINS BIG.
First brand to realize the EXPERIENCE can last for hours, as the examples in this excellent Robin Good post do, will win BIGGER.
Via Robin Good
Clean Slate Brands Are Social, Mobile, Hostile
Clean Slate Brands create instant trust, trade on instant global communication and connection and they play with the new tools some of the old bands hardly know exist. Is it better to be a "clean slate" brand? Everything is in the execution, but it's better to ROCK the world no matter what if you are clean slate or putting a new face on "old and rusty".
Clean Slate Brands are built for connection. They use social to amplify their message moving to incorporate an army of brand advocates as soon as possible with cool takes on old traditions, a hawk's eye on the feedback loops and a broken field runner's ability to change and change again.
Branding is different and FASTER in our social connection economy, so whether you are "clean slate:" or "old and dirty" there are tips and tricks here to steal from the next generation of Coke and Pepsi.
With an increasing year after year Brand Value of $25,9 Billion, Louis Vuitton is the luxury brand with the highest Value according to Millward Brown rankings (http://millwardbrown.com/BrandZ/Top_1... (Clear, consistent, coherent: Power of a brand.
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Plum Branding Secrets
After starting 4 companies and marketing some of the world's biggest brands (M&M's, Nutrasweet) I have hard won logo and branding best practices shared in this Curagami post:
http://www.curagami.com/plum-branding-secrets/
Here is the list of branding and logo development secrets" shared:
- Keep It Simple Stupid
- Tell a story
- Co-opt universal symbols or images to help tell your story fast
- Clean and FLAT work better in a mobile world
- Colors communicate too, so choose wisely
http://www.curagami.com/plum-branding-secrets/
Brands are under attack by 5 Ninja: clean slate, social media, death of old media, mobile & User Generated Content. How defeat attacking Ninja horde?
Brands are under attack by 5 Ninja:
* Death of Traditional Media.
* Mobile Me.
* Clean Slate Brands.
* Social Media is a Conversation.
* User Generated Content. and the rise of online communities.
What are the most powerful ninja attacking your marketing? How will you defeat attacking Ninja horde?
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Suggested by
Suzen Pettit
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The offer, sent out on Twitter which owns Vine, was an invitation to become part of a marketing video, and a movement, by sending in Vines instructed the users to submit scripted shots from all over the world in the form of Vines, via Twitter.
Red Bull's Branding Lessons
* Follow Your Customers Not The Other Way Around.
* We are all media companies now.
* Curation trumps creation.
* Some creation is needed to have authority.
* Brand and Publish, Publish and Brand.
* COPE - Create Once Publish Everywhere.
We count down the 20 brands that have made the most impact on the world, and speak to leading design and branding experts to find out why they work so well.
Via k3hamilton
Optimize This explains that BRANDS are the new SEO and how, in a time when change is everything, creating, testing and surfing beats "optimization".
Speaking at Raleigh Jaycees tonight on why BRANDS are the new SEO and it is better to SURF and CREATE them than think in the old terms and ways such as "optimize" or "SEO".
There is a well-known statement that brand isn't just a logo or a product. As well as brand identity isn't just a stationary set. It is much more.
Marty - Love looking into a brand's "galaxy". Faith Popcorn famously said we don't BUY brands we JOIN them. That statement seems increasingly true in this connected social time.
Are Demands The New Rule of a New Marketing?
If experience is the new branding then DEMANDS may be the new marketing. The idea of creating friction in order to demand customers "do the right thing" seems a radical notion.
A radical notion until you think about how much the SAME everything is, how bland, how NOTHIING. Any purchase is a collaboration, a special dance. As David Edelman describe so well in HBR (http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey ) our new buy cycle is different.
Social media is changing demands made OF brands and now, as @TrendWatching outlines so well in this new report, cutting edge creators (manufacturers, brands companies) are creating exclusive clubs where all need not apply but where demands are the new rule of a new marketing.
Social media changes buyers as they feel more informed, included and "let in". As the wall between THEM (customers) and US (marketers) breaks down we will search for collaboration and experience. Demand create deep collaborations fast since we (consumers) are only willing to fulfill demands we care deeply about. The bond a "demanding brand" can create run deep fast. Advocacy FOR demanding brands could last a lifetime.
My favorite "demanding brands" include:
ChrityWater.org
Keva.org
Toms.com
From TrendWatching's examples my favorites are:
Organ Donation in South Africa
Blood donation in Victoria
Buy One Get Half (David Amerland)
@DavidAmerland has wrote about this trend in his What If We Had A New Value System for Goods and Services highly influential post:
http://bit.ly/17qUzdu
Part of David's "new value system" is a fully informed consumer willing to help reallocate, transform and change by how they spend time, money and social capital.
Betabrand sells clothing with a quirky, California feel. The company has managed to turn a relatively small product line into an internet sensation by offering strangely appealing oddities (e.g., Disco Pants) and by encouraging customers to become brand storytellers by sharing photos and videos of their lives.
Via Brian Yanish - MarketingHits.com
How aligned is yoru brand to its "ideals"? When former P&G Marketing Director Jim Stengel wrote Grow: How Ideals Power Growth and Profits at the World's Greatest comanies he may have created the most important branding checkliss.
Stengel defined 5 Brand Ideals:
- Eliciting Joy: Activating experiences of happiness, wonder, and limitless possibility.
- Enabling Connection: Enhancing the ability of people to connect with each other and the world in meaningful ways.
- Inspiring Exploration: Helping people explore new horizons and new experiences.
- Evoking Pride: Giving people increased confidence, strength, security, and vitality.
- Impacting Society: Affecting society broadly, including by challenging the status quo and redefining categories.
How do your band ideals map? What is your bran's main benefit?
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![Why Brands MUST Blog! [Infographic] | Must Market | Scoop.it](https://img.scoop.it/nsiwyc6_Zmrwzo_yfIsRnTl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
