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Game Of Tones: Finding Your Brand's Voice - Forbes

Game Of Tones: Finding Your Brand's Voice - Forbes | Branding Content | Scoop.it
Forbes
Game Of Tones: Finding Your Brand's Voice
Forbes
Your brand needs a voice. (Yes, your brand has a voice.) It's your brand's personality and the best way to identify with your audience and clients.

Via Carmen Broadhurst
Jamie Snow's insight:

This article looks at the need for brands to have a voice, this voice needs to be a genuine goal and content the company shares to be successful with particular attention to your target audience. This creates a link people relate more personally to rather then the industrial view of companies.

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Carmen Broadhurst's curator insight, August 6, 2014 12:25 AM

An organisations communications must be consistent in their personality and the way they project themselves to their target audience - this behaviour creates trust and loyalty. Brand authenticity is a necessity in order to succeed!

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The Explosive Growth Of Influencer Marketing And What It Means For You

The Explosive Growth Of Influencer Marketing And What It Means For You | Branding Content | Scoop.it

The voice of the customer has always been one of the most powerful concepts in marketing, and today’s social media platforms act as one giant megaphone for that voice.

 

In fact, social media has fundamentally changed the balance of power between customers and brands because it enables peer recommendations to play a much greater role in purchasing decisions. According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate. Given the importance of peer recommendations and their amplification through social media, influencer marketing has become a widely discussed topic among marketers. This is especially true given the prevalence of influencers in the growing “millennial” and “mom” demographics.

 

Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers. In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large of an impact.

Jamie Snow's insight:

This article discusses that influence media platforms have on marketing as a single voice. This is similar to integrated marketing communications as they support communication disciplines. Social media has enabled reachable and relevant information between peers. 

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Karen Kerski's curator insight, September 19, 2014 11:24 AM

Social media has changed the balance of marketing power as consumers have limitless sources of information. Impactful exposure for brands has become more difficult.

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The Best Brand Content of 2013 - Digiday

The Best Brand Content of 2013 - Digiday | Branding Content | Scoop.it

The “brands are publishers now” line has become so ubiquitous in digital media that it risks becoming a cliche. While it is often true that companies are increasingly creating their own content, not all that’s published is created equal.

 

Brands aren’t natural publishers. It’s hard to nail the voice, even harder to gin up compelling content in that voice. It can be labor-intensive and costly for companies to take a breathtaking photo, film a compelling video, write an informative article or curate a combination therein.

 

So here’s to the brands that took the time and money to create something of quality in 2013.

 

Jamie Snow's insight:

When you create your own content you have to appeal to those who are loyal followers as well as opening opportunities for new users. The voice has to show your content and reflect that in your communication. This consistency must follow on from the origins of the brand to appeal and keep interest with videos and podcasts of red bull a great example of this.

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Olivier Milo's curator insight, December 22, 2013 5:16 PM

Foursquare’s Time Machine remains my favorite in this selection. A beautiful dynamic Data Viz.

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In the World of Branded Content, Original Always Wins | Advertising Age

In the World of Branded Content, Original Always Wins | Advertising Age | Branding Content | Scoop.it

Quick! Name a corporate brand that does amazing content aggregation! Hmm ... wait. I can't think of any, either. Okay, let's try this: Name a brand that creates amazing original content. I can think of a dozen. Red Bull, Gilt Groupe, GE, BirchBox ... the list of memorable branded content campaigns surely goes on. As the deluge of content that gushes from our screens intensifies, the odds of a brand standing out get dimmer all the time. Couple that with the storm of brands now starting to do content -- whether for native advertising, as owned media or for social-media flow -- and the noise is only going to get worse....


Via Jeff Domansky
Jamie Snow's insight:

As clutter evades our screens, brands have become diluted. Whether you use traditional media such as the new yorker known for their trust and checking tbecoming authorities or low production using cleverness and voice gaining interest as others crave content. However they look at pushing themselves forward through payment and placement instead of creating the kind of content that will build a brand more effectively than forced advertising is the kind of content consumers will want to share with each other. Being original saves money and creates expression that those targeted will view and trust.

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Jeff Domansky's curator insight, April 2, 2013 8:23 PM

Original content will always win...

Payton Cox's curator insight, September 29, 2014 7:18 PM

As the fight for market share between brands increases so does the noise and clutter invading our lives. That is why it is important for brands to gain consumers attention. This article discusses the top of the spectrum in achieving this are media publications such as the New Zealand Herald who invest in high production-value content. However, I do not believe brands necessarily need to use this medium to get consumers attention, brands that have managed to achieve mind share are the ones who produce original content.

 

 

Mathew Weir's comment, October 1, 2014 8:06 PM
As the content of advertisement intensifies the odds of a brand standing out get dimmer all the time. This is why it is imperative for brands to gains consumers attention and brands like redbull are succeeded at this. This article states that the high end of the spectrum media like the New York times uses high-production-value content. Below that, individuals with powerful personal brands gain our respect, perhaps with a bit less weight than a large organization, and often by being published by those organizations.