Chart of the Week: 64% of consumers are now belief-driven buyers who want brands to deliver on societal issues, as well as products

We all know that trusting a brand increases the chances of a customer buying from it. Building trust turns customers into advocates, providing priceless word-of-mouth marketing. On top of this, brand trust means customers keep coming back, which is hugely beneficial considering the fact that customer retention is cheaper than acquisition. But exactly what does brand trust mean to customers and how can it impact their decision making? Today, brand trust is everything to customers, meaning that once you’ve lost it, you’ve likely lost them. [si_guide_block id="50995" title="Download our Business Resource – Brand storytelling guide" description="This guide helps you explore the fundamentals of developing powerful authentic brand stories."/] In fact, according to Edelman’s latest research, businesses are trusted even more than governments, showing…

Co-branding offers a huge range of benefits but partnerships shouldn’t be formed overnight with half-baked ideas

If someone said Nike, Sony and Doritos went into a bar and fell for their respective branding partners Apple, Ericsson and Taco Bell overnight, they couldn’t be more wrong. Co-branding partnerships, in reality, are anything but casual. In a competitive market of homogenous products and services, brands are constantly vying for the spotlight, but it’s tough. Often brands lose out to new and innovative competitors, decreased brand equity, or simply disappear into obscurity. That’s why co-branding is such a coveted strategy, even for famous brands, as it can allow a company to maintain a strong brand identity, sustain customer loyalty and stay relevant.

Co-branding defined

Having said that, co-branding partnerships shouldn’t be formed overnight with half-baked ideas. To understand what co-branding really is, let’s first start with…

If you want to secure the top talent in 2019, you need to position your company as an employer of choice

As a marketing professional, you’ll be well adept at maximizing your brand in order to attract new customers. But have you considered how brand marketing can increase your candidate attraction efforts too? After all, it’s becoming increasingly difficult for organizations to entice candidates out of their current roles, with the ONS reporting that UK employment hit another record high at the end of last year. As such, if you want to secure the top talent in 2019, you need to position your company as an employer of choice. With this in mind, below we explain how brand marketing can increase your candidate attraction efforts and what you need to do to get in front of potential employees.

What does your brand say about you?

Before you get started, ask yourself, what does your…

Following the Gillette and Nike controversies, is it possible to showcase your brand's attitudes to societal and political issues without backlash?

Consumer mindset has evolved and we are now more conscious of the things that we are buying and the brands we are buying from than ever before. With more than half of Britons thinking that brands have a responsibility to society, they can no longer simply rely on having a well-performing or cheap product offering to entice customers. Brands increasingly need to showcase their attitudes towards society in their marketing strategy, but is it easy to do without causing controversy and disrupting the status quo of your audience’s buying habits? [si_guide_block id="50995" title="Download our Business Resource – Brand storytelling guide" description="This guide helps you explore the fundamentals of developing powerful authentic brand stories. Narratives demonstrate product or service applications, strengthen loyalty, and establish your brand as a trusted…

Examples showing why the 'Thank you Mom' campaigns are so effective

Procter & Gamble Co.’s “Thank You, Mom" campaign is the first of our new series of pieces celebrating the most influential campaigns, both past and present. In this case, we are looking back to 2010 when the start of heartstring plucking ads came out ahead of the Winter Olympics. [si_guide_block id="74955" title="Download FREE Resource – Agency digital marketing services – the top 10 mistakes to avoid" description="The 10 most common mistakes made by marketing agency owners when offering new digital services."/]

The history

Toward the end of Chairman-CEO A.G. Lafley’s first term in 2009, P&G learned that it had the chance to sign a sweeping sponsorship deal with the U.S. Olympic Committee for the 2010 Winter Games. Rival Johnson & Johnson had locked up much of the sponsorship opportunities in prior years. But P&G had to act fast,…

With over 100 soft-drink variations catering for every type of regional taste, for 132 years, Coca-Cola has remained the world’s benchmark leading soft-drinks brand

Now that ‘soft’ image is about to toughen up with the brand venturing into ‘hard’-alcohol beverages. The brand is set to launch a boozy version of its beverage in the shape of a Japanese alcopop. The new drink will join the “Chu-Hi” range of canned sparkling flavoured drinks that are especially popular in the region. Sold in most local supermarkets and widely available from vending machines, “Chu-Hi’ is an amalgamation of the words “highball” (a mixed drink) and “Shochu,” (a spirit distilled from rice barley, sweet potatoes and other ingredients).  Chu-Hi alcoholic content ranges between 3-9% proof (which saves producers from paying the higher taxation given to stronger drinks).

[si_guide_block id="57881" title="Download our Business Resource – Digital Branding Guide " description="7 Steps to a Digital Communications Strategy for FMCG…

Make the brand the central organising principle for everyone and everything in a company rather than just the products, services, logos and imagery.

Brands are assets that create sustainable wealth, both for businesses and wider society. Every successful brand has a clear positioning expressed through its name, logo, identity, in fact all aspects including its products, services and staff behaviours. The value of brands to large, international organisations is well understood. But, even for smaller businesses, branding is critical and similar concepts can be applied to define brand identity. Ultimately, consumers and businesses are often making the choice between one brand and another. This makes improving brand identity is relevant to all businesses. Brand positioning and identity are integral components of the overall brand strategy. Increasingly, brands require a distinctive customer experience delivered through the behaviours of its staff, consistently at all customer touchpoints. Some brands have a clear purpose that is a higher…

How you can develop a brand which lets you stand out from the competition

A business can have the best product or service in the world and offer it at the best price and still fail. Why is that? Because they fail to differentiate themselves from the competition and show a clear and compelling reason why potential clients should do business with them. The key is creating a solid differentiation strategy that will set you apart in the marketplace and show prospects why it’d be foolish to go anywhere else. Business differentiation is the process of making your firm stand out in a crowded field of me-too competitors and a differentiation strategy is the guidebook for how to do it. As a digital marketer, you can do this efficiently and cost-effectively using a variety of digital tools. This blog post will show you how. Developing and implementing a differentiation strategy is a five-step process…

Updating approaches to branding for the digital world

Brand is No.1

I want to start with a bold statement.  The Brand is the single most important element to a business or organisation. If you think about what branding actually is; a position that has been carefully established, and a set of customer promises and overall experiences based on communication and service, then not delivering on these promises and what a brand stands for will lead to failure. A brand will experience reduced competitiveness, inaccessible products and services, customer confusion and dissatisfaction. As a brand shows its form in all customer touch points, then to say it is everything is really not an overstatement.

Digital centric

In this article, I aim to break down the major elements that make up a typical brand proposition and describe in context to each, how online considerations and experiences need to be central to how the brand delivers its promises.…

Utilize these important trends this year if you have a niche product 

Niche businesses usually cater to a relatively small and well-defined market by tapping an unmet demand. For example, Lefty’s store is a good example of niche business as it sells products for left handed people. Other examples of niche businesses include GetOutfitted, YearBook Innovation, and boutique consulting firms which provide consulting services to specific industries. Google, Facebook, Twitter, and LinkedIn are all examples of niche technology businesses which went on to become mass business later. Niche businesses need to do focused marketing to become profitable as they serve a small segment of the market. Traditionally, niche marketers have used demand based marketing methods such as Pay-per-click advertising and focused industry events for promoting their products or services. However, advancement…

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