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?
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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.
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Sustainable marketing is a great way to promote eco-friendly aspects of your company, as long as you get it right
It’s natural for a business to use all of its genetic makeup to promote itself and stand out in its market. For example, SMEs frequently use grassroots beginnings or a local focus to give them a unique tone of voice, while larger companies pride themselves on winning industry awards.
Another tactic that companies can adopt is sustainable marketing, which works as both a product and a brand marketing strategy. ‘Responsibility’ is becoming a common brand value and several companies have announced environmental and social initiatives that put the onus back onto the customer, challenging them to choose between the cheaper option and the (morally) ‘better’ option. However, it is essential to plan and execute sustainable marketing carefully or your brand can leave itself open to heavy scrutiny.
What is sustainable marketing?
Sustainable marketing is…
Your tone of voice needs to reflect your brand if you want to be successful online, which means you need to align how you speak on social media with other communications.
In order to be successful online, your style and tone of voice need to reflect your brand. Having an online voice that jars with your current image will put customers off and confuse them about who are and what you offer.
When developing your social media activity, it’s important to ensure that all of your communication is aligned with your existing brand and consistently demonstrates your values.
Identifying your values
If you don’t already have a clear set of brand values this is a good place to start as it will give you a basis from which to design everything else.
I use the grid below when I’m establishing values with a brand and we go through and circle every value we think reflects…
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.
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In fact, according to Edelman’s latest research, businesses are trusted even more than governments, showing…
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…
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.
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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).
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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…