Positive and negative PR campaigns can affect brand equity and identity - learn how to apply positive PR across touchpoints in the RACE customer lifecycle
It's a general marketing myth that without PR (positive or negative) consumers won't know who you are and how you can help - wrong. Although effective PR can be the make or break for smaller companies who want to get their name, vision and message out to the public, larger brands have build a brand identity that keeps them noticed regardless of ill-thought out publicity stunts and, sometimes, even the products they offer.
Brand equity refers to the customer's perception of a brand name or company rather than the multitude of products or services they provide. Brands that successfully create a strong online and offline brand equity includes: Apple, Google, Microsoft, Amazon, Netflix etc. You can instantly identify them, even if you don't know everything they offer.
The building blocks of an effective brand strategy
Since the turn of the millennium, more than 50 percent of Fortune 500 companies have suffered or failed due to digital disruption. With so many social media sites competing at nearly every turn, building a successful brand through digital marketing can be quite a challenge. Add ever-evolving platforms, like artificial intelligence, to the mix, and the challenge becomes exponentially more complicated.
Technology and platforms that cater to users around the clock create a need for new business models that enable marketing to adapt appropriately. For example, apps like Instagram and Snapchat are highly reactive, meaning the old practices of curating and scheduling social media posts aren’t always viable.
In many ways, successful marketing means successful storytelling. The goal is to expand the story to reach customers where they are. Therefore, the art of telling it will need to evolve if your brand is to withstand the test…
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.
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.…
Trump defied every expert and still won. The implications for brands are huge.
Yesterday, I prepared a piece about the anticipated Clinton win as President of America.
What a difference nine hours makes…
Despite all the sophisticated big data … the huge political advertising budgets from the Clinton camp… the faceless pollsters who number-crunched rather than listened to the unspoken authentic voice of the people… in the end Trump won.
…So why, from a branding perspective did a reported sexist, racist and narcissistic defy all predictions?
Perhaps the regular American saw what a mess the world has become – despite all the propaganda suggesting the contrary. Looking for example to the UK, they got the impression that its identity had been decimated by an open-door policy leading to the country’s spiritual, commercial, social and political foundations becoming at best ‘in transition’ and at worst, tatters.
They saw Europe down, despondent and divided.
They looked at how former hard-working…
Key lessons for brands emerge from the most anticipated ad of the holiday season
On initial viewing the John Lewis’ £7m Xmas 2016 commercial tells a quaint story of a girl whose trampoline becomes popular with the local wildlife community.
Set against a backing track of Randy Crawford’s ‘One Day I’ll Fly Away’. The commercial features a Boxer dog in a typical Middle-England home. The dog enviously stares out of a living room window as it watches two wild foxes, a badger, a squirrel and a hedgehog liberally jumping on a trampoline built by the household’s father for his daughter.
Come Christmas morning Buster (the Boxer dog) pushes aside a surprised Bridget (the daughter) to merrily jump on trampoline all for itself.
Given a tumultuous political year, John Lewis’s customer director Craig Inglis said:
“You could say 2016 has certainly been quite a year. We…
Logo redesigns are hard to get right and easy to get wrong
Redesigning a logo is no easy task and even some of the most famous of brands have got it wrong in the past. It requires creativity, planning and careful execution to get it right. Google redesigned its logo recently, and though opinions vary, it is widely considered to have done an excellent job, but that is no mean feat because of the range of platforms covered and the detailed design considerations as discussed in this fascinating post from the Google design team on evolving the Google brand identity.
This infographic by Clear Designs outlines exactly what you need to know about logo redesigns. From advice on things to consider before redesigning your logo to the do’s and don’ts of logo redesigns. In addition, it looks at how some of the big companies and organisations have failed with their…
Best practices and examples of building a brand in 2014
For many new businesses and startups, failure is not an option to be considered. Unfortunately, failure is exactly what the majority of new companies face the first time they introduce their brand on the internet. Far too often, e-commerce endeavours fail and the sad part is that most of the time, the owner has no idea what may have happened.
If this sounds like something you have been through, it may be time to take a good, long look at your branding strategy.
Why many branding strategies fail?
Many people do not realize exactly what a brand is or what it means to have one. They have a vague idea… yet never take the time to understand fully the concept or even realize that there is more to it than a recognizable logo. They find an appealing image, slap a catchy phrase onto it,…