A truly transformational part of digital marketing is that brands can now become Media, attracting their own audiences.Researchers need new metrics to guide brand as media success.
Nov
17
Harnessing the new marketing ATOM
In: advertising, big data, content marketing, market research, marketing, media, programmatic advertising
2 Comments
Dec
7
in this age of consumer empowerment the loyalty equation has flipped. Marketers need to stop obsessing about how much loyalty customers are showing to their brands and start focusing on how their brands can show loyalty to their customers.
Sep
9
Supermarket shopping in the real world
In: branding, retail, shopper insights, shopper marketing
3 Comments
Marketers are in a world where the great majority of brand-consumer relationships are based on non-exclusive brand beliefs which explains why many brand purchase decisions are made at retail. Marketers need to dial up the exclusivity of what their brand means or will remain challenged to support their price differential vs. store brands.
May
20
Cracking the code; creating great brands
In: branding
Comments Off on Cracking the code; creating great brands
My interview with Pat Hanlon, author of Primal Branding on the role of stories at creating great brands. Joel Rubinson: You have said that a great brand needs a great creation story. What do you mean by that and why is it so important? Patrick Hanlon: Actually, what I have said is that great brands […]
Mar
14
Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]