Reading Time: 3 minutesWhat have you got to say for yourself? How and when should a brand take a stand? And if you do, should you go hard or go soft? Talking is a critical part of brand behaviour.
Tag: customer engagement
Can brands change the world through participation?
Reading Time: 5 minutesThere’s crises and dangers everywhere we look. From ISIS to mass shootings, pandemics to weather events, Greek debt to commodity slumps, the actions and repercussions stream onto media in a seemingly endless scroll. In that sense the world we live in has changed little from when I was a child.
How does a brand outgrow its defining characteristic?
Reading Time: 4 minutesTwitter was built on 140 characters. Even though the limitation was serendipitous, it remains a defining characteristic of the brand in the minds of many. Concise thinking, hash-tagged to provide simple, global connection – there’s the Twitter value equation in a little under half the consigned quota. But the question Carl Miller asks is a […]
Linking brand, reputation and products
Reading Time: 4 minutesMarketers talk a lot about the increasing personalisation that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest […]
Inverting the brand story
Reading Time: 3 minutesThe case for brands to engage in storytelling is well made and well documented. Stories are so much more effective than facts, they engage us and in so doing, they motivate brands and buyers alike to get involved and to act.
If the answer isn’t brand, then what is it?
Reading Time: 4 minutesSome searching questions recently from executives who seem to pride themselves on being brand sceptics prompted me to review the parameters of what brands can do, what they can’t and why I still believe that branding is a vital business activity.
How to respond to social media feedback
Reading Time: 3 minutesIn an age where brands are increasingly seen as shared, companies can easily be lulled into treating social media as polling booths for their strategy. That’s not a good idea. However, there are times when you should respond to what is being said. The secret is knowing what to respond to, when and how.
Brand progression: Staying true and moving on
Reading Time: 4 minutesWe could argue at length about the influence that social media actually has on people’s thinking day to day, but there is mounting evidence to suggest that the conversations people are having over longer timeframes are reframing their attitudes to sectors at a macro level.
Digital advertising needs to be more interesting
Reading Time: 3 minutesMarketers love what they do and with good reason. It’s exciting, stimulating and inspiring to work on a great brand. But the rise of ad-blockers proves something no-one wants to admit. Brands are failing to maintain interest. Consumers want out of digital advertising. Literally.
Your customers shouldn’t have to report to your processes
Reading Time: 11 minutesWe shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe […]
Do you really want to be a famous brand?
Reading Time: 4 minutesIn a world where popularity is the ‘it’ metric for so many marketers, have you really thought through how your brand would cope if all your wishes came true? If your brand strategy is based on building your popularity, here’s some things you might like to consider as you rush to be noticed.
Shifting your brand to the inner circle
Reading Time: 3 minutesAn observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.