What’s Trending: I’m With the Brand
July 27, 2018
What is a brand?
At one point, way back when, the word referred simply to a company’s name and logo. But over the decades branding has come to encompass a whole lot more.
In the 1950s, David Ogilvy described a brand as “the intangible sum of a product’s attributes,” which expanded the term’s scope but still doesn’t capture the full breadth of what branding entails today.
Personally, I like this modern definition via Seth Godin:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Your company’s brand identity now extends to every element of online and offline presence. It’s not just about your solution; it’s about company culture, employee advocates, overarching purpose/mission, societal impact, influencer relationships, and much more.
All of these aspects reflect back onto the organization, shaping perceptions around a business and what it represents. Therefore, marketing must take ownership (at least partially) of all these wide-ranging elements, in addition to raising general brand awareness.
Needless to say, marketers have their hands full these days! I’m not telling you anything you don’t already know. But you may learn a few things from the following slate of trending articles, which opens with new data around the increasing emphasis on connecting brand vision with business strategy.
What Marketers Were Reading and Sharing Most This Week:
“The next 12 to 18 months will be crucial for marketers to take hold of their strategic brand imperative,” writes Philip Black. He breaks down data around B2B marketing objectives and top CMO challenges to surface some illuminating insights and trends.
One surprising takeaway from the previous article is the relatively low prioritization of employer brands. Michael Brenner argues that marketers should be leading the charge to get employees more engaged and activated, calling out several benefits including superior recruitment, greater brand authenticity, and genuine advocacy.
Does influencer marketing work in the B2B space? In this piece, Lee Odden offers up several examples to suggest that it does indeed -- if approached in the right way. That means taking a holistic view and focusing on relationships.
On a related note, Jamie Shanks encourages marketers to tap into spheres of influence within existing accounts as a way to support the sales team.
One topic mentioned by Shanks in his piece was the rising importance of video as a sales and marketing tool. To that end, Jacob Baadsgaard has some helpful tips for setting your video strategy in motion. It starts with asking three questions:
What am I trying to achieve?
How do I grab my audience’s attention?
How will I make my video?
We’re pleased to see that, according to new research from Vidyard, 36% of businesses are now using intermediate or advanced video analytics, compared to only 13% that aren’t using any. Krystle Vermes writes about this ongoing shift and what the engagement stats are telling us.
It’s hard to argue with this list from Chris O'Keeffe, who points to augmented reality, podcasts, and live-streaming as a few content tactics that are gaining steam.
The top item on O’Keeffe’s list of content marketing trends was voice search, which is something every marketer ought to be keeping in mind. These tips from Robert Katai will help your company position itself for a new era of search habits.
Many enlightening nuggets were revealed through this extremely in-depth analysis. Tanya Vasileva of SEMrush delves in here.
Follow this blueprint from from Lee Wilson to make sure you’re getting the most out of your content assets.
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