by admin | Apr 9, 2014 | Brand identity
Today’s digital ecosystem has clearly evolved the manner in which brands interact with their customers; communication between these two parties was once typically top-down, less of a conversation and more of a one-way dialogue. While this was acceptable in an analogue age, brands have had no option but to accept that in making the ‘digital switch’ their customers now expect a ‘flat hierarchy’; one in which they are able to interact directly with an organisation and help influence and shape the brand story. Find out more about how brand bravery can affect your digital brand identity...
by admin | Apr 9, 2014 | Brand identity
In a previous article I provided information about your role as a leader and how to build employee engagement in support of brand-building. That article emphasized the importance of helping your employees build their personal brand and the company brand. In this post, I share with you nine ways leaders can connect their team to the corporate brand. This is the key to employee engagement, team building, and achieving corporate branding objectives. These nine recommendations apply to existing team members as well as the process of bringing new people on...
by admin | Mar 31, 2014 | Brand identity
What does a winning brand vision look like? As I noted in a recent post, the brand vision should reflect and support the business strategy, differentiate from competitors, resonate with customers, energize and inspire employees and partners, adapt to different markets and precipitate a gush of ideas for marketing programs. Creating a brand vision that meets these requirements is a great start to success. However, the brand vision implies a promise to customers and a commitment by the organization. It cannot be an exercise in wishful thinking but, rather, needs to have substance behind it. Read more about whether your brand vision is realistic or not...
by admin | Mar 28, 2014 | Brand identity
Facebook as a company is notoriously difficult to read. But news websites that run Facebook fan pages, much like ours, have been noticing an intriguing trend over the past two weeks: Our Facebook page is being liked by far more people than ever before. The numbers don’t lie. The rate at which people are discovering the Canada.com Facebook page has risen by more than ten times. Our numbers are sky-rocketing. Where the numbers of people discovering and becoming a part of our Facebook community were growing predictably, we couldn’t have foreseen such a stark surge so suddenly. And we’re not alone. Find out more about Facebook brand pages...
by admin | Mar 25, 2014 | Brand identity
No question about it, brand loyalty is down since the recession. To fight that trend, marketers have been taking the traditional route of using short-term tactics. They’ve lowered prices, instituted or expanded rewards programs, and spent more on advertising. However, those are expensive, and when everyone is using the same tactics, their effectiveness is minimized. Something different is needed: a contextual marketing strategy to build brand loyalty. A contextual marketing strategy harnesses industry and market drivers, as well as external forces of influence (“influencers”). The drivers determine market direction and what it takes to stay competitive; influencers shape the voice of the market. Read more about achieving true brand loyalty and the value of a contextual marketing strategy...
by admin | Jan 30, 2014 | Brand identity
In today’s digital world, consumers can complete transactions in nearly any setting: in a store, restaurant, on the go, and relatively in the middle of nowhere. Thanks to technology, making and accepting payments has never been easier to access, which is the defining principle behind the launch of Visa’s new brand identity. As it prepares to venture to Sochi next month as a major partner of the Winter Olympic Games, Visa has embraced both the past and present in introducing its new tagline, “Everywhere You Want to Be.” The 55-year-old digital payments company also introduced a refreshed logo, all of which will debut in the US in Visa’s Sochi ad campaign. Find out more about this new Visa brand identity...
