How to Move From Social Marketing to Brand Marketing
My opinion begins with a simple question: what is brand? To me, brand is a representation of you, your values, and what you think is important. Take that idea and sit on it, then ask yourself what Porsche stands for? What about Apple? Liquid Death? These companies are masters of brand, and they’re companies that inspire my thinking around it, parti... See more
David Cramer • What is Brand?
business becomes a brand when it transcends its category of origin. It takes an existing core equity, or a particular philosophy, and it infuses that idea into everything it does, furthering its reputation or world view one product, service or line extension at a time.”
Meera Kothand • Uncover Your Difference
That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more
Dan Frommer • The Scott Sternberg guide to building emotional brands
I’ll leave you with one final thought, highlighting the importance of teamwork between marketing and product to enable product and brand innovation: “Today, brands are not the preserve of a marketing department. Brands are too important to be left to the marketing department — or any other ‘department,’ come to that. Organizational ghettoes do not ... See more