How to Move From Social Marketing to Brand Marketing

I learned a ton about how the world’s oldest and largest consumer goods companies approach brand building, and the rigor that goes into defining a target audience, sharpening a consumer insight, developing a clear and succinct brand strategy, and then using that strategy to guide all communications.

Brand has meaning in people’s minds that exists beyond functionality.

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.”

The greatest brands were developed by playing at the far end of the spectrum and not trying to be everything to everyone. Playing to the middle makes you weak. You’ll never be an industry leader if you give up your edge to appeal to a broader audience. As you manage your brand and contemplate your own evolution, hold on to what makes you distinctiv

I think this is when, for me, branding became about recognition and attachment. Now, I think that brands are a reflection of one’s personal compass.