Yes, we all know how hard it is to build a brand in today’s economy. All of the tried and true marketing wisdom seems to be in question for new whiz kid technology brands as well as the blue chip brands. But here are three easy steps to having your brand remain strong and even accelerate, in these challenging times: have a point of difference, be consistent, and "measure, adjust, measure, adjust.."
Picture a brand, very simply, as an ongoing conversation with a consumer, business decision maker or any audience you target. From your brand’s first introduction, through ongoing discussions, encounters and experiences, you build a relationship with each person. That relationship is fragile and can be breached at any point. It takes focus, investment and consistent messaging to ‘brand’ – defined as winning the minds and, most importantly, the hearts, of your users.
For those of us in marketing who watch Mad Men, we see a simpler, yet antiquated, ad industry business model. Paid media drives all of the billings and revenue, Public Relations and Market Research are burgeoning, yet-to-be-trusted disciplines, and the internet is a nickname for Betty Draper’s hair curlers covering.
While it is the epitome of the convergence of the advertising and entertainment worlds, one has to wonder if IBM’s brilliant Watson initiative has discredited the Jeopardy brand. Last night after seven minutes of background, new game guidelines and several promotional cutaways, I wondered if the Jeopardy franchise hadn’t jeopardized its own established brand by selling or giving its co-branding rights to IBM. As a marketer, I give kudos to IBM but as a Jeopardy viewer, I felt ripped off. It was like I was watching an innovative infomercial. (Should it have been marked “Paid-Programming” to warn the viewers?)