A Quote by Simon Mainwaring
For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.
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Not every brand needs to be on every social platform. Brands should have a very strategic objective, whether it's marketing or commercial. The biggest mistake a brand can make is to be on a social platform without a plan or the resources to manage it.
If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.
The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.
What makes the BJP or its government of Modi a brand for the elections - it is some content that makes the brand. Hollowness cannot create a brand, chest-thumping can't create a brand. Ultimately, the quality of the product creates a brand.
You have to create a consistent brand experience however and wherever a customer touches your brand, online or offline. The lines are forever blurred.
Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.
Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
It was a privilege to work with Ballantyne, an iconic brand possessing such a rich British heritage. Ballantyne has a great appreciation of style and craftsmanship which truly complements the Matthew Williamson brand.
A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.
Like Free People, the Urban brand is planning to grow by expanding product assortments, expanding the brand reach and by improved marketing.
The art of marketing is the art of brand building. If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
There are two brands of discontent: the brand that merely fosters greed and snarling and back-biting, and the brand that inspires greater and greater effort to reach the desired goal. Which is your brand?
I found marketing to be highly descriptive and prescriptive, without much of a foundation in deep research. I brought in economics, organization theory, mathematics, and social psychology in my first edition of Marketing Management in 1967. Today Marketing Management is in its 15th edition and remains the world's leading textbook on marketing in MBA programs. Subsequently, I wrote two more textbooks, Principles of Marketing and Marketing: an Introduction.
You don't need a corporation or a marketing company to brand you now: you can do it yourself. You can establish who you are with a social media following.
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