This week, Brandon Koch and Courtney sit down to talk about marketing and branding. Often confused as interchangeable terms, we discuss what each term means, why theyâ€™re both important to your business, and some examples of companies with stellar branding strategies and marketing initiatives.
As we watched the surplus of brands, small businesses, media outlets, prominent individuals and coworkers roll out their April Foolsâ€™ Day pranks and jokes this Tuesday, we saw the convincing, the creative and the annoying, as well as the pranks we wished would come to actuality (smart gloves or LinkedIn for Cats, anyone?).
Though brands were wise not to turn a deaf ear to Tuesdayâ€™s April Fools’ Day tomfoolery. Both brands and their audience saw a great benefit from the fun and humor.
Storytelling and branding is a match made in heaven, like peanut butter and jelly, mac and cheese, and chicken wings and beer. They just go together, simply and magically. Itâ€™s the overall story of the brand. Itâ€™s the reason to choose one brand over another. Itâ€™s what produces a brand advocate. Often, this storytelling is exactly that: a story the brand paints for their audience through words and visuals.
Although Target is not the only department store to reach a vast audience, they have effectively branded themselves by creating, implementing and executing their marketing strategy, traditionally and digitally. Tackling and executing traditional and digital marketing is not always easy, and at one time, traditional channels of marketing including print, radio, billboard and television advertisements were enough. However, the time of purely traditional marketing is over.
I must admit, I havenâ€™t always been the most avid online video watcher. Itâ€™s not that I donâ€™t enjoy them; Iâ€™ve just always been more of a reader or one to scroll through pictures. This isnâ€™t to say I never watch videos or share them; I just only share the really funny ones, or videos that make a lasting impression.
This got me thinking; what do the most shared videos have in common and what elements of these videos resonate with the most people?
For years, brands, celebrities and athletes have joined forces to make an impact on consumers, at times, these alliances have confused the audience, especially when the audience consists of the easily influenced, specifically children.
In an age where obesity and lack of physical activity is threatening the health and lives of our youth, brands continue to utilize personalities who resonate with and influence children, regardless of the product. Two huge brands that stand out to me are the National Football League (NFL) and the National Basketball Association (NBA), and their athletes.
One goal of every marketer, regardless of the industry, is to create brand awareness. Miley Cyrus is a brand, and these days you canâ€™t go on any social network or entertainment news site without seeing the mention of Miley. She is in the minds of her target audience, and has been there prominently since her VMA performance with Robin Thicke. While it seems she is getting a great deal of negative press, there are still many who believe in Miley and what sheâ€™s doing.
A brandâ€™s logo is one way consumers identify a specific brand among the many logos aimed at them each day (look around you, how many brands can you find). To ensure they are making an impact in your decision-making, brands continually try to place themselves at the forefront of your mind.
Whether they are on a tangible product or simply an image on your screen, logos have the ability to make an impact with consumers. From the decision to choose one product over another, to debating the attractiveness and effectiveness of an updated logo, redesigns get us talking. Brands on the Internet are no exception. Google, Yahoo and Bing have all recently introduced new and updated versions of their logos, hence stirring the debate of their appeal and success.
The possessive apostrophe has long been missing from a number of big name brands. But what reasons could they possibly have for leaving it out? It’s high time to investigate this strange aversion to grammar.