Category Archives: Branding Lessons

5 Best Ways to Boost Brand Community’s Member Experience

Thomas Griffin — March 12, 2020 An active brand community plays a powerful role in strengthening a business’s brand image. The presence of a large group of users who engage with each other and with the brand creates social proof. Your audience will consider your brand community proof of your business’s reliability and will trust … Continue reading 5 Best Ways to Boost Brand Community’s Member Experience

Brand authority is the most underrated marketing goal

A customer will nearly always choose a brand they’ve consistently seen as an authority over a brand that impressed them once. Amanda Milligan on March 2, 2020 Everyone understands the value of increased organic traffic or a higher rate of conversions. That’s because these metrics are closest to the money. But some top-of-the-funnel rewards for … Continue reading Brand authority is the most underrated marketing goal

Customers want more text-based customer support options from brands

Your customers want to text for live support. Are you ready? Amy Gesenhues on February 12, 2020    When asked about customer support preferences, 72% of consumers age 18 to 64 said having the ability to text with a live agent in real-time would improve their overall customer service experience. The question was part of … Continue reading Customers want more text-based customer support options from brands

Part 3: What is Brand Activism? A Series of Successful Campaigns

Neil Grasso — December 23, 2019 If you haven’t picked up on the key trend from the last post, there is a definite correlation between the level of controversy associated with an activism campaign and the interest it generates. This is not to discredit the campaigns that focused on less controversial issues – as we … Continue reading Part 3: What is Brand Activism? A Series of Successful Campaigns

What is Brand Activism? A Series of Successful Campaigns (Part 2)

Neil Grasso — December 20, 2019 In part one of this series, we introduced the concept of brand activism, and explored how successful activism can bring about multiple benefits for companies that can successfully integrate it into their marketing strategies. We learned how activism can be controversial, as well as how it can be safe … Continue reading What is Brand Activism? A Series of Successful Campaigns (Part 2)

Why Your Brand Shouldn’t Post About Awareness Days On Social Media

Amanda Fountain — December 11, 2019 World Kindness Day. National Chocolate Chip Cookie Day. Cybersecurity Awareness Day. Memorial Day. Awareness days run the gamut from the absurd and fun to the somber and weighty. Often, I work with brands who want to incorporate awareness days into their social media content calendars believing it will connect … Continue reading Why Your Brand Shouldn’t Post About Awareness Days On Social Media

Why D2C brands are the future of retail

The founders and leaders of Brooklinen, Hatch Collection and M.M. LaFleur discuss building their brands and how they’re creating customers for life. Greg Sterling on October 25, 2019 The hottest segment in retail is direct-to-consumer (D2C) brands. It’s also very competitive and quickly evolving, from online-only to multi-channel, with many companies adding physical stores to … Continue reading Why D2C brands are the future of retail

Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC

Pauline Jakober — October 7, 2019 Follow @GrpTwentySeven The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty trick.” The CEO of Basecamp, Jason Fried, complained that Google Ads allows competitors to bid on a company’s branded keywords (including his own). He claims that the … Continue reading Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC

7 Business Pain-Points that a Brand-First Approach Could Solve

Orsolya Herbein — October 1, 2019 Branding is one of the most misunderstood concepts out there when it comes to business terms. While there can be a lot packed into the definition of branding, the lack of understanding stems from various misconceptions about what branding actually is. What Is Branding? Some think their business brand … Continue reading 7 Business Pain-Points that a Brand-First Approach Could Solve