Tag Archives: brand

Pro Tip: How brands can enter TikTok with brand channels

A successful path for brands means they must keep the platform’s content standards top of mind as well as make regular posts and participate in what’s trending. Evan Horowitz on May 4, 2020 TikTok was already the fastest-growing platform in history, but during quarantine, it’s gone to the next level. With so many stuck at … Continue reading Pro Tip: How brands can enter TikTok with brand channels →

How to Utilize Communities to Grow Your Brand

Community Building

Lachlan Kirkwood — April 30, 2020 As user behaviors transform towards more private and meaningful conversations, engagement rates across branded profiles have started to shift. An engaging social media strategy is no longer reliant on simply publishing content in the open. Users now seek more authentic interactions across their own network and the brands they … Continue reading How to Utilize Communities to Grow Your Brand →

People choosing trusted brands, but marketers are pulling brand campaigns

Branding

Marketers seem to be favoring performance marketing even as brand may be gaining in consumer importance. Greg Sterling on May 1, 2020 Should marketers be investing in top-of-funnel campaigns or performance advertising right now? That question is being hotly debated in a lot of places, including major earnings reports where performance seems to be winning. … Continue reading People choosing trusted brands, but marketers are pulling brand campaigns →

How personalization helps marketers humanize their brand and break though the noise

Branding Lessons

Aprimo CMO says marketers are currently struggling with what he calls “digital sameness” — where everyone is doing the same thing online. Amy Gesenhues on April 30, 2020 The COVID-19 crisis has shifted nearly all customer experiences to digital experiences, forcing brands to compete for audience engagement like never before. This new normal has created … Continue reading How personalization helps marketers humanize their brand and break though the noise →

Don’t block the news: Tips to balance brand safety and corporate responsibility

Corporate Success

Advertisers have a corporate social responsibility to find a way to balance their need to protect the brand with support of news sites, particularly in times of crisis. Kristoffer Belau on April 21, 2020 “Don’t block the news.” This is the Interactive Advertising Bureau’s (IAB) passionate appeal to advertisers during the COVID-19 crisis. As the … Continue reading Don’t block the news: Tips to balance brand safety and corporate responsibility →

Brand Building in Uncertain Times

Branding Trends

Chris Weissman — April 14, 2020 Over the past 30 years, I’ve taken note of the different ways consumers respond to market uncertainty. In the savings and loan crisis of the 1980s, for example, shoppers tightened their belts. In 1999, panicked preppers flooded the stores to stockpile goods for (an ultimately illusory) Y2K. And after … Continue reading Brand Building in Uncertain Times →

How Greater Brand Trust Acts as an Insurance in Knowledge Commerce

Knowledge Management

Shobha Ponnappa — April 9, 2020 To your customers, when the economy goes slow or uncertain, the familiar becomes even more important. The sense of instability pushes many consumers towards what they’ve known. They gravitate towards the things that feel “proven” to them. Best-buddy brands are part of the things consumers cling to, at a … Continue reading How Greater Brand Trust Acts as an Insurance in Knowledge Commerce →

Facilitating Brand Community

Branding Lessons

Daniel Hopper — April 9, 2020 Community is important to consumers. A strong motivation for community membership peoples’ desire to interact with like-minded others. Gives people a sense of their authentic “true selves” as they feel a sense of belonging with the others in the community and believing in a common set of values. Having … Continue reading Facilitating Brand Community →

How To Build a Remarkable Brand Experience For Knowledge Commerce

eCommerce Content

Shobha Ponnappa — April 6, 2020 Brand Experiences Don’t Live In A World Of Their Own. They Have To Be Evaluated Against Customer Expectations Unknown to you, every potential and existing customer of yours, when he hits a contact point with your brand, comes with an expectation set in his mind. This dictates how he … Continue reading How To Build a Remarkable Brand Experience For Knowledge Commerce →