Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content. It makes sense — people are emotional beings, so we respond to stories because they engage us on an emotional level. And, as Nicholas Ind and Oriol Iglesias write in Brand Desire, “Brands […]
A brand touchpoint is any way a person in the marketplace interacts with your brand — so practically every brand has hundreds of touchpoints and each plays a role in shaping brand perceptions. So we must consider brand touchpoint design and management critical to building a strong, valuable brand. This month’s roundup of content I’ve read covers […]
Last week over 3,000 people gathered to discuss the current, the future, the potential, the challenges, the opportunities, the successes, the failures, the tools, the strategies, the methods, the people, the power, and the beauty of social media and social media marketing. Here are the Social Media Marketing World 2016 top 20 takeaways from Guy Kawasaki, Gary Vaynerchuk, […]
History provides a revealing context for identifying the significance of the present and an outlook for the future. I became convinced of this when I recently perused a marketing journal from 13 years ago. […]
The topic at iMedia’s Brand Summit, Brands as Content Creators, was a provocative one. Pundits including David Shing, Digital Prophet at AOL, and Berkeley prof Bill Pearce, and practitioners from Intel, Kraft, Target & more took the stage to talk about the challenges and opportunities of creating, curating, organizing for, managging, distributing, and measuring the effectiveness of […]
(“brand book bites” are book write-ups that highlight the most interesting brand stories in the latest best-selling books. Subscribe to my feed so you don’t miss these regular bulleted briefings on the books I recommend.) – the book: Youtility: Why Smart Marketing Is About Help Not Hype – a helpful read about helpful marketing – […]
Between spring break, March Madness, and primary season, there’s been a lot going on outside the brand world this month. But there’s also been a flurry of new brand-building content going around. Here’s a handy recap of what I contributed to the conversation: brand-building: Steve Jobs on Brand-Building — a slide show of what Walter Isaacson’s […]
The sessions at eTail, the conference for multi-channel and online retailers, were chock full of new perspectives and new technologies. The title for this year’s event, held last month in Palm Springs, was: “The Future Is Now: Managing ‘What’s Next’ While Remaining Focused on Today’s Brand Experience.” […]