Category: brand strategy

Buyer Personas – How brands ‘get personal’

Posted Holly McKiePosted in brand strategy, building industry, marketing, social media

If you know your customer, you can do great things. If you don’t -well… Creating Buyer Personas is the first step to an effective marketing & content strategy. Understanding your customers’ wants and needs gives you the opportunity to create something that wows customers & is valued While this post is slanted to real estate development and the home building industry, the approach crosses categories and gets to the heart of what business should be based on – The Customer.

what creates brand perception | a look at lambert ranch

Posted Holly McKiePosted in brand strategy, building industry, marketing, real estate

We’ve all had times where we go in with one understanding of a product and after experiencing it further – we completely change our minds. Here’s a look at what really shapes brand perception as seen in the launch of a gorgeous new community called Lambert Ranch . From context- to marketing- to delivery, it all matters. (While the pictures will give you a hint of what Lambert Ranch is like, to experience in real life is oh-so-recommended.)

brand strategy inspirations from a master – Coca-Cola

Posted Holly McKie1 CommentPosted in brand strategy, culture, marketing, social media

The Coca-Cola Company has decided to move from “Creative Excellence” to “Content Excellence” in marketing for two reasons: 1) the new media landscape and 2) to transform one-way storytelling into dynamic storytelling. Step One – they’ve outlined their brand strategy brilliantly for all to see. [click to continue…]

1111 Lincoln Road brand

Great Place | a sexy parking garage where design is the brand

Posted Holly McKie1 CommentPosted in brand strategy, building industry, economy, great places, marketing, real estate

Part of “a great place” – a series of engaging spaces for consideration…and perhaps inspiration for the people who build places everyday.  “How much design is too much design?” – the on-going challenge in building any product, including places. At the end of the day, development is a business and a major economic driver with employees, suppliers, contractors and […]

social media – in real life…

Posted Holly McKie4 CommentsPosted in brand strategy, building industry, marketing, social media

Perhaps you  know someone who shuns social media,  but doesn’t really understand what it is they are rejecting.  Then there are those who recognize the various social media names – enjoy Facebook perhaps – but they are still a bit fuzzy on what people use the various channels for. They know something interesting is happening… […]

brand definition

What a ‘Brand’ Is and 3 Reasons to Care – Now.

Posted Holly McKiePosted in brand strategy, building industry, culture, marketing, real estate, social media

what is a ‘brand’?

A Brand – is what people perceive about a product or a company. It’s everything that’s been heard, seen…felt about it. It’s your reputation from yesterday & today. To really get this – If you’re not metaphorically “standing in front of your audience” with promotion and people understand, like and/or talk about you positively – that’s worth something to your bottom-line. It’s known as positive brand equity.

However- if when you “leave the room”, the real stories come out and you’re basically looking like a jerk – well no logo is getting you out of that.

great places and brands connect emotionally. meet replay.

Posted Holly McKiePosted in brand strategy, great places, marketing

“a great place” – a series of engaging spaces for consideration…perhaps inspiration for the people who build spaces everyday.  meet replay Replay, an Italian denim company, reaches new heights in brand experience in their stores and view them as key to developing & quickly conveying their brand.  The company seeks to redefine the traditional concept of a store as a mere […]

how remarkable is your brand?

Posted Holly McKiePosted in brand strategy, building industry, marketing, social media

Is your brand “remarkable” ?   A huge question that in today’s marketplace really asks “Are you engagingly marketable?” Communication is now overflowing with irrelevant clutter;  providing instant transparency; and social media allows everyone to comment with just a click.  For this environment – let’s redefine the word “remarkable”. “re·mark·a·ble:(adj) worthy of remarking on.”     If something is remarkable –    talking about it, actually makes you more interesting .  Let […]