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…]
Today people shop and buy differently thanks to the internet – unsurprising. However when two landmark studies quantify the process of shopping, some surprises that have big implications to marketing emerge. Let’s start with the old thinking to better understand what’s new. (Will it be “Fun”? Of course it will. ;) BOTTOM-LINE: Marketers need to […]
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.
So, Zappos.com sent me a FREE culture book. There is a reason they reached $1B …