Brand Experience
If you really think about it, the content formats we rely on today have an uncanny resemblance to the content formats we relied on yesterday — our blog posts look like print articles, our offers look like books, and our slide decks look like look presentations. Relying on the content formats we used yesterday to educate and entertain our audience today is fine: Our audience is ultimately used to these mediums. At the same time, “fine” is not exceptional, and we’ve missed a huge opportunity to engage them at record levels because we glossed over the fact that screens and computers are so much more than just digital pieces of paper and printing presses. Fortunately, the interactive marketing movement is charging along, and their early adopters have proven that if marketers want to cut through the noise, they can’t just do what they’ve always been doing. They need to refresh…
When I start a TV show, I immediately try to identify each archetype. Who’s the protagonist? Who’s the villain? Who’s the unsung hero saving the day at the last minute? Sometimes, it’s clear from the very beginning and others, you can’t tell until the very last scene. The point is that these archetypes are universally known personas that are used to tell a story. They help us as viewers understand what’s going on and help us get emotionally invested in the characters. In real life, brands use archetypes to shape their narrative. Let’s cover the 12 brand archetypes, how to define yours, and review some examples from popular brands today. The archetype model is credited to Author and Thought Leader Carol S. Pearson, who outlined the 12 archetypes in her book “Awakening the Heroes Within.” An archetype is more than just a persona or character – it’s tied to a…
When searching for a soul mate, you look for someone that’s smart, funny, caring, but above all — consistent. Because if you’re going to invest your life in a person, you want someone you can trust, right? Falling in love with a brand isn’t all that different. Brands pull us in with witty slogans and timely discounts, but that’s not the only reason we stick around. Think about it, inbound marketing is all about content and communication that people love. The key to being your leads’ and customers’ soul mate, then, is providing brand consistency they can count on. But how? What’s at the heart of brand consistency is your message, and marketing plays a huge role in that. In this post, we’ll dive into what branding consistency is, its importance, benefits, and share 15 businesses that have done a stellar job showing it. The Importance of Branding Consistency Branding…
If I could go out to dinner with any brand, I think I’d have to choose Trader Joe’s. Now, I know that may sound weird, but stay with me. Nike, as you know, would be too energetic, which would embarrass me — let’s play it cool here, okay, Nike? Apple, on the other hand, would be both sophisticated and a little pretentious, which would make me nervous. And Timberland is just too outdoorsy and gritty. We wouldn’t have much in common. By comparison, Trader Joe’s is unique, earthy, and a little playful. We could discuss its fantastic seasonal selections, like its Pumpkin Alfredo Sauce or Butternut Mac & Cheese Bites, and I would thank TJ (because we’re at the nickname level by now) for its generous cheese prices. While we all know I can’t actually go out to dinner with Trader Joe’s (or any brand, for that matter), I’m willing…
To understand what peer-to-peer (P2P) marketing is, let’s start with an example. Recently, I was looking for a new face moisturizer. Of course, I could’ve trusted the numerous influencers I follow on Instagram, all with strong opinions regarding the “best, most effective” options available. But I wasn’t convinced these influencers had my best interest in mind. Yes, most influencers’ (and micro-influencers) are successful because they promote valuable products. But they’re getting commission off those posts, too. So I handled my problem the old-fashioned way — I texted my friends and asked what products they use. This isn’t to say influencer marketing is ineffective. Quite the opposite: When done right, influencer marketing is a fantastic opportunity to expand your brand’s reach and increase sales. But depending on your team’s budget, influencer marketing could be limiting. Plus, influencer marketing inhibits your brand from reaching those consumers who still trust their peers above…