Jan 13
Brand storytelling or content marketing engages the imagination, encourages buyer curiosity, and brings customers into your brand story like no other marketing technique I know.
Case in point: the right story increases ROI by 2,700%.
And no, that’s not a typo.
Here’s the story behind this dramatic increase in ROI and how you can grab your own share of that incredible profit potential.
Continue readingDec 14
You may not be familiar with the term cause marketing, but you’re probably familiar with brands of all sorts touting the Black Lives Matter hashtag or a similar cause they believe in. Brand have participated in cause marketing since 1974 when 7-11 convenience stores issued collectible cups to commemorate the 1973 Endangered Species Act. Since then, many brands seem compelled to align themselves with a cause.
When the cause is chosen with care and aligns with the company’s brand positioning, mission, and vision, it can be a great boost for the company.
However, just because a cause is popular doesn’t mean it’s right for every brand. Before you append that hashtag, add a frame to your company’s profile picture, or drape your website in blue/pink/green/black/or rainbow colors, think carefully. There are many considerations to weigh to ensure that cause marketing supports rather than detracts from your brand.
Continue readingOct 12
Authentic brand communication rings true with your target audience. When they read, hear, or see authentic messages from your brand, it resonates with them.
And if not? Then there’s a major disconnect. Many brands today are focusing on timely social issues to appeal to their customers. This can be problematic on many levels
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