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Brand Awareness

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Perception isn’t always reality, but when it comes to business, it can build a narrative that’s difficult to refute. What the general public, let alone customers perceive to be true about a brand can have massive repercussions for their bottom line. During the holiday season, Pelaton released a video ad about a husband gifting his wife an indoor exercise bike for Christmas. There was a swift backlash to Peloton’s ad, with many calling it out…

More than half of employees aren’t motivated by their company’s mission. That’s likely not helped by the fact that 61% of employees don’t even know their company’s mission, according to research from the Achievers 2015 North American Workforce Survey. Is it any wonder, then, that mission and vision statements are rarely seen as anything more than punchlines for Dilbert comics? But a vision statement is more than just a punchline. Considering that 62% of workers…

The three most valuable brands in the world — Amazon, Apple, and Google — are collectively worth close to $1 trillion. While most companies don’t need to reach mega-brand status to stand out in their niche, there are some lessons challenger brands can take away from the giants. Most importantly, they need a solid brand strategy that will support a strong brand identity. Brand identity isn’t just a logo or an advertising campaign; it’s the…

Companies know that brand marketing is essential — that’s why they usually allot a significant portion of their budgets to branding activities. Despite this, there’s still skepticism around placing dollars into measuring brand marketing efforts. Why? Because many people don’t think it’s possible to measure how brand marketing drives business value accurately. However, as brand marketing spend continues to rise, marketers realize that relying on “soft” metrics such as impressions and sentiment simply isn’t enough.…

Brand awareness has been all the rage for direct-to-consumer (D2C) brands spanning across industries and verticals. D2C brands like Glossier and Outdoor Voices have not only found success in building awareness but also in creating communities of faithful customers. While any business would envy these brands’ abilities to turn fans into loyal customers, there are a few obstacles keeping them from doing so. Chiefly, knowing how to increase brand awareness. There is a lot that goes into a brand…

As many of you wrap up your holiday campaigns, it can be tempting to take the pedal off the accelerator the moment the clock strikes midnight on Christmas Eve. As much as you may want to do that, there are plenty of reasons why that may not be a good idea. The months following the holidays are actually the best time to extract the most value out of your digital marketing campaigns.  For one, the…

Marketers understand that to compete in today’s business environment, it’s essential to form bonds and connections with your audience. Some experts estimate that consumers are exposed to as many as 4,000 to 10,000 marketing messages every day. To cut through the noise, brands must appeal to the unique interests and needs of their audiences and connect with them in a way that they appreciate. This is where buyer personas come in. Over half of modern…

Unlike many other marketing approaches that focus on short-term goals and immediate sales, brand marketing strategy focuses on the long-term play. It’s an investment in the company that builds cumulative value over time by developing a meaningful connection with customers and a strong reputation among partners, collaborators, and consumers.  Let’s discuss how you can strengthen your brand and leverage it to attract new customers and create a devoted following. In this article: Customer Advocacy Content…

Trying to drum up brand awareness without the right partners is like trying to build a house with only a hammer and nails. Though it might be possible, the process will be complicated, take longer than necessary, and may not turn out the way you originally planned. Similarly, the landscape of brand awareness tools on the market is arguably more complicated than the world of power tools (and less likely to cause an ER visit…

When you think of popular brands, the first ones that come to mind are probably “Coke,” “Apple,” and “Nike.” While their branding is world-renowned, these companies didn’t get to where they are today without heavy promotion and brand awareness efforts. In order to maintain a competitive edge in a saturated market, it’s important to build a strong brand marketing strategy. Brand vs. Brand Marketing Let’s begin by distinguishing “brand” from “brand marketing.” While they may…