David Edelman shares an article that extols the benefits of video as an effective business communication tool.
“When you buy a new car, do you really want to learn about it from a 300-page manual, or would you rather have a curated curriculum of two-minute videos that you work through at your own pace, which are not only tied to your specific car, but also reflect learning about your own dealer’s services, the add-ons you personally purchased, and questions you could quickly answer about how you wanted to set up its dashboard-based capabilities. And when you did that, wouldn’t it be useful to have contextual links to take care of actions related to the video?
It is already commonplace to swap around static content to make the experience more personalized, but words on a page are so boring. And there are still countless examples of key interactions where companies don’t even bother to personalize the verbiage, such as when they onboard a new customer, explain a bill, or try to cross-sell.
Most marketers are already struggling with massive amounts of content creation. An entire ecosystem of off-shoring has emerged to provide low cost, high volume production and management. If marketers want to use video more, which they should, the costs of this complexity would get prohibitively out of control.
Or does it? Let’s componentize video, as if it is data, into scenes made from templates where the scenes can be combined, and frames in the templates can be personalized, all based on real-time data. And then, let’s connect these videos into their own micro-journeys where you can track viewing and click-throughs by scene, all enabling you to improve the content continuously.”
Key points include:
- Managing information flow
- Customer engagement
- Expression of brand
Read the full post, Accelerating Segment-of-one: Personalizing Video, on LinkedIn.
In response to the recent news on how many brands approached this year’s Super Bowl ads, Jennifer Hartz shares an article that highlights corporate responsibility in action.
Two stalwart Super Bowl brands and commercial rivals are skipping 2021 game ads.
On February 2nd, amidst a global pandemic and national division, millions will watch Super Bowl LV! The 2020 vs 2019 Champions, Kansas City Chiefs vs Tom Brady…. I mean the Tampa Bay Buccaneers…. will face off with the NFL’s first home field advantage final game. The Super Bowl is frequently the most watched American TV broadcast of the year.
What’s the broad and enduring appeal of the Super Bowl?
For many, especially the younger generations, with ever-shrinking attention spans, football is now likely the nation’s pastime. Average, baseball games last 3 hours and contain 18 minutes of action. Average football games last 3 hours and 15 minutes with 11 minutes of actual sporting. So why do millions eschew the MLB and flock to the Super Bowl in person or on television or via streaming? It’s what nonprofits call “wrap-around services.” Someone in need may ask for food, but good organizations work to help them with job training, childcare, affordable housing, clothing.
Super Bowl commercials were memes before memes were trendy.
For the biggest spectacle in US sports, that means pre-game shows, team merch, player bios, coaches, and refs, instant replays, slo-mo, music, cheerleaders, celebrities, post-game analysis, and usually intriguing …. COMMERCIALS!
Key points include:
- Brands joining the bandwagon
- The broad and enduring appeal of the Super Bowl
- What’s different about Super Bowl 55
Read the full article, Big Brands Redirect Super Bowl Ad Budgets to Accelerate COVID Recovery, on CorporateHartz.com.
In this inspiring podcast, Susan Hamilton Meier and Ross Swan talk about how leadership sets the tone and direction of a brand.
Branding requires leadership. One can start or have a company with great products or services and doing well in the market. But a brand can be nebulous or inconsistent and it really requires a top-down perspective to define what is it that ties all the products, the people behind it together and what the brand stands for. So that the people on the other end, who are receiving the messaging and using the products or services have a clear understanding of what and who the brand is.
A brand is a reflection of its people and the people reflect the leadership they have.
For larger companies, the challenge is that there are multiple stakeholders and brands. Which results in having a lot of things to align. When dealing with multiple people managing multiple brands, for a company, alignment is really challenging. Simply because people have different perspective.
It’s a two-fold exercise. You have leadership, you have employees which form the corporate brand, then you have product and service brands. The products and service brands have to be congruent with the corporate brand. It’s the congruence that brings about the extent of success.
Key points include:
- Leadership, focus and clarity of message
- The different branches of the brand
- Working backwards
Listen to the full podcast, Leadership and the Brand Impact, on SoulInspiredLeadership.com.
Toopan Bagchi identifies the importance of building segmented brand management teams to maximize marketing capabilities and effectiveness.
In a continuously disrupted landscape, many retailers are realizing the potential for private brands to not only improve margins, but to also attract customers, build baskets and drive loyalty. However, given retail’s traditional reliance on CPG companies to develop and cultivate brands, capabilities around true brand management are often limited.
Retailers leaning in on private brands would be wise to establish and elevate brand management capabilities to improve the likelihood of success of any private brand strategy by establishing a clear and coherent brand architecture, identifying white space opportunities, developing brand platforms, creating and launching product, and sustaining brand health over time. Retailers such as Target are recognizing this and establishing brand management teams to oversee the portfolio of private brands, define strategies and lead execution.
Information in this article includes:
- Picking the team
- Setting up brand architecture
- Launching brands
Read the full article, Keys to building a private brand management team, on the Storebrands website.
Ben Dattner and Tomas Chamorro-Premuzic explain why the opinions of others shape our personal ‘brand’ and how to shape our digital personas for the best possible results in this article published in Harvard Business Review.
Who am I, really?’
Philosophers, psychologists, and neuroscientists – not to mention poets and artists — have been trying to answer this question for centuries. The good news for business leaders is that they don’t need to turn into armchair psychotherapists, or get an advanced degree in metaphysics, to figure it out. Nor do average employees need to dig deep into their unconscious, or unleash their inner Freud.
In the business world, there is a far simpler way of working out who we are, at least when it comes to our professional personas: just pay attention to how others see us.
Social science research says that who we are at work is predominantly defined by what other people think of us: how they measure the success of our behaviors and actions, how they perceive our characters and motivations, and how they compare us to others. Whether we get informal advice from our peers, or partake in formal assessment-related exercises, there is no better way to pinpoint who we are at work than to crowdsource evaluations of our reputations and personal ‘brands.’
Points covered in this article include:
- Understanding the algorithm
- Social media posts
- Manipulating the algorithm
Read the full article and access interesting links in, How to Curate Your Digital Persona, on the Harvard Business Review website.
Jonathan Paisner shares his expert insights on branding in this new video series. This week, a 150-second overview of The Branded House vs. The House of Brands.
There is a little bit of brand in everything your business says and does. We’ve created this series to give you a little bit of brand thinking to inject into your business strategy, and help you make smarter decisions. So today, let’s spend the next 150 seconds talking about brand architecture.
Included in this video:
- Why brand architecture matters
- Building and extending relationships
- Portfolio flexibility
Watch the full video, #be150 – Brand Architecture 101, on Vimeo.
In this detailed article, Surbhee Grover identifies the decision-making inputs and new market approaches that will be required to survive in the new economy.
For entrepreneurs, coming out of COVID-19 isn’t the end of a crisis. It’s the beginning of a new way of thinking about their approach to product-market fit, financing, marketing and go-to-market strategies. And for some, will be a time to reflect on their personal approach to risk. The exponential pace of change to society will mean that only those entrepreneurs who have the greatest ability to adapt will survive.
Framing how the world will be different is important, as these differences will both unlock new opportunity and create new goalposts for innovation, user adoption (B2C and B2B), team building, product-market fit, and venture funding. We believe a few things will be true:
Areas covered in this article include:
- Brand relationships
- Purchasing behaviour
- Migration of talent and teams
- Re-imagined supply chains
- Data needs and sources
Read the full article, Shakeout of the Entrepreneurial Ecosystem What will it take to survive? And thrive?, on LinkedIn.
Susan Hamilton Meier shares her thoughts on the merger of analytical and creative thinking and the processes and tools she has designed to help teams problem-solve more creatively.
I turned up at the Boston Consulting Group, probably as the only hire who had never opened a spreadsheet before, so that was interesting, and I ended up, by virtue of that, getting assigned to projects where I did a lot more people skills, so I did a lot of interviews, I gravitated towards their consumer goods practice, and it was actually after they put me through business school, and it was actually after business school, which was around the time when companies were trying to work out what their brands meant in an online environment that I discovered the discipline of branding and that very interesting question of what your brand means.
Points covered in this talk include:
- How she became interested in branding
- Discovering the discipline of branding online
- Consumer research and branding
- The driving forces behind brand loyalty
Listen to the full podcast, Brand Strategy with Susan Meier, on the Dream Business Radio podcast.
James Black provides a comprehensive list of questions designed to help you build a marketing strategy that can help your business move forward in 2020.
Entering the New Year provides a great opportunity to take a quick audit of your brand or business to identify opportunity areas in your 1) customer understanding, 2) go to market strategy and 3) marketing capabilities. These 20 questions are designed as thought-starters to help you get a sense of the state of your business.
Areas covered by the questions include:
- Brand/Business proposition
- The path to purchase
- Marketing plans
- Marketing capabilities
Read the full article, 20 Questions to Help Your Brand or Business See 20/20 in 2020, on LinkedIn.