Brands depend on people. And people are social animals, who want to feel valued and connected.
Yet business leadership seems to occupy a different universe, obsessed with driving the adoption of AI.
Yes, execution may get faster and more efficient. But at what cost to the brand?
Read MoreBranding. It’s having a moment.
Why? AI is the future, right? Marketing will never be the same again.
Yet ironically, it’s also driving a return to the fundamentals of branding.
Read MoreTouchpoints.
They tell stories. Some big, some small, but together they define the brand.
Marketers need a clear, coherent, and positive picture of the brand to emerge.
But since touchpoints are not all under Marketing’s control, this means embedding the brand into the culture of the business.
Read MoreThe promise of one-to-one marketing has been a tantalizing prospect for much of my professional life. Now with AI, it seems finally within reach.
Yet marketers should tread carefully.
We may have the tools to scale one-to-one marketing. But it’s never been more important for a brand to stay consistent from person to person.
Read MoreStrong brands.
They make businesses more valuable. CEOs and investors intuitively know it (even if they can’t value them on the balance sheet).
Yet, rather than the means for creating a key strategic asset, branding today seems little more than an afterthought.
Read MoreBrand names. They can seem critical to a brand’s success, conveying the brand’s essence or promise. There’s a whole industry behind naming them.
Yet in reality, they mean little by themselves. McDonald’s, Nike, or Uber didn’t start iconic. They only became meaningful through people’s experience of the brand.
Brand names are simply about recognition.
Read More
