Consistency. It’s the unsung hero of branding. Without it, brands wouldn’t exist.
For marketers, there’s always been the temptation to keep moving and try something new. Now, AI is speeding up marketing even more.
Yet today, a coherent brand is more important than ever.
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 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 MoreMarketing. It can feel a very rational, data-driven activity. We target consumers, we promote, and we convert, all the time using data to optimize what we do.
But consumers are not just pieces of data, defined by what they buy. They’re people, and our success depends on understanding and motivating them.
Marketing is at heart a people business.
Read More
