Branding. 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.
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Touchpoints.
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.
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Strong 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.
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I've always been a fan of Customer Lifetime Value. By putting a financial value on customer relationships, it makes it easier to convince businesses to look after existing customers.
But I still find it has more to offer than most businesses realize.
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