We are beginning a new era in branding, and the call for a revamped framework is loud and clear. A new model centered around the customer journey, emotional connections, shared values, and adaptability is not merely a strategy but a philosophy that can drive brands to new levels of relevance and success. By reevaluating our branding approach and adopting this…
read moreEach of these books offers unique insights into the complexities of brand marketing. From understanding how to communicate effectively with your audience to leveraging the latest in digital marketing strategies, these reads cover the essential knowledge and skills needed to build and sustain powerful brands. These titles, spanning several decades, reflect the dynamic nature of brand marketing, incorporating foundational theories,…
read moreIn a time when consumer expectations extend beyond product functionality to encompass personal growth and identity enhancement, brands face the imperative to evolve. This is where the Voyager Brand Value Model (VBVM) comes in, a conceptual framework designed to anchor brand value in the aspirational identity of the consumer. By shifting focus from the transactional to the transformational, VBVM positions…
read moreAdopting and developing a brand model provides structure and direction to branding activities. It ensures strategic focus, guides investment in high-impact initiatives, fosters innovation, guarantees consistency across touchpoints, enables effective measurement and evaluation, and aligns internal stakeholders. Most of all, it serves as a blueprint for your marketing and brand campaigns. However, not all models are created equal. The complexity…
read moreThroughout history, brand marketing has continually adapted to new technologies and shifts in consumer preferences. From simple marks of craftsmanship to complex digital campaigns, brand marketing has become a fundamental aspect of business strategy, aiming to build brand equity, loyalty, and a strong emotional connection with consumers. As consumer preferences change, so must our methods of building relationships with them.…
read moreIn the quiet hum of a bustling coffee shop, where the aroma of freshly brewed coffee mingles with the low murmur of conversations, lies the essence of what sociologists call “The Third Place.” A concept popularized by urban sociologist Ray Oldenburg, it refers to those inclusive locations that are neither home (the first place) nor work (the second place), but…
read moreMy initial stance was to be highly skeptical of using artificial intelligence (AI) in branding and marketing. The very idea of AI weaving its way into a space so profoundly reliant on human insight, emotion, and connection seemed, for lack of a better word, apocalyptic. After all, the creative industry typically thrives on nuances I was convinced no machine could…
read moreA significant portion of the online community, which I started to refer to as the “silent online majority,” primarily consumes content without actively engaging in creation or extensive interaction. As I have started to research this group, I started to look for ways to highlight the importance of reaching out to and including this audience within a brand’s community, emphasizing…
read moreDriving traffic to your website is just the beginning. The real challenge lies in transforming these visitors into engaged customers. This is where Conversion Rate Optimization (CRO) becomes crucial. CRO is the strategic process of enhancing your website to boost the percentage of visitors who complete a desired action, whether a purchase, subscription or filling out a form. Many people believe marketing…
read moreDeveloped a comprehensive marketing program for Stratasys to showcase their work across the medical field. Challenge Stratasys faces the significant challenge of showcasing its pioneering use of 3D printing and additive manufacturing in the medical field. The key difficulty lies in effectively communicating the complex and technical nature of their innovations to a diverse audience, including medical professionals, healthcare institutions,…
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