I have a real-world definition of branding strategy, based on working as a revenue coach for hundreds of companies and interviewing thousands of customers. It is this: “Branding is the promise that you make; your brand is the promise that you keep.” To help company leaders put this truth to work to increase their own revenues, I explain that they keep (or break) their branding promise with five tools: products/services; people; processes; policies; and passion.
We’ve all heard the management adage: “You can’t manage what you don’t understand.” Unfortunately, digital marketing has gotten so complex, specialized, and fast-moving that it’s harder than ever for busy CEOs and entrepreneurs to understand what is really going on.
Those of us who work in digital marketing deal a lot with confidential information, and we need to do what we can to protect it from the bad guys. But there are other more recent threats that are increasing the importance of cybersecurity. Many recent cybersecurity examples often involve ransomware—where a hacker gets inside of a corporate network and “dwells” there for months, figuring out where the important information resides, and learning how to shut down the company’s network.
We are living in the Age of Apps. I guess you could call this the App Age, like the Industrial Age and the Agrarian Age that came before. All business is now run on apps (or applications, which is how many people refer to software running on larger-than-mobile systems; I’m going to use “apps” here for all types). We communicate with each other on apps.
Branding strategy is usually an “inside” affair, created in windowless (or now virtual) conference rooms. “What do we want to be known for? What is our mission? What do we do better than competitors?” What’s missing from this conversation? Customers. Who buys your product or service? Customers. No wonder so much marketing doesn’t work. My
Lately we have been talking about the customer’s Mindset and the critical role it plays in your marketing. If you really want to know how to increase sales, that’s the factor that you need to focus on first. I’ve been defining the customer’s Mindset, at the start of their buying process, as the combination of