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unCon 2014 Session: Branding in the Age of Fast Failure

Post by: Chris
Nahil, Message & Medium,  Twitter: @cnahil
images though they may be, Nike’s “swoosh” and Apple’s “iEverything” are not
the sum total of their respective brands. They are the expression of particular
qualities and attributes, the combined power of which make up a brand. The authentic
brand of any company is comprised of many factors from product strategy and
customer service to Web copy tone and product packaging…and almost everything
in between that can create an emotional connection with a customer or prospect.
In an era when companies routinely pivot — or fail fast – is branding still
viable?  The answer in this session is
“yes” and several of the digital marketing tools currently available make brand
evolution less painful, more data-driven and more cost-efficient.  Some highlights from this unConference session,
moderate by Meghan
Gardner of Leap
, included:
  • Customers
    today expect similar things from their interactions with B2B companies as they
    do with B2C brands. Today, even deep technology companies must have the kind of
    engagement and open approach to communications that most consumer brands have
  • The
    discipline need to define differentiated messaging still revolves around the
    central questions:
    • Who are
    • What do
      we do?
    • Why do
      we do it better than anyone else?
    • Why
      should anyone else care?
  • Every
    company has a community with which it can test messaging and positioning.
    Digital tools – surveys, LinkedIn company pages, email marketing, online
    forums, social media platforms, mobile – allow companies to quickly vet messaging
    and gather quantitative data on message effectiveness.
  • Brand
    is two-way conversation. If your company must pivot, having established a
    genuine rapport with your audience in advance is the best way to ease that
  • Similarly,
    if a company has not bothered to engage its audience then it will wind up
    “branding in a vacuum” which is ineffective and expensive.

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