The DENYC just had its kick off weekends with intense all-day sessions (you can set your beach calendar to this — it’s always the first two best weekends of perfect weather of the summer — and these dedicated 32 designers are indoors without windows the whole time) — and guess what?
They love it!
Each year the faculty adjust the program to customize it to the class and each year the incoming class is further along in their business at the start than the year before. I co-teach growth strategies (with some marketing thrown in).
This year’s group is great. Every designer has a clearly defined niche and their styles are so appealing! I’ll be mentoring bexnyc.com and lalaandsasi.com.
How is brand content, which now dominates marketing communications, managing to match its most engaging media? And how does a key audience specifically use the content that the brand is communicating? There is a prevailing truth now that making a brand relevant is as uncertain as our ever-changing technology.
An answer to these questions is not yet very clear. Instead, brands are challenged to respond to the reality that it is hard to determine whether a consumer is engaged in utilizing technology or in self-systematizing content.
What then can brand management do to create more relevant engagements? Are there effective ways to go beyond the quick-click, speed-reading, distracted- listening or watching of new content? Who is in control of the content? Do the social networks and media technology receive content, edit it, and make it personal, aka editorial, communicating it in their own likeness to others? Or are they using content as a direct feed, pickup, and duplication of provided content, aka advertorial, from a myriad of sources? Can the consumer tell the difference and does it matter?
We might also ask: Can a system be created that will identify the consumer who wants to and then does pass content on to others? This is a big data-mining question for the brand.
The brand marketer now has to create content that will build engagement with consumers who can and will become the brand’s customers and content sharers.
An interesting term now being used in marketing is “apperception.” This is a process whereby perceived values of a brand are related to the consumer’s past and present experience with or knowledge of that brand. The new perception is added to the old perception, which forms a whole new apperception. This new apperception can be the catalyst for new sharing of content between and among social networking and brand aficionados.
The goal is to develop a brand content driven system that aligns with the consumer’s system to receive and process new content. This is our ongoing need to connect and establish relationships with our audience. It is certainly giving us a lot to think about and process, as we ask:
Yes. They are definitely contributors but there’s a 360-universe that comprises a brand and those elements are only a part of it. A key part of your brand is the brand promise: what are you going to deliver? It’s great if you can promise to deliver something no one else is talking about. My company offers 60%-1,000% return-on-investment. We back it up with numbers from actual clients. A promise like this may not have clients knocking down the doors, but they ARE going to remember a promise that breaks through the clutter.
In what used to be called image marketing (such as fashion, liquor, and in the old days cigarettes), you are often selling a story as the brand promise. A story that the buyer believes will become their experience if they purchase and use the product. Ralph Lauren is a master at creating stories that invite you to participate by wearing his clothing.
Below are some links that offer advice on branding for any kind of business (even Tom Fords’ advice works beyond the fashion world).