[vc_row][vc_column width="1/1"][vc_column_text]We are currently living in an information age. Customers no longer look to advertising to help find their favorite brands. Instead, they look to expert and user reviews. With at least a hundred different competitors in any given industry, companies need to sell more than just a product. Kevin Plank, the CEO of Under Armour says, “Brands that do not evolve and offer the consumer something more than a product will be hard-pressed to compete in 2015 and beyond.” Their new campaign, tracked by the #IWILLWHATIWANT hashtag does just that. A brand is more than a logo, a tagline, or product line. A brand promises a unique benefit to your customer. Under Armour doesn’t just sell workout clothes, they sell a sensation. They display top athletes dripping with sweat and determination, and inspire people to do the same.
BE AUTHENTIC, BE HUMAN.
Decide who you are and what you want to people to know about you. Tell your story in a captivating way. Your customers will be more likely to listen and learn more about you. Your customers will care when they know who you are and they believe in you.
As you create or fine tune your brand, construct a brand image based on core values and a brand promise that will
The most basic, yet effective goal you can have as a brand is to make people happy. Capturing your audiences’ heart is what will separate you from the rest. And once you gain loyalty, you'll have a customer for life.
We just started reading, The Culting of Brands: Turn Your Customers into True Believers. Stay tuned for a recap, or grab a copy to read for yourself.
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Branding expert Sasha Strauss gives free brand strategy advice.
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Gisele Bündchen in the UA Women #IWILLWHATIWANT campaign.
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Marie Forleo shares three brilliant branding strategies that Poo Pourri uses to cause a real stink in the marketplace.