CHALLENGES OF MARKETING ADVISERS

NEW BRAND MANAGEMENT TECHNIQUES

The most relevant challenges that marketing advisers face every day are: How may achieve the best

results in the short term without affecting the long term, the image and reputation of the brand? How

may accomplish the brand consistency throughout the years? How can I build the behavioral profile of my

audience? Is Marketing department working closely together with the technology department? Which are

the most effective research and measurement mechanisms without losing profitability? How can my

brand excel from thousands and thousands of competitors advertisements in both platforms, on-line and

off-line? How can I measure the consumer loyalty and the new ones whose join to the brand period by

period?

It´s not new for anybody that building strong brands is quite complex due to the huge amount of

competitors and the media saturation in these times: all of us are surrounded of advertisements. Year

after year thousands of new brands are launched but few of them survive throughout the years.

Being a Marketing adviser is like riding a bicycle. To keep the balance you must keep moving.

That´s why in this article we are going to speak about the last brand management techniques and trends

in order to achieve successful results.

Let´s start redefining the Brand Concept

A brand is the sum of all the feelings, perceptions and experiences a person has as a result of contact

with a company and its products and services.

Branding and Brand positioning are the heart of every strategy in short, medium and long term.

The ten core brands qualities of these times:

1. Innovative, creative, unique and appealing products;

2. Attractively exciting

3. Consistent and coherent across all platforms

4. High quality

5. Consistent delivery

6. Exclusivity in some goods production and designs

7. Distribution according to the type of brand

8. Media mix: off-line and on-line platforms

WHO CAN SAY NO TO HIM?

Brand means to educate, feel, excitement, growth, evolve, learn, interact… Brand means permanent challenges and changes.

9. Huge reputation and prestige

10. Reliable and admirable

Brand Identity

The Brand Identity comprises of the Brand Personality and the Brand Image.

It is who the brand has decided to be, how the brand views itself and how it wants to be viewed by the

audience and market player. It is the “true self” of the brand.

How build the Brand Personality?

The answer is quite simple. Brands are like people. Let’s use an illustration. When you think about a friend

or colleague, certain qualities or “associations” run through your mind regarding that person. These

qualities, which would normally be different for each person you think of, are the image you project of

them in your mind through your understanding of their personality. The same principle applies in branding.

People must feel your brand above everything. This is the right way to engage audience throughout the

years.

The brand personality should be Inspiring, Innovative, Memorable, Affirmative, and Distinguished from its

public.

Every Brand is owner of a story which define it personality, image and style. Every brand has an inspiring muse, from people, objects, places till memories, songs…. Everything is possible.

Finally, the golden rules of Brand Identity creation are:

1. Clarity: in personality choice and image projection to the public: it approach has completely changed

since new brands values have arisen.

2. Consistency: in maintaining the chosen personality and image: it means to develop a global concept to

be flexible according the dynamic of business growth.

3. Constancy and Relevance: in the marketplace over time. It requires to change and to innovate

constantly.

All these characteristics are identified by people through brand promises and brand perceptions from

every brand touch points. It means the associations, images, emotions, beliefs, and influence power of

your people and market about your brand arise from every on-line and off-line platforms.

“A well positioned Brand is like an aged wine which value increase throughout the years: each time lower

costs and higher profitability.

Let´s see the most actualized Brand management techniques:

Brand Sense is an effort to make something different: to integrate the six senses, including the

emotional “me”, and not only concentrate in the sight and hearing.

Martin Lindstrom says that all of us are quite familiar with all our senses and all of them help us to

develop an image of our dairy life. When we discover that someone is missing we discover it relevance.

The great challenge, as always, is integrate all these dimensions to our brands. In other words, it´s

necessary analyze how can we communicate better our brands and according to that develop a creative

strategy which integrate all senses to positioning stronger the brand not only in the consumers brains

but also in their heart.

Then, integrating the emotional intelligence to our brands or how says Marc Gobé, Emotional Branding.

Gobé brings the subject emotional intelligence, which it was studied by Daniel Goleman, to the marketing

plane integrating both of them to the brands concept. He invites to do a profound vision about the

different emotional levels of your targets. Doing it, you will be discovering the insights which guide your

advertisement campaign.

However, it´s missing yet a road to be walked because to achieve a real approach of Emotional Branding

implies to have brand credibility and brand personality to strongly connect with people at a personal and

holistic level… Emotional Branding is based in people connection that transcend the ads. It is a culture, a

way of living, a fundamental belief that people is really the force and business and street can´t go on

separated.

Our public stands for our Brand and they together with marketing advisers are who decide the brand

future.

Employer Branding

The feelings that create the Brand to their employees is crucial every day for the successful or failure of

the company. Simon Barrow says that the leader companies have realized the importance to count with

prepared people, really motivated and engaged as vital tool toward the organizational success.

When employees are in touch and interchange value information with some consumer, prospects or other

stakeholder, is clear to think that we will achieve better results, positive experiences due to passionate

employees for the corporate brand.

For this reason, employees must really understand the main objectives of the brand.

If they understood, why don´t we?

Scott Davis proposes “to develop a join between the Brand and the behavior of the employees. This

relationship must be strengthened time to time till the employees became passionate defenders of the

brand and the idea of living the brand as an instinctive thought.

Next time we will continue with this article speaking about the following new brand management techniques:

- Brand Metrics - Content Marketing - Engagement Program

Have a very nice week!. Please, leave your messages, notes or opinion about this article in my blog section.

Hear it

Believe it

Live it

Contact

Awareness

Understanding

Acceptance

Ready to defend

Ready to promote

Personalized

Used

Cultural experience

Passionate

How getting better inside their hearts?

How improving inside their heads?

How putting better in their hands?

Grade of support or

change

Time

Brand Assimilation

Employee Motivation