There’s plenty of innovation going on at research labs all across the globe. In space, in pharmaceuticals, in renewable energy, and countless other fields, people are working day and night to find breakthroughs and discoveries. But it’s brands that are doing the most deliberate innovation right now. Why? Because consumers are demanding it. Ecommerce is booming because people want the convenience of shopping from home. Retail is going all out to create experiences that consumers will find compelling enough to bring them out to the mall. Consumer products are constantly re-inventing themselves to be greener, more sustainable or less damaging to the environment. Financial services are competing to make banking and investing easier, safer, more secure and socially responsible. Sports and entertainment events are aiming to be ever more spectacular. All this is driven by consumer demand. Marketing has always been concerned with meeting customer needs, of course. But today’s world moves at the speed of a mouse click. So competitive brands are forced to follow the rule of A-B-I – Always Be Innovating.
I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. […]
(No blog post this week. May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, […]
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Best Branding Reads
Week of June 7, 2021
4 Ways B2B Marketers Can Successfully Combine Brand And Purpose
An interesting case study from LinkedIn
Branding’s Perfect 10 – Absolute Marketing
Some of the greatest home runs in branding history.
Why Brands Really Matter
Sometimes it’s worth reminding yourself why you drank the KoolAid in the first place.
How Purchase Decisions Are Made
Again, if you think people reason their way to a decision, you’re wrong.
Walk the Talk – How Brands Lead by Example
Two great examples here.
Building Brands For A Commitment-Free Economy
I’m 100 percent behind this idea. I’d subscribe to a transportation service where I take the bus most days but drive a Ferrari once a month.
Market Research for Success, Purpose, and Connection
At least once a day, I’m trying to convince a potential client of this. From now on I’ll just send this article.