Articles
Tag: on brand
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What Customers Expect of Your Brand Promise
New research shows that many organizations fail to deliver on customer expectations for brand promise.
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Building Customer Trust: Actions Speak Louder Than Words
As consumers become more skeptical of advertising and the claims that brands make, it’s becoming more challenging for companies to build customer trust.
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How Brand Advocates Boost Your Content Marketing
Here's how content marketers can leverage brand advocates to bolster their campaigns.
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Concluding the Brand Management Maturity Model: Measuring Impact
Our final discussion in this brand management series looks at impact: the ability to measure how digital assets can influence brand success.
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What Brand Marketers Can Learn From Niche Agencies
No matter how big your brand or how sprawling your mission, you can learn a lot by listening to niche agencies’ experiences and lessons.
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B2B Influencers vs. Brand Advocates: What’s the Difference?
What's the difference between a B2B influencer and a brand advocate, and how can B2B marketers leverage them both?
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Don't Get Trapped by Data When Designing Your Brand Experience
Data is a fantastic tool, but algorithms don’t have the intuition to understand how your overall brand experience affects human emotions.
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A Brand Management Maturity Model, Part Four: Technology
Gartner estimates that most companies utilize only about 60% of the capabilities in their martech stack. This represents a huge untapped opportunity.
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How to Innovate Your Brand With Your Customers in Mind
Customer-driven innovation is the practice of pushing your brand in the direction that your customers want.
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Do We Still Need Brand Mascots?
Mascots punctuate the brand promise: they are “spokespersons” for that promise and they help customers and prospective buyers remember the promise.
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A Brand Management Maturity Model, Part 3: Process
DAM platforms improve brand management, but your efforts will go nowhere without formalized processes.
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What Does it Take to Lose a Customer?
Customers are willing to give a company a second chance following a poor experience, but they’ll rarely give it a third.
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A Brand Management Maturity Model, Part 2: People
It’s the human element that builds brands, and ultimately, creates business value.
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A Brand Management Maturity Model, Part 1: Strategy
Having a clearly defined strategic roadmap is the foundation to brand management success.
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