Brandingmag

It's time we acknowledged the true economic potential of the brand. Read this piece by Ian Humphris, founder of NOKAMO Consulting, a strategic and creative consultancy that specializes in strengthening established brands and crafting new ones: https://bit.ly/4d4pLYP #branding #creative

Brand storytelling revolves around establishing an emotional connection with your audience. Meanwhile, establishing your thought leadership by blending emotion with expertise elevates your brand’s impact. It’s no surprise that renowned brands such as Adidas, Nike, Patagonia, and On have been combining these elements throughout their strategies to better engage authentically with their audiences. Read this insightful article from Willem Haen, renowned brand leader, and level up your game: https://bit.ly/3W6DmJK

We second this notion 🖤 Nothing compares to being built on integrity.

Our editor-in-chief recently began divulging not only how she thinks but how she perceives and consults on brand communications in a series entitled "Think Editorial". If you’re looking for immediate answers and gains or quick wins and fixes—if you’re someone that likes to reduce everything to a quantifiable number—then this newsletter is *not* for you. If, however, you like to think things through in search of the root, understand how they relate to humanity or society, get a bit philosophical but ever-so-practical about branding and, more specifically, the communicative aspect of it, then this newsletter was *made* for you. Sign up here to get Flavia's strategy and mindset delivered to your inbox first:

Sometimes the most inspiring stories come from long-time competitors. Netflix, long known to be a streaming service juggernaut, recently recognized Fortnite's strength and innovation in its product design and marketing approach that it has used to beat its competitors.  One key lesson learned? Don’t silo your brand. As our contributor Todd Irwin explains, we can all learn from Fortnite’s strategy of creating a unified experience by combining gaming, social media, and streaming into a single ecosystem powered by its parent company. As Fortnite shows, launching an inviting and relevant product that helps to de-position competitors can make all the difference in achieving success. https://buff.ly/3PDO5b7 #branding #productdevelopment #growthstrategy #brandstrategy #depositioning

Creating a great brand experience goes beyond visuals; it starts from the very first interaction your audience has with it. That's why voice branding is so important. A great example is Phoebe Ohayon's approach to voice branding, which focuses heavily on understanding how an audience perceives a brand. Investing time to thoroughly analyze a brand's why, how, and what can help shape a unique and memorable brand voice that resonates with its audience. #brandexperience #brandvoice #AI #tech #branding

Instead of abstract messaging, Nick Barthram wants brands to show their audience the dramatized details of the thing–make them feel the journey that the innovation has taken you on. Make them think ‘they must’ve worked really hard to get here’. Show the audience they’re dealing with a passionate organization driven to detail and precision, not an average run-of-the-mill probabilistic approach. It’s these dramatic details that make an accessible brand build loyalty and customer relationships over time. #branding #brandbuilding #innovation #storytelling #marketing

Data and algorithms have their place in marketing, but so do human connections.  Megan Prejzner suggests that as you embark on developing your next marketing strategy, remember that it should be centered around humans, not just data. Balancing data with human insights allows for informed decisions and creativity, and helps to foster authentic connections, build trust, and drive customer engagement. Relying on human intuition and understanding is key to creating experiences that differentiate your brand from the competition. https://buff.ly/3risxHG #marketingstrategy #datadrivenstrategy #humanconnections #authenticity

Brand leaders often make the mistake of blowing with the political wind, but what they don't realize is that a CEO's tenure (on average) is much longer than any politician's. And that their employees are probably much more in tune with what their communities need than some of the "highest" government representatives. Less burdened by public pressure, employees are replete with insights as to what culture and society expect from both their local and global brands when it comes to environmental, social, and governance (ESG) efforts. Not to mention they're more likely to walk out because of their employer's inconsistent commitments to such matters than they ever were before. And don't make the mistake of thinking this is a generational thing. One study found that forty percent of over 55’s say they’ve snubbed an employer who wasn’t taking their ESG commitments seriously. So, don't just hear them. Listen to them. Follow them. Let them partake in laying your organization's path to its ESG goals.

They say it's all in a name–and when it comes to creating a memorable and trustworthy brand, sound symbolism, letter patterns, palindromes, and more play an important role in building the ideal brand identity. Learn the science of a perfect brand name, and protect that intellectual property. https://buff.ly/3ZkUriU #brandstrategy #intellectualproperty #brandnaming #linguistics #creative