Strategy is one of those words that gets thrown around a lot. Too much. Especially when it comes to marketing.
A few months ago I saw a random tweet pop up on my feed that has stuck with me – for negative reasons. It was a quote from a presenter at a digital media conference that said something along the lines of, “Great storytelling is the future of marketing.”
Personalization in email and print marketing campaigns is becoming increasingly popular. Statistically, consumers are more likely to open your email or mail piece if it’s addressed specifically to them and not a generic “Dear Sir.” This all sounds like a total win for marketers, right?
I have a friend who overcomplicates everything. If I text him about doing something, I’ll periodically get an answer back that looks like this:
We all want to be the Disney’s, the Apple’s, and the Beyonce’s (yes, Beyonce is a brand). We want our brand to be strong, timeless, and relevant, even if it is on a smaller scale than some of the brand kings. The idea to then take our brand and rebrand is deeply personal and should not be taken lightly. Plenty of companies have tried—and failed—at a rebrand. And others have come out on the other side with something stronger and better than ever. The key is to make sure you adhere to a few golden rules when considering refreshing your brand.
We don’t attend them too frequently, but a couple of us recently made it to trade shows – and we had some observations.
I’ve sat on the other side of the desk. The one with you on one end and an outside marketing group at the other. And believe me, I’ve done a lot of internal eye rolling.