Use Marketing Conversations to Build a Memorable Brand

Twenty years ago, a brand concept might have included a color and particular font so customers could recognize a company’s storefront. But today’s brand isn’t just external imagery and a few consistent words. The most powerful brands today are made of conversations taking place in every possible marketing platform. For consumer brands, think of Red Bull: The company is not satisfied with people thinking of its brand as just another energy drink. Not only is it meeting consumers online and in broadcast ads, but it also drive conversations about its daring image by sponsoring athletes to skydive from space. That activity gets people thinking about the brand, and more importantly, talking about it.

The current state of brand conversations

Brand conversations are often still too one-dimensional. After meeting the initial needs of the client, there’s typically no effort to evolve or change the client’s perception of the service provider. After all, marketing’s end goal is to get the client’s attention – so you’re already failing if you’re not doing anything bigger with that interest in mind.

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