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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Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.