Brand essence seems to have gone out of fashion. It feels like it’s been replaced and even upstaged by the ever-popular brand purpose. But brand essence is a powerful brand asset that shouldn’t be overlooked. This post shows why brand essence has the potential to help you scale your brands in existing markets and beyond.
While we spend our days at Emirates NBD trying to make our customers’ lives easier, marketing is becoming anything but. Caught between revenues that are hard to find, elusive budgets and ever more demanding customer expectations, the rules of the game refuse to sit still. Furthermore, brands are competing harder than ever to be heard, understood and loved by their audiences.
Brands operate at a perceptive level. They create appeal, draw customers in, generate demand and plant expectations in customers’ minds that are largely driven through the promises made by the brand. The purpose of customer experience management is to make sure the organization can deliver on that promise.
The airline industry is competitive and dynamic. It is characterized by fierce competition, high costs and low margins, which means our brand experience is a key point of competitive advantage. Read More
To successfully integrate digital channels into the overall brand experience, marketers need to understand which channels and what type of content perform. According to a McKinsey (2014) report, 7 over the next five years, digital advertising will be the fastest-growing advertising segment, with projected compound annual increases to 2018 of 15.1 per cent, compared with 5 per cent for TV (including advertising, out-of-home advertising and cinema).
Understanding your competitors is a key part of brand positioning. You’re probably thinking this is a painfully obvious thing to say. You’re correct. It is. But most organisations define their competitors based on the category they operate in. This can be a dangerous oversimplification.
When the Chief Marketing Officer mentions brand values in the boardroom they can be treated with disdain. Eyes roll. Disparaging glances are passed. Brand marketing mumbo jumbo. Nothing could be further from the truth. Brand values are important. They are powerful brand assets. This post explains why.
A surprising number of brands have values that are about as useful as a chocolate fireguard. Seriously. They do. Unfortunately, this only becomes apparent when brands try to bring their values to life via the experiences they want to build. Things grind to a halt because their brand values simply don’t work. All is not lost. Executives that do a good job of creating great brand values articulate values that are unique, specific, active, deliberate and balanced. This post will show you how to do the same.
Wavelength’s Darren Coleman was invited to outline how B2B services brands can deliver emotionally charged brand experiences at the B2B Conference 2016 CXcellence, London. Brand, experiences and emotion are three areas most B2B brands struggle with, so this was seen as a topic that would hit the spot.
The best brands don’t compete based on what they do. They compete based on how they do what they do. This boils down to their brand experience. Savvy brand marketers use customer journey maps to explain the experiences they want to deliver. Are you in that club?