Tag: Branding

06
Sep

How to Build a Brand the World Will Remember Tomorrow

This essay originally appeared on Percolate.

Brands want to be chosen by customers, and marketing as a discipline is aimed at increasing that likelihood. As a growing body of academic research shows, almost all customer purchases are at least partially memory-based. This means a critical priority in marketing and advertising is creating and reinforcing positive brand memories, associations that lead customers to buy. Multiple studies(1,2) show brand recall strongly correlates with brand selection, and is often triggered by in-the-moment needs. Strong brand and product memories translate to sales.

But how do executives ensure their teams are effectively marketing for memory? Here, a four step approach is recommended:Continue Reading..

15
Mar

Does Honesty Create Better Marketing?

[This post originally appeared on the Percolate Content Marketing Blog]

Over the summer of 2013, David Byttow, a former Google software developer, started building a mobile app to solve a problem he had. Byttow noticed he and the engineers he worked with were bad at giving each other feedback, and he wanted a way they could comment honestly on each other’s work without professional or personal backlash for saying something negative. Byttow wanted a way to tell the truth, without revealing who said it.

Eight months later, the most talked about content at SXSW 2014 wasn’t a flashy new tech launch, sharing economy roll-out or big-budget event activation: it was a SXSW feed from Byttow and co-founder Chrys Bader‘s two month old app, Secret, that aggregated and shared honest, anonymous feedback about the conference. The feed, coming on the back of Secret’s $10 million fundraising announcement, caused the app to jump more than 500 spots in the Apple app store rankings over the weekend, making Secret one of the fifty most downloaded social media apps, ahead of Foursquare and Facebook’s new Paper.

By itself, Secret is a noteworthy example of product design and community-building in an identity-conscious, mobile feature-unbundling world. But Secret isn’t alone. Its largest competitor Whisper also just raised venture funding, another addition to a Snapchat-led ecosystem of apps that help users create, share and consume content that’s genuine, unedited and in the moment. In fact, I see Secret, Whisper and Snapchat as part of a larger content and cultural trend centered around a key brand pillar: honesty.Continue Reading..