Watching Mad Men over the weekend made me think of the differences between then and now. In the 60s, advertising was so about running campaigns – perhaps the same year after year. Consumers had few options for their media. And little control.
No longer is it enough to create a logo and take out a few ads. They don’t work. Your customers have complete control over the media they choose. And an infinite variety of choices. So many that it’s often easier NOT to make a decision. Always easier to put a decision off for another day. Or after more data. More analysis. Problem is, more data makes a decision that much more difficult. There’s a point where too much information becomes a hinderance. When that happens – either customers choose the tried and true. Or nothing at all.
That makes it difficult for you to attract new customers if you’re not the tried and true default. What to do, you say? Create a brand so compelling it rises above the clutter. Make your brand the easy choice by knowing exactly what you stand for and what pain points your customers face that you address better than anyone. Then design a brand experience that wows and delights your customers that they keep coming back for more. You have to become crystal clear on this point. You have to know how you stack up to your key competitors and where you can gain the advantage.
Then you need to develop engaging campaigns, conversations that engage with your prospects, build trust and turn them into customers. That’s where a compelling, consistent brand image helps. It visually ties everything together, creating a snapshot in the mind of who you are and why you matter. When you’ve successfully done this, you’re poised to win in a brand 2.0 world.
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