Big
Thinking
Has your brand adapted to the new marketing model?
The traditional marketing and branding model is changing. The standard model was a "one-to-many" proposition, where you try to get your message to as many people as possible.
Focus on the customer’s experience to build your brand
There's been a powerful shift in control over the past eight years or so. Marketers used to be in control. They would shape advertising campaigns to influence how consumers viewed their products or services.
Inside out branding
Most companies have focused their attention on the most visible aspects of a brand: the logo and tagline, the carefully crafted advertising campaign, or the cool web site that was just launched. But, the brand is still about what's under the surface.
The brand bond
We all have relationships with brands. During branding workshops, I ask participants to name the brands they've encountered so far that day. Participants often mention some of the same brands: Starbucks, Crest, Apple, Dell, Toyota, BP, Google, and Pepsi.