In today’s crowded marketplace of companies, ideas, and products, branding is critically important. People who do not yet know your organization will give you mere seconds of attention before moving on, so all your strongest branding elements need to be in place when the moment is right. While most marketers understand visual branding with images, colors, logos, and even with the written word, very few of us understand that it is possible to create (and own the rights to) your own sounds and music that align perfectly with your brand attributes.
Cybersecurity has never been of greater concern for businesses of all sizes and industries. It seems like every other week, there is news of another devastating data breach (i.e. Equifax exposing the personal information of 143 million Americans.) "Ransomware" such as WannaCry can lock down your system and prevent you from accessing your own files, while distributed denial of service attacks like the October 2016 cyber attack are capable of temporarily bringing down even tech giants like Twitter, Amazon, and PayPal. The challenge for any digital business today is combating these negative headlines.
So with the internet being the best it’s ever been, the ability to effectively communicate determines which businesses limp along and which become the thought leaders in an industry. After all, we live in a time where strategy, positioning, and messaging are almost more important than the very product or service you offer. Dollar Shave Club is the best example of this we’ve probably seen in recent. It was not the first company to sell razors, and they are not the best razors in the world -- but the company is worth billions of dollars and people love it. So, what gives?
We’ve all heard the phrase “love what you do and you’ll never work a day in your life,” but I struggled to understand this for much of my career. See, I started out working on TV shows and like most people, I loved what I did... until I didn’t.
It’s go-time, people. Aside from food, family, and football, businesses and consumers alike are preparing for one thing as Thanksgiving approaches -- sales. Black Friday, the day after Thanksgiving, is widely accepted as the “busiest shopping day of the year.” It marks the official start of the holiday shopping season and helps thousands of retailers across the country get back “in the red” with profits. However, with the advent of Small Business Saturday, Cyber Monday, and “doorbuster deals,” more and more retailers are expanding their sales beyond just Black Friday -- and not all consumers are happy about it.
Think about the factors that you chose to include on your resume. Anyone that is serious about landing a new job understands the importance of putting together a resume that accurately reflects his or her professional potential. While you want to include your education, your relevant experience, and your most noteworthy skills and abilities, it is important to find a way to set yourself apart. No matter how thick your card stock is, your resume is not going to get you noticed unless it incorporates some sort of indicator that you are the best fit for the position you're applying for. The same can be said for your business's value proposition.
How would you like to have a brand that inspires loyalty in its customers like Apple and Nike? These cult-like following certainly didn’t happen by accident. In The Culting of Brands: Turn Your Customers Into True Believers, Douglas Atkin (Head of Community at AirBnb) shows you how to extract the same principles major brands, religions, and actual cults use to get people excited about your brand and turn them into lifelong customers.
Building a brand marketing strategy doesn’t happen overnight. You have start somewhere. So what is the first step you should take in creating your marketing strategy? Where should you start? The answer: brand positioning.