The advantages of going big are too appealing. Big brands tend to be trusted by funding institutions and therefore get to access funding more easily. In addition, they have the resources to hire the best talents and are exposed to a wider customer base. However, building a big brand is
Brand awareness is crucial if you want your business to stand out in a highly competitive atmosphere. Here’s why: the more people who know about you and your brand, the better your products will sell. One way to boost your brand awareness is by harnessing the power of social media.
Karen Tiber Leland is the Founder and President of Sterling Marketing Group, a branding and marketing strategy and implementation firm helping CEOs, executives and entrepreneurs develop stronger personal, business, and team brands. Karen is the best-selling author of eight books, which have sold over 350,000 copies and been translated into
Since settling in Detroit in 2012, Shinola has not only contributed hundreds of jobs to an unlikely Detroit renaissance, but it has also become a handy symbol of it. After buying more than a dozen Shinola watches last year, Bill Clinton said in a speech, “We need more American success
Your brand is one of your company’s most powerful assets. It encapsulates everything you want people to know about the business – what you value, what you stand for, and what you’re trying to do. Which is why brand extension can be such a stressful process. Using the strength of
During Brand Storytelling at Sundance 2016, we asked brand marketers and their agencies about the future of storytelling.
As interruptive advertising is increasingly turned off, brands are turning on to creating content with intrinsic value. There is a big story unfolding in the world of media, marketing and advertising. Many feel it is the beginning of a new era that will be enabled by technology but led by creativity. It’s an exciting time and we are happy to be playing our role in this unfolding story. I hope you will watch and let us know how you valued the show.
Not too long ago, Educational Institute didn’t have much need for a strong brand. But as the market for funding, recognition, academic talent and even student recruitment has started to heat up, the need has become critical. A strong brand and message can easily convert to higher enrollment, but with the current approach to education branding, it’s easy to see where many Educational Institute fall short. To build a stronger brand and improve student retention, follow these steps to develop a stronger brand and message.
As brands move away from interruptive messages and invest in content that people will find value in, they must demonstrate an ROI on that content. As this episode reveals, metrics for brand storytelling are less than established and far from standardized, but we’re getting there. Check out how major brands are approaching the metrics of storytelling.
One way advertisers must shift their strategy is to partner with creators whose influence can help promote their brand. Brands are really just beginning to figure this out, and the whole business of influencer marketing is just taking form. This chapter of our docu-series explores how brands can and should work with influencers. We take a close look at the challenges in doing so. Check it out!
In this episode, we talk with marketers from Dick’s Sporting Goods, Marriott International, and Mondelez. Each are producing a variety of stories, published on various platforms; from Snaps and Vines to long form documentaries, comedy, fantasy and scripted series. Stories of all shapes and sizes that are engaging audiences and endearing them to their brands. These brands have taken a bold step towards investing in content that consumers will find valuable and sharable.