MANILA, Philippines – What do household names such as Red Bull, Nike, and Dove have in common?
Great branding, says hundreds of the world’s top marketing practitioners.
They have cut across the sea of competitors by having a solid, timeless story. We’re all familiar with Dove’s Real Beauty campaign and Nike’s tagline “Just Do It.” At the same time, these brands have kept things fresh for a generation of consumers who are pickier and more critical than ever about their advert consumption. One way they’re doing that is through social media.
“Social media may well be one of advertising’s greatest saviors,” said Simon Kemp, Regional Marketing Partner for We Are Social Asia. It’s this kind of disruptive thinking is what keeps brands relevant and successful.
So what are great brands doing right? Here’s a sneak peek of what Kemp has in store for #ThinkPH, based on a study done by We Are Social in partnership with the World Federation of Advertisers.
1. Great brands seek long-term change
“If you nail purpose down to its absolute core, it’s about what the brand does to make things better, and therefore it’s not just about making better things. Brands need to be making a difference if they’re going to succeed long-term,” Kemp said in an interview with Michael Leander.
The best brands don’t just offer good products – they rally to change our perception of the world.
2. They involve, not interrupt
A persistent commercial that cuts into your favorite program is an example of interruption, and nobody likes that anymore. Instead, what works these days is bringing in customers to help create the brand story, such as through crowdsourcing.
Kemp said, “A brand that involves its audience in the co-creation of value is much better placed to succeed both in terms of engagement, but also in terms of creating actual value offerings that have meaning.”
3. They empower consumers
Advertising doesn’t just happen in billboards, commercials, and print ads. Great brands help people help themselves. They deliver value in every transaction and interaction, whether it’s through giving advice through social media or going the extra mile to keep customers happy. When a brand shows that they care about their customer’s needs, people care more about the brand. That’s stronger than any marketing copy out there.
Hear more from Simon Kemp at #ThinkPH 2016, happening on July 21 at Resorts World Manila, Newport Performing Arts Theater. Book your tickets now. – Rappler.com
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