Decoding Modern Marketing: How To Create The Brand
Chapter 2 of this monthly series covers what marketers need to know about creating a strong brand in today’s world. Some of it is classic brand strategy, and some of it is about how the digital age has changed the role and composition of a brand.
If you ever feel overwhelmed and confused by everything going on in marketing, you are not alone. I can barely get through my first cup of coffee without being bombarded by articles about Facebook algorithms, programmatic buying, virtual reality, content marketing, and contextual marketing, to name just a few topics.
I run a digital ad agency and can barely keep up, so I know how people running brands must feel. That’s why I decided to write “Decoding Modern Marketing.”
Last month I outlined the strategic planning process every brand must go through. It covered what you need to know about your target consumers and competitors and the plans you should make. This month I cover what you need to know about creating a strong brand in today’s world. Some of it is classic brand strategy, and some of it is about how the digital age has changed the role and composition of a brand.
Either way, having a healthy brand is essential before you reach out to consumers for the first time, which I will discuss next month.