11-D Marketing’s Post

If you are reading any articles on Marketing this week, let it be this one. According to this recent report by Kantar, today's CMOs face greater challenges than ever before when it comes to driving growth, as competition and channel fragmentation continue to raise the bar on consumer engagement. Against this backdrop, it has become crucial for brands to focus on building and maintaining brand equity as a foundation for long-term success. How do you do that? Here are 3 tips: 👉Develop a brand strategy: Starting by defining your brand and communicating its unique selling propositions effectively. This includes establishing clear brand values, personality, tone of voice, and visual identity, which will help you to differentiate your brand from competitors. 👉Consistently deliver quality products or services: Every interaction with your customers is an opportunity to build brand equity, so it’s important to ensure that you consistently deliver high-quality products or services that meet or exceed customer expectations. 👉Build an emotional connection with your audience: People often make purchasing decisions based on emotions rather than logic, so creating a story around your brand, and engaging your audience's emotions through your messaging, can help to establish an emotional connection that drives brand loyalty. Read article here: https://lnkd.in/gjC3nJYJ

CPG Brand Marketers with big aspirations but limited bandwidth: When you’re running fast and lean, keeping all the balls in the air, you might not think ensuring your brand positioning is rock solid is remotely as urgent as what's blowing up in your face TODAY. I get how you might think "𝘐𝘯 𝘮𝘺 25 𝘩𝘰𝘶𝘳 𝘥𝘢𝘺, 𝘪𝘴 𝘵𝘩𝘪𝘴 𝘙𝘌𝘈𝘓𝘓𝘠 𝘴𝘰𝘮𝘦𝘵𝘩𝘪𝘯𝘨 𝘐 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘵𝘢𝘤𝘬𝘭𝘦 𝘳𝘪𝘨𝘩𝘵 𝘯𝘰𝘸?"  I’m here to tell you Yes. Yes it is.   And in a market changing faster than ever, with more competition than ever, it’s even more critical. Regardless of company size, time in market or budget, nailing your brand's positioning--its reason for being-- is what creates differentiated value for your customer, which is the key to sustainable growth. 𝗛𝗲𝗿𝗲'𝘀 𝟱 𝗿𝗲𝗮𝘀𝗼𝗻𝘀 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝗠𝗮𝘁𝘁𝗲𝗿𝘀: 🎯  Your brand is the ❤️ and soul of your company. A strong brand has roots far deeper than a logo, color scheme or catchy tagline. It's the way customers connect with your values, and remember you. 🎯 A well-crafted brand position is a Differentiator. In a crowded, fragmented or fast evolving market (hello, now), carving a distinct identity that resonates with your target consumer helps them cut through the noise to find you….it’s meant to be! 🎯 Consistency builds Trust & Credibility. Using your platforms to constantly reinforce your brand's position--or rightful place in the consumers' world-- will create loyal advocates, not just dabblers. 🎯 Clarity to Guide  Choices: A clear brand strategy serves as a compass to guide you with the choices and decisions you face daily and keeps you on the right path, from new products to campaigns, partnerships and channels. It’s a short-term win that also pays dividends down the road. 🎯 Well Positioned Brands Create Value: There's plenty of evidence in the History of Marketing that a strong brand increases the perceived value of your products, so you can command a higher price. It’s called Equity! So while you’re multitasking in a meeting as you read this, tell me:   𝙄𝙨 𝙮𝙤𝙪𝙧 𝙗𝙧𝙖𝙣𝙙 𝙋𝙤𝙨𝙞𝙩𝙞𝙤𝙣 𝙨𝙩𝙧𝙤𝙣𝙜 𝙖𝙣𝙙 𝙙𝙞𝙨𝙩𝙞𝙣𝙘𝙩 𝙚𝙣𝙤𝙪𝙜𝙝 𝙩𝙤 𝙬𝙚𝙖𝙩𝙝𝙚𝙧 𝙩𝙝𝙚 𝙨𝙩𝙤𝙧𝙢𝙨 𝙤𝙛 𝙩𝙤𝙙𝙖𝙮’𝙨 𝙢𝙖𝙧𝙠𝙚𝙩? If you're ready to make that happen, let's talk! #brandbuilding #brandstrategy #insights #growth ---- I'm Elizabeth, and I help consumer marketing leaders harness strategic insights to fuel brand growth and market impact. DM me to talk Insights, Trends, and Insight-driven Growth Strategy.

Many people think that choosing a single approach to measuring brand awareness is the best strategy. They gravitate towards specific metrics, like click-through rates or social media engagement, believing these are the only indicators of success. This mindset can encourage a narrow focus, overlooking the bigger picture of brand perception and overall impact. However, relying solely on one metric can lead to misleading conclusions. For instance, a high click-through rate might feel like a win, but if those clicks don't convert into meaningful interactions or sales, are we really achieving our goals? On the flip side, some brands shift towards a more comprehensive approach, tracking a wide array of metrics to gauge their brand's presence. While this sounds fantastic, it can often lead to analysis paralysis, scattering focus on too many indicators and making it hard to discern what really drives results. So, what if we strike a balance? Combining the precision of key performance indicators (KPIs) that align with your objectives, like click-through rate, and broadening your view with qualitative metrics such as brand recall can provide a more holistic perspective. Here’s how you can implement this balanced approach: 1. Set Clear Goals: Determine what you genuinely want to achieve with your marketing efforts. 2. Choose a Select Few KPIs: Focus on 3-5 critical metrics such as CTR, brand recall, and share of voice that align with your objectives. 3. Incorporate Qualitative Insights: Engage with your audience through surveys to gauge brand perception and customer loyalty. 4. Monitor and Adjust: Regularly review your metrics and be agile enough to pivot your strategy based on results. Balance is key! It's vital to harmonize quantitative data with qualitative insights for a richer understanding of your brand's performance. What metrics have you found most useful? Share your thoughts below!

For brands, it’s vital to keep an eye on what’s trending and distinguish between what’s popular at the moment and what might stick around for the long haul. These are the key market trend shifts that may have a long-term influence on brand positioning: https://bit.ly/3Ohgcf2 #marketing #MarketingStrategy

💡 Understanding Brand Equity: Importance and Effective Strategies Brand equity is more than a buzzword—it measures your brand’s value in the marketplace. A strong brand can elevate customer loyalty, enhance market position, and drive long-term success. Our latest guide breaks down how to build and leverage brand equity effectively. Key insights include: 📈 How brand equity influences customer perception and buying behavior 🔍 Steps to strengthen brand value through consistent messaging 🎯 Strategies for monitoring and increasing brand equity over time For brands looking to create lasting impact, "Understanding Brand Equity" offers essential strategies to help you grow and protect this valuable asset. 👉 https://lnkd.in/gvNCUn79 #BrandEquity #BrandStrategy #CustomerLoyalty #MarketingInsights #AsymmetricMarketing #BrandValue #BusinessGrowth #DigitalMarketing

Struggling with balancing short-term gains against long-term brand value? You are not alone—many leading brands face this challenge. Learn how brand building and performance marketing can synergize effectively in our latest blog. With the right metrics, you can boost returns on both. Discover strategies that bring immediate results while nurturing enduring brand equity with examples and case studies from leading global brands. Read the full blog here: https://bit.ly/3xZeY38 #BrandEquity #BrandStrategy #MarketResearch

Struggling with balancing short-term gains against long-term brand value? You are not alone—many leading brands face this challenge. Learn how brand building and performance marketing can synergize effectively in our latest blog. With the right metrics, you can boost returns on both. Discover strategies that bring immediate results while nurturing enduring brand equity with examples and case studies from leading global brands. Read the full blog here: https://bit.ly/3xZeY38 #BrandEquity #BrandStrategy #MarketResearch

🌟 Unlock the power of brand equity! Ever wondered why some brands have that special allure? It's all about that extra oomph - brand equity. It's the asset that boosts sales, wins hearts, and keeps customers coming back for more. From brand awareness to top-notch quality, every detail counts in building that trust and value. 💡 The key ingredients? Clear brand identity, unwavering consistency, and unforgettable customer experiences. But watch out for pitfalls like negative perceptions and the fast-paced digital game. Stay sharp, stay relevant. https://lnkd.in/gvNCUn79 🏆 Mastering brand equity isn't just a trend – it's a must for long-term success and staying ahead in the fierce market competition. Ready to elevate your brand game? #BrandEquity #MarketingStrategy #CustomerExperience

Post 5: Conclusion: The Enduring Importance of Brand Marketing In conclusion, while performance marketing has its place, brand marketing remains the cornerstone of successful marketing strategies. The case of Nike and the success of brands like On Sneakers, Patagonia, and Apple highlight the importance of building a strong brand identity and fostering emotional connections with consumers. As marketing trends continue to evolve, the enduring importance of brand marketing will remain a constant, ensuring that brands can thrive in the long term. In a crowded market, clearly communicating what a brand stands for and building communities through strategies like storytelling and community building are essential for success. Consumers today are not just looking for products; they are seeking brands that align with their values and lifestyles. By focusing on brand marketing, companies can create a strong emotional bond with their customers, turning them into brand advocates who not only purchase products but also spread positive word-of-mouth. Community building is a powerful tool in today's marketing landscape. Brands that foster a sense of belonging and create spaces where customers can engage, share experiences, and feel valued are more likely to build lasting loyalty. This can be achieved through various means, such as social media engagement, loyalty programs, and customer events. By creating a community around their brand, companies can ensure that their customers feel a sense of ownership and pride in being associated with the brand. Moreover, brand marketing allows companies to differentiate themselves in a competitive market. With so many options available, consumers are more likely to choose brands that have a clear and compelling identity. By communicating their unique value proposition and standing for something meaningful, brands can attract and retain customers who resonate with their message. The future of marketing lies in striking a balance between the immediate gains of performance marketing and the long-term benefits of brand marketing. By doing so, brands can create lasting connections with consumers and build a loyal customer base that will stand the test of time. In an era where consumer attention is fragmented and choices are abundant, the brands that focus on building strong, emotional connections will be the ones that thrive. #BrandMarketing #MarketingStrategy #LongTermSuccess #ConsumerLoyalty #FutureOfMarketing #Storytelling #CommunityBuilding #EmotionalConnection #BrandIdentity #CustomerEngagement #BrandAdvocacy

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝 𝐌𝐨𝐦𝐞𝐧𝐭𝐮𝐦 𝐌𝐮𝐬𝐭 𝐁𝐞 𝐄𝐯𝐞𝐫𝐲 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫’𝐬 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐲 𝐢𝐧 2025 As 2025 approaches, the marketing landscape is more crowded, competitive, and change-driven than ever. With countless brands vying for consumer attention, the question isn’t just how to grow, but how to stay relevant in an environment that demands agility. Yet, many brands still rely on outdated metrics that fail to capture the pulse of consumer sentiment and brand health. The New Year is a good opportunity to shift the focus from static growth metrics to something far more dynamic: Brand Momentum. 𝐖𝐡𝐚𝐭 𝐓𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐌𝐢𝐬𝐬 Many brands focus on metrics like brand awareness, engagement, and quarterly revenue, which, while important, only capture fragments of a brand’s health. What they miss is the holistic view of a brand’s trajectory—where it’s headed and how fast. This is why the Brand Velocity Score (BVS), the core of the Brand Momentum framework, is invaluable. BVS isn’t just about where your brand is today; it’s about where it’s going, and that future-focused view is something every senior marketer should have in their toolkit. 𝐖𝐡𝐲 𝐁𝐕𝐒 𝐢𝐬 𝐄𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥 𝐟𝐨𝐫 2025 1. Consumer Dynamics are Evolving Rapidly: Today’s consumers expect brands to stay relevant, adapt, and anticipate their needs. BVS helps marketers track this alignment over time, giving them insight into whether their brand is moving in step with consumer expectations. 2. The Risk of Stagnation is Real: In a world where a single social trend can disrupt entire industries, brands that ignore momentum risk falling behind. BVS provides an early warning system for brands, signalling when engagement and loyalty are starting to wane. 3. Surpassing Competitors: Brands that manage momentum effectively can respond quickly to market changes, gaining a competitive edge that’s tough to beat. 𝐊𝐞𝐲 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬 𝐚𝐧𝐝 𝐭𝐡𝐫𝐞𝐚𝐭𝐬 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬 𝐚𝐫𝐞 𝐥𝐢𝐤𝐞𝐥𝐲 𝐭𝐨 𝐟𝐚𝐜𝐞 𝐢𝐧 𝐭𝐡𝐞𝐢𝐫 𝐪𝐮𝐞𝐬𝐭 𝐟𝐨𝐫 𝐛𝐫𝐚𝐧𝐝 𝐠𝐫𝐨𝐰𝐭𝐡 𝐢𝐧 2025: There are multiple challenges and threats facing brands in 2025 that highlight the need for businesses to be agile, consumer-focused, and future-ready, integrating resilience into their growth strategies for sustained success in 2025, these include: - Consumer expectations and rapidly changing preferences. - Increased market saturation. - Economic instability. - Data privacy and compliance requirements. - Technological advancements and adaptation. - Sustainability demands. - Brand authenticity under scrutiny. - Emerging competitors and market disruptors. - Digital fatigue. - AI-Driven brand shifts. You can read more about these 10 key threats and challenges in the full article on my website https://buff.ly/40VkCzp Have you got any other challenges on you plate? If so, drop them in the comments below. #BrandMomentum #BrandGrowth #Marketing