Post by account_disabled on Oct 7, 2023 22:35:50 GMT -5
I’ve talked about the Law of Double Jeopardy before: the brands with the most customers also get bought more often by the customers they have. Why is that? Because the brand’s salience makes it top-of-mind for relevant buying situations. The brand becomes synonymous with the want. You want a cola, you think of Coke.
This is called “brand fame,” and the best brands of 2021 made it their primary goal. Fame is “awareness at scale,” or, making sure everyone interested in your category has heard of your brand and thinks of it quickly whenever they’re in relevant buying situations. LinkedIn’s recent Brand to Demand study found companies that achieve fame also experience 2.2x better business results.
In 2022, achieving brand fame will be Phone Number List what separates the best from the rest. And remember: brand fame isn’t necessarily the same as general awareness. What matters isn’t how big your potential audience is; what matters is how readily that audience thinks of your brand when they think of what you’re selling.If you can achieve brand fame, you could become so ubiquitous with your category that you become the “face” of it, and customers won’t even think about other products. “Kleenex” is a brand name, but it’s also what most people call face tissues these days. And remember what happened when “The Quarrymen” left Liverpool in 1960?We learned a lot about the new standards for brand marketing from 2021, but we’re going to learn even more in 2022.
Finding this angle allowed us to demonstrate not only that we understood our audience and the pain points they faced, but that we had actually, authentically cared enough about those pain points to do something about them. Once the audience understands that you authentically share their values, they will want to listen to what you have to say.The Real Faces of Sales campaign stemmed from an authentic belief: salespeople unfairly get a bad reputation. The purpose of the campaign, therefore, was to combat that belief. We didn’t stop there, however. To make an impact, we knew that the campaign had to demonstrate to our audience why they should care about combating the bad reputation of salespeople. Our ability to demonstrate that relevance authentically would make or break the brand campaign.
This is called “brand fame,” and the best brands of 2021 made it their primary goal. Fame is “awareness at scale,” or, making sure everyone interested in your category has heard of your brand and thinks of it quickly whenever they’re in relevant buying situations. LinkedIn’s recent Brand to Demand study found companies that achieve fame also experience 2.2x better business results.
In 2022, achieving brand fame will be Phone Number List what separates the best from the rest. And remember: brand fame isn’t necessarily the same as general awareness. What matters isn’t how big your potential audience is; what matters is how readily that audience thinks of your brand when they think of what you’re selling.If you can achieve brand fame, you could become so ubiquitous with your category that you become the “face” of it, and customers won’t even think about other products. “Kleenex” is a brand name, but it’s also what most people call face tissues these days. And remember what happened when “The Quarrymen” left Liverpool in 1960?We learned a lot about the new standards for brand marketing from 2021, but we’re going to learn even more in 2022.
Finding this angle allowed us to demonstrate not only that we understood our audience and the pain points they faced, but that we had actually, authentically cared enough about those pain points to do something about them. Once the audience understands that you authentically share their values, they will want to listen to what you have to say.The Real Faces of Sales campaign stemmed from an authentic belief: salespeople unfairly get a bad reputation. The purpose of the campaign, therefore, was to combat that belief. We didn’t stop there, however. To make an impact, we knew that the campaign had to demonstrate to our audience why they should care about combating the bad reputation of salespeople. Our ability to demonstrate that relevance authentically would make or break the brand campaign.