In the mosaic of the modern market, simply offering a product is not enough. Engaging consumers on a deeper, emotional level is essential for a brand’s survival and success. Timeless brands understand that a lifestyle is more than just a product; it’s everything the consumer does- where they eat, the hotels they book, the culture they absorb- lifestyle is a state of mind. In the new MATTE OpEd: “It’s Not Just A Company, It’s A Lifestyle”, Ann Binlot deconstructs the art of how companies expand their reach through the creation and curation of branded lifestyles.⸻ Read the full editorial below: https://lnkd.in/gkHpd5SV
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Leading Business Change through Strategic Guidance and Insightful Solutions. Talks about #Change #Culture #Leadership #Strategy #M&A #Risk #ESG
What a morning with Gemma Gilbert at Careys Manor Hotel & Senspa talking about the importance of emotions and feelings in Brands. ❤️ A summary of our chat: ✨ Emotions are the bedrock of Brand, influencing human connections and choices. They imbue experiences with memorability, fostering lasting impressions for consumers. Emotional ties can create brand loyalty, with connected customers remaining as fans even amid fierce competition. In the marketplace noise, emotions aid in brand differentiation, developing unique identities in consumers' minds. ✨ Emotions and feelings guide decision making, often outweighing rational factors. Trust and authenticity flourish in emotionally resonant brands, nurturing long(er) term relationships. Engaged customers become brand advocates and this fuels organic growth through networks. Lastly, emotional bonds strengthen brands, offering resilience in challenging times, which many in the hospitality industry are experiencing. Ultimately, emotions humanise brands, giving rise to increased relatability, trust and success through meaningful connections. In this digital first world, it seems that human connectedness and feelings matters even more. We discussed the Ozan Karakoc quote, ‘A brand is as successful as its ability to trigger a ‘feeling’ in its customer’s heart. A brand, which is associated with a unique concept is more likely to be remembered, loved and purchased.” In Gemma’s view…. ‘I think this is true for all relationships, whether that’s the relationship with your team, your friends, your family or the supermarket you do your food shop in. Whether you know it consciously or not, it’s the way it makes you feel that keeps you coming back’. What are your thoughts on the importance of emotions and feelings in brands? I would love to hear your comments below 👇🏻 ❤️ #LeadingBusinessChange #BrandBuilding #Feelings #BrandValue
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Matching your ambition for growth with strategic, crafted, brand identity and packaging design | Your design partner | Brand expert | Author of Brand-ready to scale?
Customers are drawn to companies that align with their values. Your product, synonymous with high quality, represents an aspirational purchase. In today's dynamic market, aspirational customers seek more than just products; they crave experiences and connections. 🌟✨ Picture a typical customer, a professional valuing brands aligned with her priorities – sustainability, healthy living, well-being, aesthetics, and creating a beautiful living space. 🌿💚 This growing segment of conscious consumers prioritises brands that share these ideals. To capture the attention and loyalty of customers like this, it's vital to craft a brand story that deeply connects with these aspects of their lives. Let's explore the art of creating a brand experience that resonates with shared values and elevates the connection with your audience. 🚀💡 🔗 If you'd like to read more about crafting a brand experience, click on the link in my bio to get access to free resources. #BrandValues #ConsciousConsumers #AspirationalLiving
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Marketing Practitioner | Social Media Strategist | Skilled in Marketing Campaign Strategies and Execution | Content Creation | Focused on Driving Performance and Growth | Adapt at Organic Growth and Community Management
5x your brand positioning using the before-and-after rules. Crafting a compelling brand positioning strategy is primary for businesses aiming to stand out in today's crowded marketplace. Employing the "Before-After" rules can exponentially elevate your brand's presence, resonate with your target audience, and foster long-term loyalty. Let's go through how this strategy has transformed renowned brands, catapulting them to success. #1: Identify pain points and solutions Before: customers struggled to find reliable transportation options in busy urban areas. After: Uber revolutionizes urban mobility, providing convenient, on-demand transportation at the touch of a button. #2: Highlight transformational experiences Before: Coffee is merely a beverage for caffeine intake. After: Starbucks transforms coffee consumption into a luxurious, experiential journey, offering a third place beyond home and work. #3: Emphasize Emotional Impact Before: Buying shoes was a mundane necessity. After: TOMS Shoes sparks a movement, turning every purchase into a philanthropic act, creating a world where every pair of shoes makes a difference. #4: Focus on customer empowerment Before: Makeup is about covering flaws. After: Glossier, Inc. empowers customers to embrace their natural beauty, fostering a community where skincare and makeup routines are acts of self-care and self-expression. #5: Offer clear differentiation Before: Hotel accommodations are impersonal and uniform. After: Airbnb disrupts the hospitality industry, offering unique, personalized stays that celebrate local culture and community. By implementing the "Before-After" rules, these brands transcended conventional norms, resonating deeply with consumers and solidifying their positions as industry leaders. Through innovative storytelling, customer-centric approaches, and a relentless focus on transformation, these brands elevated their identities, setting new standards for success.
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Matching your ambition for growth with strategic, crafted, brand identity and packaging design | Your design partner | Brand expert | Author of Brand-ready to scale?
Customers are drawn to companies that align with their values. Your product, synonymous with high quality, represents an aspirational purchase. In today's dynamic market, aspirational customers seek more than just products; they crave experiences and connections. 🌟✨ Picture a typical customer, a professional valuing brands aligned with her priorities – sustainability, healthy living, well-being, aesthetics, and creating a beautiful living space. 🌿💚 This growing segment of conscious consumers prioritises brands that share these ideals. To capture the attention and loyalty of customers like this, it's vital to craft a brand story that deeply connects with these aspects of their lives. Let's explore the art of creating a brand experience that resonates with shared values and elevates the connection with your audience. 🚀💡 🔗 If you'd like to read more about crafting a brand experience, click on the link in my bio to get access to free resources. #BrandValues #ConsciousConsumers #AspirationalLiving
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I often refer to successful brands as Living Brands. But what exactly is a Living Brand? It's the idea that brands are like living organisms, with their own personality, voice, and purpose. It’s about creating an ongoing narrative that extends beyond goods and services. Living brands tell a story that resonates with their consumers on an emotional level. They build a relationship that sustains repeat business over time. Why does this matter? Simply put, emotions drive decisions. If people feel nothing for your brand, they'll choose whoever offers them the lowest price. If people associate positive emotions with your brand, they’ll choose you each time. That's the power of building meaningful connections through living brands. It sounds simple enough. But is it really? #Branding #BrandStrategy #BrandDevelopment #LivingBrands
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Why must brands understand emotional drivers of consumers? Answer below... At the end of the day, understanding emotional drivers is about creating deeper, more meaningful connections with your customers. It's about seeing them as human beings with complex needs, desires, and motivations. And it's about crafting a brand experience that meets them on that level. "If you want to, as a brand, have a real relationship, there is something about emotionally connecting with people, at a deeper level, so that you have a more long-lasting, sustainable relationship," Isabelle Landreville said. In a world where authenticity and connection are increasingly rare and precious commodities, the brands that master this will be the ones that not only survive but thrive. Read more about emotional drivers here: https://hubs.li/Q02yBSXH0
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A brand is a reflection of our world. Brands aren’t perceived in silo – they’re perceived in relation to the world around them. And if you aren't attuned to this world, you'll start to reflect an outdated one. Because a brand's identity, value, and how it’s perceived are all shaped by the environment, culture, and society it exists in. This means understanding what’s going on in your world is key. This will guide you to where your customers will be in the future. Their mindset, their opinions, their values. For example, in the wake of the pandemic, people are still missing connection. You can see more communal art pieces made by different people coming together. You can see more companies leading the co-working revolution. You can see smaller, intimate festivals starting to emerge. So when it comes to your brand, you need to understand these tensions. What do people care about? What movements are bubbling beneath the surface? What values are emerging? The brands that win are the ones that stay attuned to these influences. The ones that keep adapting. You’ve got to be one step ahead. It’s like when a wave crashes. You either surf it, or you’re swept under. A good surfer is so attuned to the ocean that they are one with it. They know that a wave is fluid. Ever changing and always moving. They know that they can’t control it, but they can use it to guide their course. Keep observing, then keep adapting. 🌊 #brands #brandstrategy #brandculture #culture #brandstrategist #strategy
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Which city is this? We have been exploring brand image and how it enters into consumers consciousness when distinguishing between offers using city brands. This is city brand #3. Do you know which city it is? #brandstrategy #brandimage #brandidentity #independentconsulting
City brands: brand image
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It's time to embrace the era of Living brands. We're fervent believers in crafting living brands: In our perspective, every brand is either digital or on the path to becoming digital. To stay consistently relevant, you require a system that's dynamic, anticipatory, and capable of seamlessly adapting to your every move. The best CMOs grasp this truth: The era of static brands and rigid brand books is behind us . A brand should be in a perpetual state of evolution and scalability, mirroring the shifts in your market, environment, and organizational dynamics. It's the age of embracing more living brands.
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Helping founders in experiential hospitality worldwide to secure investor interest and position them for launch or expansion | Brand | Investor Presentation | Resort Touchpoints | Consulting
Your brand is like your enterprise getting dressed. Whilst I’d happily wear jeans and a jumper all the time it isn’t suitable for all seasons and weather. Likewise your brand needs to be prepared for the season it is in. Here are some key times to be thinking about the message you are sending out: Pitching to Investors and Stakeholders: When you need to make the case for the value that you are bringing to market you will need a brand that tells that story. A clear identity tells the audience why you are worth listening to and that you have thought about your message. Prelaunch Preparation: Your operations style has been established and you are gearing up to open and so you will need to be communicating what type of stay you have developed for guests with a brand that excites them. Post-Soft Launch Reflection: If you have had small opening to test your market and operation then you can use your findings to refine your brand to amplify what works and drop what wasn’t Adapting your brand is about Clarifying for the audience you have at the time. Are you at a change in season? I guide resorts and hospitality operations through the process of clarifying their brand message and what that looks like for their audience. If a 15 minute chat about the season you are facing and how to be prepared would be useful then book a call with me. #brandidentity #brandstory #strategicbranding #messaging
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