Are you feeling the pendulum shift back towards branding? But what about all those performance metrics you're expected to show? Benjamin Ard sat down with VP of Marketing Alan Magee to see what he thinks about the resurgence of branding. Here are some of his insightful thoughts: 1️⃣ Marketing is changing all the time "Marketing continues to change. The job that I did 15 years ago is different from the job I did 10 years ago, and even from what I did three years ago." → Core responsibilities may stay the same, but the methods and tools evolve → Stay adaptable and continuously learn new skills 2️⃣ The Shift from Performance to Brand-Focused Marketing "With the shift to brand, the pendulum is starting to swing back, focusing more on innovation, differentiation, and emotional connection with consumers." → Performance marketing dominated for the past decade, but we are shifting back to brand-focused strategies. Why? → Businesses need differentiation and emotional connection in competitive markets → branding is how it is done 3️⃣ You have to REALLY Understand the Consumer Journey "To truly understand your consumer, sometimes it’s as simple as talking to them directly, even if it's a small sample size." → Effective marketing comes from understanding the consumer journey → Directly interact with consumers → This could be through surveys, focus groups, or even casual conversations → Even if you only talk to one or two, that's a great start 4️⃣ Getting the Company Onboard with Branding "Change is hard, especially when you're working with senior leaders that have been around in the industry for a long time." → Try a phased approach to change management → Break down the change into manageable phases 5️⃣ Build More Empathy "Even if you're not the consumer, you need to step back and put yourself in their shoes." → Empathize with your consumer by putting yourself in their shoes → Draw parallels from their own experiences with other brands
Love your insights on how branding is coming back into style! Thanks for the conversation Alan Magee
Listen/read the full interview here: https://www.getmasset.com/interview/is-branding-making-a-comeback