Episode 3: Branding Isn’t a One-Time Effort
What don’t people realize about branding? How has branding changed over the years? And what makes a BrandQuest with Brent Niemuth so special? Hear the answers firsthand as J.Schmid President and CCO, Brent Niemuth answers burning questions about branding from VP Account Strategy, Lauren Ackerman.
see more at: https://www.jschmid.com/blog/brand-lounge-3-branding-isnt-one-time/
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Creating Community: One Brand at a Time
Along with “storytelling” and “authenticity” the word “community” gets tossed around a lot these days by brands and marketers alike. While all three of these terms, and the sentiments they carry, are often used as empty platitudes or attractive phrases to sprinkle in an ‘About Us’ page, in their best uses they come from a place of sincerity and real consumer ramifications. In a 2021 study from ebbo, ‘community’ was the second highest factor that contributed to customer loyalty after product quality. But what does community mean for a brand? How can it be grown and nurtured? What does it look like? To answer these questions I want to take a look at three different brands each instilling community with their consumers in vastly different ways. Some take place in online chat rooms, others in secret shopping opportunities, and some through in-person engagement. No matter how they approach it, each of these brands takes what people love about their products and their mission and create a space for that to flourish.
read more at: https://www.jschmid.com/blog/creating-community/
Adobe Announces Industry’s First CDP Architected For First-Party Data
Adobe announced the next generation of its Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data-driven customer acquisition and engagement. Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies. The relationship between consumers and brands is rapidly evolving. Consumers today are more attentive to the data they share, which has resulted in a patchwork of privacy regulations globally. At the same time, expectations for personalized brand experiences remain at an all-time high, while third-party cookies, which marketers have historically relied on to track unknown visitors, will no longer be supported in browsers. This means brands will have to contend with reduced insight about unknown visitors to their digital properties while still trying to provide a compelling customer experience.