Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Beaconizing the Brand Experience | Brian Solis

Beaconizing the Brand Experience | Brian Solis | Public Relations & Social Marketing Insight | Scoop.it
From www.briansolis.com - April 18, 2014 11:39 AM

...Millions are spent on content creation and propagation across many channels and media. Multi-channel marketing concepts can be fitted to this alternate use case by helping brand marketers understand the contribution of content investments to an engaged audience of individual consumers. It’s like placing iBeacons on branded content such that marketing spend can be optimized around the messaging that connects best with consumers. Metrics such as open rates and website visitor dwell times become indicators of content quality comparable on a relative basis.It takes a blend of informed creative brilliance and technology enablement to pull this off – key is informed.


To these ends, it’s essential to reign in the insights digital channels capture to fuel a profile of individual consumers that lives, grows, and evolves just like the person it describes. These insights help both agencies and brand marketers inform brand storytelling with knowledge of their consumers beyond superficial characteristics. In this way, you could say consumers help write the story....

Jeff Domansky's insight:

Brian Solis explores how content marketing is becoming a "beacon" for success in marketing.

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Brands Aren’t Dying; Traditional Branding Is

Brands Aren’t Dying; Traditional Branding Is | Public Relations & Social Marketing Insight | Scoop.it
From www.futurelab.net - March 8, 2014 1:45 AM

James Surowiecki's column in The New York last week, Twilight of the Brands, seemed to suggest that brands are dying. He argued that the usefulness of brands as decreased given that "consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.


"His observations about people’s orientation and decision-making are spot on – but I come to a different conclusion. Instead of seeing the current market environment as ushering in the “twilight” of brands, I view it as a call to arms. Brands and brand-building are more important now than ever before.I hold this different – and hopefully more instructive and insightful – perspective because I view a brand as far more than a label or logo. 


A brand is the bundle of values and attributes that define the unique value an organization delivers to customers and the unique way the organization operates. A brand is a strategic platform for managing and growing a business....

Jeff Domansky's insight:

Denise Lee Yohn shares an insightful look into branding trends and best practices in the new social and digital environment.

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William Hulbert's curator insight, November 5, 2014 8:15 PM

I felt that this article spoke to a lot of what Andy James said in class about the importance of branding in today's society. It begins by contradicting the idea that branding is dying by showcasing its vast importance. A company's brand is so much more than just a logo in today's society, and it is clear to see. It has become a strategy and belief system to train personnel to live and breathe, rather than just promote to increase volume of sales. Due to the availability of so much information, consumers are smart enough to see through a surface effort at branding. Thus, it is important to instill the ideas of the brand to the core of the company to show a customer that they do not just say it, they also show it.
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