There is quite a lot of controversial when people talk about Brand Marketing or “Branding”, and that´s not too strange actually given the complexity of this specific concept which includes the whole communication of a company or individual.
Within a Marketing and Advertising Thorough Strategy, there is, a lot of times, a strong emphasis in building a great brand reputation through every channel and action that is used or takes place. Branding can survive forever if comes from the properly performance, or can be deeply damaged overnight by something as simple as a twit.
The goal of this dedicated communication purpose is printing the brand on audience´s brains as a concept, associated with a positive rating feeling or with a solution or answer.
Sometimes reaching that goal can be determined by luck, for example, or by the fact of being the first one opening a new market or offering a new product, for example, which is extremely important, for example, regarding to technological advances.
“The brand is very important because it is the first touch point, the first exposure that a potential buyer, a potential partner, a potential influencer has with your brand and with your company,” Paige Musto said.
Too often, today’s marketer is defined as a demand marketer, or the function of generating the demand that sales then takes and closes. At Act-On, we see the marketing discipline segmented in three key areas: Brand, Demand and Expand.
“Marketing is more than just acquisition of net new leads” Musto said. “It’s more than just generating the end results of new business.”
This kind of oversimplification shortchanges what marketers are doing across the entire buyer’s journey. As a counter to this generalisation, Act-On is releasing a series of videos styled in the Big Short way of using metaphors to humorously explain Brand, Demand, Expand and how marketing automation can help marketers adapt to the ever-changing buyer’s journey.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.