Why do some brands seem to last centuries while others fall out of favor almost as soon as you hear of them?
Here are 3 things that will help you build a brand with staying power as a part of its DNA.
1. Build your brand around values, not things — Many brands reach their peak too quickly. These brands associate with a singular product or service, which eventually becomes a cultural blip that falls out of favor as quickly as it arrived. As important as it may be for a company to have a focused and singular vision in order to produce a great product or service operationally—this does not mean that a brand should follow that same model. Brands that are built around values rather than things are usually the ones that have the greatest staying power; because values unlike things, are both scalable and transferable. Apple is not about computers. They are about innovation.
In the past three to five years, there’s been a rapidly growing recognition in the business world that strategic messages become much more meaningful (and a lot stickier) when presented as part of a visual human narrative. Much has been written about storytelling and story structure, but there’s been little conversation around the part of the process that happens before you actually begin the telling itself: story discovery
“Our clients love us.”
“We’re an innovator in the market.”
“We’re a highly trusted brand.”
“This is a natural extension of our brand.”
Brick-and-mortar locations are no longer a necessity for building billion dollar brands in the digital economy. Uber, Airbnb, and many others have conquered the problem of building a brand without offering a physical location for customers to visit. Recently, delivery-only dining service Maple is revolutionizing what it means to build a prominent food service brand—without a retail storefront.
Over the past decade there has been a growing conversation nationally around the cost and effectiveness of care. The Accountable Care Act has infused the marketplace with more informed consumers, forcing payers to adjust their plan coverage to meet new requirements and serve this larger population of engaged plan participants. Simultaneously, healthcare providers have been exploring new means to better provide for patients; be it improvements in Electronic Medical Records or serving as an Accountable Care Organization (ACO)—by assuming a percentage of the financial risk associated with the care and outcomes of the services provided. But there is a new frontier in healthcare that is fast approaching: the consumer experience.
Corporate Social Responsibility has been found time and again to be the leading driver of how Millennials choose to consume and find employment with 84% of them reporting it affects what to buy or where to shop and 78% reporting it affects where they choose to work.
“Push” or “pull” content makes a big difference.
Google recently conducted a test of YouTube pre-roll video length to measure the ad recall and brand favorability of three different length videos (0:15, 0:30 and 2:17). But both the study and AdWeek’s coverage of it failed to note one very important distinction when determining the most effective length for online video—whether the content was “pushed” or “pulled”.
For decades—large scale media exposure was limited to big brands with large budgets for advertising and PR campaigns. But with the ever-increasing accessibility of web publishing on platforms such as blogs and social media, small brands—and even individuals—can gain access to mass audiences like never before. In what ways can you put this web publishing boom to work for your brand, while differentiating yourself in a content saturated world?
Any time a new technology suddenly hits the mainstream, you can find a bevy of marketers suddenly asking each other “How can we use this to sell things?”
It’s happened in the past with the internet, augmented reality, geolocation, proximity technology, interactive installations, music recognition services, every new iteration of social media, and now—virtual reality.