Sync Originals

Tag: branding

  • The Quest For Brand Awareness

    The Quest For Brand Awareness

    It’s always fascinating to compare how you see your place in the market with how others see you. If you’re in a very small market like New Zealand and you look out, you see the whole world before you. There seem to be endless opportunities.

    But step around to the other side of the world and look back, and you see a market like New Zealand from a completely different perspective. It seems small and hard to find.

    The issue of course is not specific to place brands. It’s applicable to all brands that are small in comparison to the scaled markets they would like to reach. The brands themselves see a panorama. The world looking at all the choices available to them from so many sources discerns barely a speck.

    This is quite literally ‘funnel vision’. Your perspective depends entirely on what end of the funnel you are looking from – the scaled end or the narrow end.

    The only way that situation can change is when the brand at the narrow end finds ways to increase its profile and presence, so that it literally looms larger in the minds of those far away. Search and social media can help do that. Partnerships and supply chains can also add proximity.

    In the Southern Hemisphere, we talk a lot about the tyranny of distance. But in actual fact, the problems many of our brands face, like the problems small brands face in any scaled market, is the tyranny of profile.

    What is not seen is not missed.

     

  • #LoveWins: Brands explode with pride following gay marriage ruling

    Digiday by Jordan Valinsky
    #LoveWins.

    That’s the overwhelming message that is spreading through social media moments after the Supreme Court legalized same-sex marriage across America.

    And brands, being people too, celebrated the news on social media — especially on Twitter where they posted pictures of their logos draped in the rainbow flag. Normally, jumping in on social issues is not for the feint of heart, but even companies that tend to stay out of political conversations are feeling emboldened — and proud — today.

    The hashtag, #LoveWins, became the unofficial rallying call for supporters and was tweeted more than 100,000 times (and growing) according to Topsy.

    Here’s how big brands reacted:

    The post #LoveWins: Brands explode with pride following gay marriage ruling appeared first on Digiday.

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  • The Real Brand Power Of Endorsements

    Branding Strategy Insider by Mark Di Somma

    Schemas are hugely powerful brand influencers

    The purser on the plane this morning reminded us as we landed that the airline had just won two industry awards. She didn’t name them but the point was made. Endorsement brings that extra degree of confirmation that we as consumers have made a good choice. It plays to our collective wish to make wise purchases. It tells us we got it right.

    The lack of specifics doesn’t matter. Schemas – the snapshot opinions that we form of people, places, things – are hugely powerful influencers. They help us navigate too many choices, too many questions, too much conflicting information, too little time. They motivate us to engage.

    Without realizing it, we form schemas for almost everything. Some are positive. Some are negative. Some are unjustified, either way. But the most common one is actually blank. It says “I don’t know what to think”. People literally don’t have a clue.

    The reason is simple. You didn’t provide one. Your website looked the same as everyone else. The email you sent them was formulated and vanilla. Your business card has a swirl and an acronym and looks like everyone else’s. You’re a follower, a copycat. There were no endorsements or references, nothing to hold on to.

    You played it safe, you left it up to them. And there’s a price for that.

    The Blake Project Can Help: The Brand Positioning Workshop

    Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

    FREE Publications And Resources For Marketers

     

  • Music: It’s What Your Brand’s Strategy is Missing

    Music: It’s What Your Brand’s Strategy is Missing

    Originally posted on timpwelsh.com

    Over the last few years, and 2013 especially, everyone has been beating the drum about creating an experience with your branding. With companies like Red Bull skying above their actual product to become an icon, it’s not surprising that we’re all taking a second look at how we create a brand’s personality. How is it then that we all seem to miss one of the easiest ways to do this?

    No matter whether you’re watching a movie, walking into the Octagon, about the get your code on or simply trying to push through the end of a workout; what helps you know how to feel? Music. In olden times, it was a legitimate legal defense to state that the music that you were listening to made you commit a crime. Music affects us and there is not denying that. Smell may be the strongest sense tied to memory but nothing takes you back to couple-skating in elementary school faster than some Blackstreet. Nothing makes you want to play football like some AC/DC. Nothing makes you want to buy some ______ and then go _____ like some _____> If you can fill in that mad lib, you may have the key to your brand’s success.