Experience! Engagement! Authenticity!
1. Customer Experience:
Slack CMO Bill Macaitis says, “To me, the brand is all about the cumulative net experience, which is going to drive your long-term organic growth.”
2. Emotion-Driven Branding:
Without evoking an emotional response out of your target audience, it’s extremely difficult for your brand to lead your audience to make a purchase.
3. Engagement Over Awareness:
Individuals are currently bombarded with marketing messages.
With the pervasiveness of digital touchpoints, engagement is of much higher worth to a brand than higher-funnel metrics such as awareness.
4. Contextual Omnipresence:
“Contextual Omnipresence” as the new, evolved state of omni channel marketing, and it’s a concept that smart brands will be adopting. In recent years, brands have placed emphasis on being available in all channels in which their customers spend time.
5. Packaging as an Extension of the Brand:
Apple was early to understand the value of packaging as an extension of the brand, turning the unboxing experience into a delight. Smart brands are now planning how the customer can share the experience with others, whether through Instagram, Pinterest, or Facebook.
6. Authenticity:
People today are not willing to put up with brand exaggerations. They want to know not only what your brand actually is, but the people behind the brand and what they stand for.
7. Simplicity:
In a world of brand noise everywhere, the more immediately and easily you can enable your audience to understand your product or service, the better.
By: Tom Shapiro
