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Posts tagged “branding”

Looking ahead to 2019: 3 ways to stand out in the “Emotion Economy”

Recently, Billee Howard published her marketing trend projections for 2019, and, as always, she shared many salient and striking considerations. One intriguing observation was that now more than  ever, brands and companies must learn how to market themselves within the “Emotion Economy,” leveraging sentiment as currency.

First coined by Richard Yonck, the Emotion Economy is an overarching term used to describe the ecosystem customers and businesses are now engaged in that leverages incredible technological advancements beyond historical purchase patterns. As described by Sameet Gupte, “it’s always been important for businesses to understand their customers,” but now, more information and data can generate a more concrete and accurate snapshot of each consumer, down…

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4 ways to create loyal advocates for your brand from the inside out

Anne Marie Thomas, Chief Executive Officer, bella crescita, uses her offerings and years in strategy, sales, marketing and operations for her management consulting clients to grow top and bottom line for their companies.

I have enjoyed a fortunate career of building some of the world’s best and most iconic brands: Victoria’s Secret, PINK, Bath and Body Works, NetJets – A Berkshire Hathaway Company and American Greetings are just some of my favorites. They are all great growth and longevity success stories. Moreover, their consumer advocacy and loyalty are a shared fortune. I smile every time I make a purchase or talk with a current consumer. Proud to be part of their brand histories and I wish them success for years to come.   

The aforementioned brands and many…

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3 ways to get your brand’s “Stories” told

Social media companies are on a continuous path to innovate and evolve so they can retain users and attract advertisers. These platforms are constantly testing and launching new features to provide the best and most engaging user experience – but what happens when they all start to look the same?

The “Stories” war

Last summer, Instagram launched Instagram Stories, a feature that allows users and brands to creatively share photos and videos, which disappear after 24 hours. The addition for Instagram enabled its users to share more off-the-cuff, everyday content compared with the carefully perfected and curated content most users share. Oddly enough, Instagram Stories very closely resembled Snapchat Stories, which Snapchat has been offering for over three…

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5 places to audit your B2B brand’s digital health

If your B2B organization is like many companies, you probably spent months (sometimes years) and thousands (sometimes millions) of dollars to develop and launch your corporate brand. And if you haven’t embarked on a branding initiative – even a small “refresh” project – in, say, the last five to seven years, chances are your brand’s digital health may not be an accurate reflection of who you are or want to be. Is your B2B brand keeping up in today’s increasingly digital landscape? Even in the B2B space, brands must continue reinventing themselves online to remain relevant and competitive.

Consider this: If your brand position is “nimble and easy to work with,” yet customers can’t figure out where anything is on your website, is your digital footprint really aligned…

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Bouquets & Branding: 3 things you can learn about customer loyalty from daisies

I’ve had “write blog post” on my to-do list for several weeks now. Trouble is, I’ve had little inspiration for said post, which made it easy to keep hitting “dismiss” on that calendar appointment. That is, until I got into work the other day to discover unexpected flowers in my office. And this blog post was born.

As I arranged the bouquet in its vase, I realized the act of giving (and receiving) flowers can be a metaphor for how brands can create loyalty among their customer base. Am I suggesting you send flowers to your top customers? Certainly not. But I AM suggesting you think about what the act of giving flowers represents – surprise, delight and thanks – and how it can apply to your brand:

  • SURPRISE – As I learned when I found the flowers in my office, good…
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