Brand Concept building
Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in the minds of consumers. Graphical representations of these networks—called brand maps—are particularly helpful in understanding linkages and relationships among different brand associations and envisioning ways a brand’s equity can be leveraged in the marketplace. However, despite their importance for understanding how consumers view brands, consumer brand mapping techniques are still in their infancy, and most techniques produce brand maps through labor-intensive processes that require specialized expertise beyond the capability of most marketing departments and marketing research firms.
STOP EMAILING: HERE ARE 3 BETTER WAYS TO PITCH THE MEDIA
it is no surprise that as we live continuously digital lives, connecting more often via text than voice, more often with a heart than a hug, the tools we use as professional communicators have also changed. It seems like new companies are popping up everyday, touting a new software-based solution aimed to automate or expedite those recurring tasks that make up the drudgery of administrative work.
PR Spin
The Public Relations industry has changed immensely over the last decade, and there is still a new movement on the horizon. Just as fancy SEO tricks have been beaten out by well thought out, relevant, and engaging content, the infamous "PR spin" is being blighted out by progressive campaigns rooted in authenticity, generosity, and social change… and we love it.
Brand Storytelling
We have been sharing stories from the beginning of human civilization — for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. So much so, that companies are increasingly embracing brand storytelling in the era of the connected digital consumer.
