The biggest open secret in marketing is this: You don’t really control your brand, and you never have.
This is as true today as it was when your mother said, “You can’t control what other people think of you.” Because that’s the truest definition of a brand: what other people think of you. It’s not your name, your look and feel, or your message. A brand is not even what you think of you. A brand is what other people think of you.
But that’s just why brands are such powerful marketing assets. The reason brands are trusted as shortcuts for decision-making is precisely because they live inside the audience’s mind.
And, while you can’t control your brand, you certainly can cultivate it. You can define what you ideally hope your brand to be. You can look, talk and act like that ideal. You can become that ideal, and then, more often than not, that ideal will become your brand.
Today, marketers have more tools than ever to look, talk and act like their ideal. The digital marketing revolution hasn’t changed the definition of a brand, but it has empowered the tactics of branding. Marketing’s online transformation can be seen as a brand manager’s treasure in (at least) three key ways:
So, as with many things in life, the answer to getting what you want is to give up control. Your customer’s idea of you — your brand — is still the most powerfully persuasive asset you can cultivate. And cultivating an effective brand has never been more possible than with the speed, segmentation and socialization afforded by the digital marketing revolution. Like your mother said, “You can’t control what other people think of you.” But, you can work every day to be the company you want them to think of.
Do you agree with my thoughts on brand cultivation in today’s modern marketing landscape? Let me know in the comments section below.
This post originally appeared on The Mx Group blog.
When the winds of change blow, some people build walls; others build windmills. This Chinese proverb remains timeless, because so does change. And the question is always… so what are you going to do about it? Glenn Thomas, Chief Marketing Officer of GE Healthcare, answers that question every day by building value for both customer and employees.
Countless CMOs around the world seek to turn insurmountable challenge into competitive opportunity through “marketing transformation.” The best way to start, according to Glenn: listen and learn. When he joined GE he made sure to understand the business, its customers and the current state of Marketing’s ability to lead customer engagement and advocacy. Just when he thought he had his priorities defined, General Electric announced its intent to spin off the Healthcare business. As Glenn put it, there’s an “arms race” to capture the growth in today’s dynamic healthcare technology market, and GE is under pressure to position the business to lead the way. The challenge – and opportunity – became greater.
Here are 5 key lessons from Glenn’s leadership in the face of intense change:
While the intensity of change will remain high for GE Healthcare into 2019, Glenn and his team are well equipped to harness it to generate more value. The underlying key to their success is that they are channeling change as the fuel for the transformation they seek – and not treating it as a headwind. As we all kick off 2019 with an eye towards transformative success both professionally and personally, this is a powerful perspective we can apply.
By Suzanne Martin, former BMA Chicago President
As we enter 2018, new digital marketing trends are making their way onto the scene. On December 13, 2017, Digital Megaphone was there to help highlight and identify the trends everyone should…