Tip of the week: 10 Action Points for building and sustaining valuable brands
Montage Marketing Tip of the week.
This week's tip is from a fantastic study by Millward Brown's Top 100 Brandz report:
10 Action Points for building and sustaining valuable brands:
1) Innovate and delight
2) Be meaningfully different
3) Stand for a purpose
4) Walk the talk
5) Build and maintain trust
6) Renew and improve the brand experience
7) Rely on consumer insights
8) Think holistically
9) Get noticed
10) Keep changing
The customer is boss
Too often campaigns are created for the 'wow' factor or the 'carnival fun' factor and end up with a lot of waste e.g. unmemorable experiences or a ton spent on free giveaways for people who have no intention of engaging with your brand. The onus is on the brand to understand who their customers are and start with what is important to them. Any campaign that does not start there, is a campaign set up to fail.
Stay true to your brand
Make sure your brand stays true to who you are in all aspects of your marketing, especially the live engagement.