Branding is just another name for creating a perception. Branding isn’t your company name. It’s not a tag line. It’s not a logo. When marketers ask, “How do we want to brand this product?” what they’re really asking is how they want their audience to think about that product once it comes to market.
A brand is a promise. It’s an expectation of an experience. The company and tag line and logo and brand colors only exist to call that experience to mind. Brands can meet that expectation, exceed that expectation … or in the worst cases, fall short of that expectation.
The Rise of user-generated content
Google’s CEO, Eric Schmidt, is now famous for having said,
“Every two days now we create as much information as we did from the dawn of civilization up until 2003.”
As marketers, we try to convince customers and prospects to generate content about our brands. In other words, to talk about us. How do we inspire people to generate content? To talk about us on Facebook and Twitter, to increase our audience? Increasingly, we inspire our customers with brand experiences and by publishing own content.
Content is currency
“Today’s web is an endless 27/7 cycle fed by content and social actions In this cycle, brands are realizing that content is currency” ~ Bryan Rhoads, global content strategy, Intel
Content is currency — something we trade for our audience’s attention. That currency becomes more valuable every time it’s shared by someone other than ourselves. It’s our job to create content worth sharing. How it’s shared isn’t up to us.
If you take a look at this infographic, created by PRWeb, you’ll see an array of content marketing options — each with its own balance of difficulty and value.
Click here for the full-sized infographic.
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