Branding and Marketing

There’s a bit of confusion mostly in the inter-change of functions of marketing and branding.  Any business always has marketing embedded in their corporate structure but few has brand management incorporate in their companies.  How important is branding and is it really a necessity to have such a department or could it just be included as a sub-classification under their marketing department.

For all multinational companies that gives so much importance and value to their market position, branding is very important, equally if not more important than marketing.  Their corporate brands are considered as an asset that needs to be protected and retain market position thru the efforts of marketing avenues.

Here we differentiate and delve into the two contrasting and yet parallel world of branding and marketing, what makes one equally important in any company organizational structure.

Branding is strategic. Marketing is tactical.

Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy.

The brand is ultimately what determines if you will become a loyal customer or not. The marketing may convince you to buy a particular Toyota, and maybe it’s the first foreign car you ever owned, but it is the brand that will determine if you will only buy Toyotas for the rest of your life.

The brand is built from many things. Very important among these things is the lived experience of the brand. Did that gadget deliver on its brand promise of reliability? Did the maker continue to uphold the quality standards that made them what they are? Did the sales guy or the service center mechanic know what they were talking about?

Marketing unearths and activates buyers. Branding makes loyal customers, advocates, even evangelists, out of those who buy.

This works the same way for all types of businesses and organizations. All organizations must sell (including nonprofits). How they sell may differ, and everyone in an organization is, with their every action, either constructing or deconstructing the brand. Every thought, every action, every policy, every ad, every marketing promotion has the effect of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales.

Branding is as vital to the success of a business or nonprofit as having financial coherence, having a vision for the future, or having quality employees.

It is the essential foundation for a successful operation. So yes, it’s a cost center, like good employees, financial experts, and business or organizational innovators are. They are cost centers, but what is REALLY costly is not to have them, or to have substandard ones.

Marketing vs Branding

There is a spectrum of opinions here, but in my view, marketing is actively promoting a product or service. It’s a push tactic. It’s pushing out a message to get sales results: “Buy our product because it’s better than theirs.” (Or because it’s cool, or because this celebrity likes it, or because you have this problem and this thing will fix it, etc.) This is oversimplification, but that’s it in a nutshell.  This is MARKETING.

Branding on the other hand, should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.

A brand will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”

Is marketing a cost center? Poorly researched and executed marketing activities can certainly be a cost center, but well-researched and well-executed marketing is an investment that pays for itself in sales and brand reinforcement.

Is branding a cost center? On the surface, yes, but the return is loyalty. The return is sales people whose jobs are easier and more effective, employees who stay longer and work harder, customers who become ambassadors and advocates for the organization.

Conclusion

Branding isn’t the same as marketing – branding is the core of your marketing strategy. In order to build an effective brand, you need authenticity and clarity in each of the steps discussed earlier, allowing your target market to identify with your brand personality and values successfully.

One final thing to remember – and a very important point – is that branding isn’t a one-time thing that you do at the beginning of establishing your business. It is an ongoing effort that permeates your processes, your culture, and your development as a business, and it requires your dedication and loyalty in order to reflect in your work. At the end of the day, the true measure of your branding success is in earning loyal customers who become your brand ambassadors as well.

Brands you would wear on your T-shirt

Just a thought, since there are countless brands and products in the market today, and most of us have preferences and are even loyal to those brands, the question just came to mind is, what brands would we would wear on a T-shirt. We pay a little more to get them, go out of our way to find them, even wait in line for them.  Please note that what I am talking about are brands that are not related to any apparel lines that we can easily purchase in the department stores or clothing boutiques.

These non-apparel line brands that has endeared us if given a chance to be on a T-shirt, would we want to flaunt and walk around in them.  These can be our favorite online games, what we eat or drink, our favorite catsup, favorite energy drinks, electronic gadgets, beer, liquor, cigarette, automotive, hobby thing etc.  Some brands may be bizarre looking to be on a T-shirt, some may look cool and hip, others may be an attractive colorful design to be worn.  Whatever that favorite brands we have, wouldn't we be glad if we can wear them too.

It was interesting to discuss the reasons we would wear a T-shirt advertising a brand—particularly for people in the branding industry who, ironically, seem more hesitant to wear a branded T-shirt. For some it was about a niche product they were fans of.  The brand is almost like a tribal affiliation. For others it was the graphics. They liked the design of the mark and were not particularly interested in the product. For more than a few it was about the ironic value. For all of us it was a very personal story. When we wear a T-shirt advertising a brand, it means we have an emotional connection to that brand.

If we think about it, these are brands that defines us, that speaks best of our culture, our belief and most of the time it attracts us because of their colorful graphics and designs, thus we want them to be on our T-shirts that we can deliver the message of loyalty and our emotional attachment towards that particular brands.

So whether your T-shirt says Apple, Microsoft, Samsung, Honda, Mercedez-Benz, Intel, Lotte, US Robotics, Walmart, Watson’s, Mitsubishi, Coke, Pepsi, Gillette, it means something to you. And the reasons may be ineffable. But one thing is clear: Whether it stirs a feeling or creates an association with a community, or something else entirely, the T-shirt signifies your connection to a brand that goes beyond a transactional product-consumer relationship. It’s branding at its best.

Weigh in on our social channels: What are your favorite branded T-shirts, and why would you wear them?

Using Cool in Youth Marketing

Youth Generation is not only driving the nation’s economy, but also its way of thinking. While many brands define the younger generations—Gen Y and Gen Z—as their primary targets, how many brands are actually able to speak their language?

To connect with this target audience, we recognized that coolness finds huge traction with younger generations. To comprehend coolness, it was imperative to understand the elements that make up the sensibility. We delved into the components of coolness, discovering that although one demographics definition of cool do not necessarily translate to other locales, there are quintessential ingredients—we call them “cool mantras”—that are widely accepted indicators of coolness for the youth. The cool mantras in turn infuse brands with their “cool quotient,” or degree of coolness.

To better understand this cool quotient, we looked to brands that have already decoded coolness and made it a part of their brand DNA. By analyzing these brands, we then established a “cool toolkit” to help brands that are still finding their way. Here is an introduction to the cool toolkit for marketers who wish to add a cool quotient to their brands.

The search for cool

After studying more than 100 brands to understand their histories, products, and communication styles, I’ve identified specific brands that are widely considered to be fundamentally cool. This was a relatively subjective classification based on empirical data: Looking at online conversations about brands, considered prior contributions by these brands toward shaping some aspect of youth culture, and determined which brands best resonate with a youth audience. These learnings were then distilled into the cool mantras and shaped into actionable points as part of the cool toolkit to help brands increase their cool quotient.

What makes something cool?

Cool transcends algorithms and logical definitions. Throughout history, cool has resulted from all sorts of different trends and lifestyles. But all things cool, when studied closely, can ultimately be condensed to a few common characteristics. In Asia, these include:

Cool is silent rebellion: Subtle hair highlights or hidden tattoos are symbols of nonconformity that make a statement without shouting.

Cool is a source of respect: Being cool means earning the respect of peers, and sometimes even their envy. Coolness achieves something extraordinary that’s difficult to replicate. Perhaps that’s why the stunt-driven, task-oriented reality show Roadies called its eleventh season “ride for respect.”

Cool seeks detachment but craves attention: Indian youth may plug in their headphones and update their profile pictures by the hour, but they inwardly crave attention while outwardly seeking to look detached.

Cool does more, but talks less: Many brands like Lenovo  bring this truth alive through initiatives that glorify an action-oriented, can-do way of life.

Cool is the equilibrium between individuality and belonging: Stand out too much and you’re weird, blend in too well and you’re inconspicuous. Cool is the perfect balance between these polarities.

Cool is paradoxically competitive: Cool is a ferociously competitive spirit disguised in a nonchalant, unruffled refusal to play the conventional game. Blockbuster movies like Student of the Year bring this duality to the forefront.

Cool creates its own causes: As a generation without central causes or great wars to unite it, India’s youth see movements like lesbian, gay, bisexual, and transgender rights or the Stop Online Piracy Act as causes to rally around.

Finding a cool positioning

Whether a brand is considered cool is also driven by how it is viewed by the people who are not its target audience. This group becomes “the others,” those whose reaction to and viewpoint on a particular brand drives the core target audience to adopt, embrace, or flaunt the brand.

When positioning a brand as the next cool thing, understanding how it will be viewed by people outside the target audience is just as important as considering how the brand will be perceived by the core target audience. These outsiders can love or hate the brand, they can accept it or consider it taboo, but either way, their reactions will impact how the core target audience feels about the brand.

To fully grasp the measure of a brand’s cool quotient and understand the cultural space it occupies, it can help to plot the brand on a positioning chart, considering both the target audience and the outsider’s perspective on the brand. Generally, the target’s perspective and outsider’s perspective are opposite one another.

Since cool is mutable, it’s important to note that brands can move across these quadrants depending on the cultural pulse of the moment. Strategic shifts from one quadrant to another can be brought about by specific activities that focus on reinforcing the brand’s cool image in the following ways:

From generic to distinctive

When a cool brand begins to become generic, it’s time for the brand to do something disruptive to align to its tribe. It’s okay to be hated a little by those outside the brand’s target audience, as this reinforces the brand’s cool image.

From niche to mass

When trying to maintain diehard fans, brands can sometimes become inaccessible to certain audiences, alienating them by pushing them too far outside their comfort zone. This is the time for brands to dial up their desirability and likability quotient with the outsiders.

From passé to the in thing

As culture evolves, brands may suddenly find that their edge has waned—what was once trendy is now ordinary. When this occurs, it’s time to have fun and be a little quirky to break from the sea of sameness.

From “young” to “youth”

There is a difference between those who have a young mindset and those who are young in years. A brand that becomes a symbol of youth often begins to trend with an older crowd. When this happens, it’s time for the brand to do something a little shocking or intriguing to set it apart as a youth brand rather than as a young brand.

The cool mantras: What do Indian youth consider cool?

In our exploration into the world of Indian youth, we discovered that their hyperconnected, socially active, and globally influenced lives have made them quick to judge and unafraid to voice their thoughts. In the process, we uncovered some uniquely Indian characteristics of coolness:

It is cool to pursue your dreams, even if you fail

Inheriting wealth, legacy, or tradition is not considered cool anymore. Youth want to break free and become the authors of their own destinies. We witness this in the rise of campus startups and alternate career options that young people are pursuing, leaving behind often-lucrative family professions for uncertainty and independence.

It is cool to take the lead and change the status quo

The days of Asian citizens being bystanders are coming to a close. There is a growing emphasis on taking the lead and remedying problems. From using technology in constructive ways to raising voices against injustice, the status quo is shifting. People are no longer accepting things as they are or have been, but are looking to the future and focused on change.

It is cool to break taboos

Indian culture has long been riddled with taboos and social distaste for deviation from the norm. But the current crop of youth in India is happy to embrace deviations, even breaking some long-held taboos themselves. Openness to divorce, acceptance of same-sex relationships, and acknowledgement of premarital and extramarital sex are all topics discussed more openly in homes across the country.

It is cool to be social; it’s even cooler to be on social media

Brands like WhatsApp, Facebook, and Twitter have ousted soft drinks as the quintessentially cool brands in India.3 Today in cafés across the country, friends can be seen sitting together hooked into their own electronic devices. The only time the group actually converses is to discuss what was said or done on social media. However, while social media is cool, brands on social media are at best ignored, and more often, lambasted.

It is cool to be hedonistic

Unlike previous generations that believed in abstinence and self-restraint, young India is a hedonistic generation. Whether it’s eating out, going to the movies, or frequenting pubs and discos, the super-fast growth of categories like restaurants, hospitality, multiplexes, and lifestyle goods bears testimony to this fact.

It is cool to be tech-savvy

With a significant share of discretionary spending on tech and tech-enabled services like cellular data, Internet connections, and mobile phones, technology is a clear favorite among the youth. This is also reflected in the fact that Samsung was named the most trusted brand in 2016 and the most exciting brand in the mobile category in a study conducted by the Economic Times.

Content Marketing in my eyeview

Rather than bore your customers with ads, inspire them with content.

People on the Web search for relevant information – content marketing provides it

In today’s digital world, people are inundated with advertisements. As a result, businesses struggle to get their corporate message noticed by consumers. In 2011, a study conducted by the Custom Content Council showed that more than 70 percent of users preferred to get their information from articles rather than from corporate advertisements. Now, to reach their target audience, an increasing number of businesses are relying on a promising new strategy: content marketing.

What is content marketing?

The purpose of online research is to find relevant information and high-quality content. That means that text, imagery and video content have to provide information that is relevant and interesting to people searching for information on the Internet. Content marketing is the practice of creating and distributing content that is entertaining, informative and helpful to potential customers. Good content then directs those customers back to your brand website, where you can capture leads and sell products. Successful content marketing creates positive associations to your brand – without the hassle of product marketing.

Good content endures

Having captured potential customers’ interest, your biggest priority is to continually reinforce the connection between them and your company. Content marketing has an especially long-lasting effect as high-quality content entices users to continue reading, clicking and exploring. A website that has been properly outfitted with good content can potentially generate traffic over the course of months or even years. In addition, Google rewards websites that feature good content with improved rankings in search results.

Content marketing in practice

Looking at this graph, it is clear that the popularity of the search term “content marketing” has risen steeply since 2011.

Because of this increase, many large companies, including giants such as Red Bull and IKEA, have placed their bets on marketing with content. According to a recent survey conducted by the renowned “Content Marketing Institute”, B2B companies in the United States invest, on average, about 30 percent of their marketing budget in content marketing. In addition, an increasing number of smaller and mid-sized companies are taking advantage of opportunities the Web provides for efficient content marketing. Communication channels today are more diverse than ever, meaning there are almost no limits to a publication’s potential reach. Also, it has never been cheaper for a business to publish its own content. For that reason, many companies maintain their own blogs; publish white papers, e-books and infographics; or produce videos to demonstrate their expertise.

The content generated by businesses is as diverse as the types of publication used to circulate it. Web shops offer professional product or purchase advice; members of upper management comment on current developments within the company on the corporate blog; and brand-name product manufacturers publish e-books providing tips on the best way to use the company’s products.

What can content marketing do?

Many marketing decision makers have come to recognize the benefits and efficiency of a good content marketing strategy. According to a study by PR agency Waggener Edstrom Communications, 61 percent of marketers polled noticed increased sales figures after implementing a content marketing strategy. Content marketing also helps businesses to achieve a number of other corporate objectives, including:

Lead generation: If customers are impressed by the content provided, there is a high probability that they will be willing to leave their contact details – whether out of an interest in the product or simply a desire to get to more content.

Increased reach and name recognition: Often, high-quality content that addresses current or controversial topics is disseminated via social networks. By taking advantage of this trend, a company can increase its prominence and reach.

Image development: Releasing high-quality publications on a regular basis allows businesses to establish themselves as thought leaders, which strengthens the corporate brand.

Customer development : Content that offers useful information connects the customer to the company for the long term. By consistently offering good content, companies generate interest in their website and entice users to return.

Checklist for successful Content Marketing:

Checklist for successful Content Marketing: What interests your target audience? From the perspective of content marketing, only content that is truly relevant to a given target audience can contribute to your company achieving its goals.

High-quality content: Well-written, appealing content demonstrates the business’s competence. And it should go without saying that the text be error-free, structured and reader-friendly.

Unique Content: Unique content improves search engine rankings. On the other hand, sites with copied content or content that is of no real use to users is relegated to the back pages.

SEO: Successful online content is not just unique, well-written and focused on a specific target group, it is also search engine optimized with keywords, headlines, clear structure and useful links.

Do you lack the resources to produce high-quality content at scale?

According to the Content Marketing Institute, the biggest challenges facing companies trying to break into content marketing are insufficient time and a lack of opportunities to produce enough content…high-quality, customized content – the foundation of every good content marketing strategy.