One of the pillars of marketing in the 21st century – and mostly digitized – age is branding. Successful branding means building an identity that consumers respond to, communicate with and are able to interact with on some level. The word “Identity” is key here — think about branding as the icing on the cake: easily identifiable characteristics 77 percent of consumers that often define – but don’t summarize – what a company is all about.
A recent report from the harvard business review contains a rather stunning but instructive data point. As many as 77 percent of consumers report having little. To no relationship with a brand, suggesting that many people out there shopping don’t adhere. To a particular family of products or services that they recognize. The in-house study noted that the remaining 23 reported having. Such a connection, but the jury is still out on whether or not. The issue has to do with the direct actions of a particular brand.
Last month we reported that multinational company proctor & gamble
Had decided to rework its marketing department, deeming that division of the company its new “Branding” department. The focus, the business said, was to place a special emphasis on the brand. Itself, accentuating its products directly 77 percent of consumers over other marketing methods.
What does this mean exactly? P&g said quite openly that it wants to break ties with traditional advertising vehicles, suggesting that by list of phone number doing so, its brands would be more connectible with consumers who may find them otherwise unapproachable.
But in the days since, some in the marketing space have questioned whether or not p&g’s move was even necessary. In the age of internet marketing solutions, there are doubts that a specific focus on branding is needed.
According to cmo magazine several executives in ecosystem remarked
That the p&g decision isn’t necessarily a good or bad thing, but that it highlights the role of brand awareness in a digitized age.
“No one else in the business can be responsible for the brand asset metric. Whereas digital, product development, pricing, portfolio management. 77 percent of consumers are often times shared with other parts of the business,” australian marketing institute board member tara lordsmith told the publication. “However, marketing is about shaping JPB Directory the future, not recording the past. So with that as a guiding light, marketers should be driving the health of the brands and the business.”
Ultimately, only time will tell if p&g made the right choice. Given the long-term scale of internet marketing services, there’s no doubt that both positive and negative impacts will be felt by any company that makes a decisive shift to their strategies.
