Carla Stratfold has some answers in her post on Mediapost.com.
The reality is, brands don’t become iconic by chance. Achieving this status takes careful planning and execution. If you’re looking to build the next iconic brand keep in mind the following:
1. Establish brand trust. Most iconic brands have established trust not only with customers, but also with employees, partners and others.
2. Power your brand at all intersections. Iconic brands relay a powerful image and message at all touch points – billboards, ads, and tradeshow booths as well as customer service agents.
3. Create customer relevance. A successful brand connects with its customers in a meaningful way.
4. Infuse your brand with custom photography. Smart companies also invest in digital assets they can repurpose across all channels of advertising – TV commercials, print ads, and in the social media world.
5. Share customer stories. These stories bring meaning and reality to the messages organizations communicate about their brand.
There’s a great article in today’s edition of USA Today about LinkedIn. The site already has 33 million members and is growing rapidly, especially in this economic climate. People are networking big time. They are recommending each other, and looking for ways to increase their profile. It’s a great business tool. But it’s more than that. YOU are a brand. Use LinkedIn to market YOU—your brand. What transferable skills do you want to showcase? Do you want recruiters to see that you can cross industries or be locked into a narrow range? What you write about yourself and what those who recommend you say, can make a big difference.
Great article in Adweek.com about a new study by the Keller Fay Group citing Coca-Cola as the most talked-about brand in the country. Why is this important? Because soda isn’t particularly “buzzworthy.”
Katie Bayne, CMO at Coca-Cola, North America, said: “We’re actively and consistently fueling buzz through innovative efforts like the nearly 11 million-household My Coke Rewards program . . . top-rated Super Bowl and Internet advertising, and an Olympic program that connected the world over a Coke.”
Technorati is out with a major report on the State of the Blogosphere. It’s incredibly revealing and a must-read. Blogs are a global phenomenon that has hit the mainstream. Here are some of the highlights:
- Blogs: 77.7 million unique visitors in the US (comScore MediaMetrix August 2008).
- 94.1 million US blog readers in 2007 (50% of Internet users, eMarketer May 2008).
- 77% of active Internet users read blogs (Universal McCann March 2008.
- Bloggers have been at it an average of three years and are collectively creating close to one million posts every day.
- Four in five bloggers post brand or product reviews, with 37% posting them frequently. 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).
Read the full report here.