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Posts tagged brand

Hermès doesn’t have a marketing department.
Why should it? McKinsey doesn’t have a consulting department nor does Microsoft have a software department. Marketing is Hermès’ core business.
Brands will seem more valuable not just because they feel better but because they work better, or serve you better. This is not a denial of the emotional component of brands, it is just a different way of generating it. It is not about the power of associations, it is about the power of reality
The suit, which has begun hitting the market, is made not from conventional, petroleum-based neoprene but from a natural rubber derived from a desert shrub. It is one way Patagonia is trying to nudge along a sport that has not always been environmentally conscious despite its roots in the natural world.
I think it really achieves our mission of building branded content that’s really just great content,
A brand is a lot like a person – if it doesn’t have a point of view, it’s not very interesting

Marc Mathieu, unilever’s SvP of marketing 

Designers are treating consumers like artists, people who for the first time are creating aspirational content that brands want to use
Small groups, not big influencers, are the Holy Grail of word-of-mouth marketing.

FaceGroup “Small Networks Trump Influencers

With all the talk about online influencers over the past few years, you’d think they were the holy grail of online marketing. Klout has made a business of it and many bloggers use sponsored posts to help pay the bills. But, the funny thing is, if you want to get the word out about your brand, product, or cause, influencers aren’t actually where you should be focusing your efforts.

snip

Sticking with our book club example, these key groups are the smaller book clubs, the ones that hear about a book from the big influencers and then bring it to people in their community, who then carry the book to another gathering or tell a friend who is part of another book circle, and so on. This is how something goes from an initial spike to a burgeoning trend.

(via peterspear)

Seth's Blog: The brand is a story.But it's a story about you, not about the brand

More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be.

Great marketers don’t make stuff. They make meaning.

Tim Leberecht: 3 ways to (usefully) lose control of your brand (by TEDtalksDirector)

The days are past (if they ever existed) when a person, company or brand could tightly control their reputation — online chatter and spin mean that if you’re relevant, there’s a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.

Brand Thinking in the new age of transparency #why vs. #what

Brand Thinking in the new age of transparency #why vs. #what