So setting up a LinkedIn account is one of the most important professional investment you will make for your digital footprint in this “Networked Intelligence” era. LinkedIn digital channel is the largest online professional network, and is an excellent resource for personal brand development, building connections and long life learning on a global scale.
Note, that this digital channel fosters professional engagement, and you should proceed with caution, when engaging new connections, sharing content and commenting on post. Initially, the recommendation is to focus engagement, on industry specific contributions.
I believe in storytelling for brands that are authentic, immersive and channel specific, which drives community growth, brand affinity and establish a lifestyle brand, with strong conversion rates.
This is achieved by transporting and engaging the community with relevant and contextual creatives, designed uniquely for each consumer funnel experience towards value pricing (Experiential Marketing). From my experiences there are SEVEN (7) plots that a brand can pursue:
1. Overcoming the Monster (Freedom).
2. Rage to Riches.
3. The Quest – Adventure.
4. The Voyage Return.
5. Comedy (Romantic).
APPLICATION: If brand/marketing manager understands, which story they want to convey with the brand(s), they now have their #NorthStar.
CHALLENGE: To determine the mental frame, inrelation to how the consumers wants your brand to convey that story through each funnel. Critical in the 21st century MarCom plans success is a multi-channel immersive approach
RESULT: A brand that resonates authenticity with its consumers; depicts and integrates effortlessly into the consumers Lifestyle or Ideal state…
Messaging is an essential channel management tactical tool, during the customer funnel engagement journey. Today, most agile business operations are embracing this new funnel to drive engagement, increase leads and stronger conversions rates.
According to research in 2017, over 3/4 of the worlds’ smartphone users will use a mobile messaging app to communicate with family, friends and businesses. Over 1/2 of US digital media users will message a brand, instead of email or even call, and 53% of people globally will likely to shop (this holiday season), with brands they message directly.
The debate continues on the differences between a Marketing and a Brand Manager’s roles and functions. Today, we will explore this debate, base on their respective core functionalities.
What is Marketing?
According to Dr. Kotler, marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit. So marketing is basically the ongoing communication exchange with customers in a way that educates, informs and builds a relationship over time.
This is a specific emotion or reference point that is linked to the product or service, which results in a customer journey, when interacting with the product/service.
This is guided by the traditional 4Ps, and frames the strategic outlook and tactical execution for marketing managers- below we briefly outline the 4Ps:
The product is either a tangible good or an intangible service. In the case of the marketing manager – the key is to understand those problems that the product is attempting to solve then, showcase the benefits offered by the product and its features (the Unique Selling Proposition – USP).
The price cover the actual amount the end user is expected to pay for a product. If there is a positive customer value, than a product may be successfully priced higher than its objective monetary value (value pricing). Conversely, if a product has little value in the eyes of the consumer (its a commodity), then it may need to be underpriced to sell. So, the marketing manager is critical to the cross function pricing team, by infusing intelligence on the distribution footprint (channel management), value chain analysis, markups and competitors pricing.
This is the communication (MarCom) aspect of marketing. This may include advertising, sales promotions, special offers and public relations. The marketing manager identifies the most effective communication channel, given the specific product, the price and the targeted end users.
Place or placement strategy has to do with how the product will ‘reach’ the end user. Distribution is a key element for the placement strategy – the focus is on RTM (Route To Market) – How a product is accessed by the end user also needs to complement the rest of the product strategy.
So, the main function of a marketing manager is to increase the efficiency of the RTM programme for the product. This is critical and supports the expansion of the product’s distribution footprint, trade marketing programmes and financial sustainability of the product.
The core function of brand management is to develop the Brand Purpose, and drive the Brand Promise of the product, by establishing the Brand Difference, while continually Delivering on the Promise over the product’s life cycle. To achieve this the Brand Manager has to conceptualize and design the product’s voice, personality, and identity that would connect with the target end users. Note that not all products will have a brand – If you decide to build a brand then, the Brand Manager will focus on the following elements for the product – called the 4Cs of Branding:
For brand managers, the strategic focus is to develop a ‘Brand Purpose‘ – What The Brand Stands for?. It is essential that the purpose is simple and the marketing team is able to stick with it and communicate that effectively to the end users.
This is the ‘Brand Promise‘, the brand manager will have to be able to understand the functionality or the solution the product provides to the end-user. Additionally, the manager should integrate those functionalities into a specific personality trait – that connects with the end users.
Another aspect of brand management is to develop credibility. Once you have committed to a ‘Brand Promise’ – If the product isn’t able to deliver on that promise or EXPECTATION – then it has failed the consumer’s ‘Job-to-be-done (JTBD)‘ test. So brand managers will need to ensure the product will be able to ‘Deliveron the Promise‘ – and establish the product’s ‘right to play’ in the space.
This function is considered the most important for a brand manager. The main task is to solidify ‘Brand Difference‘ in the marketplace and all channels to allow for value pricing. This typically goes beyond the functionality of the product, by establishing the brand as a lifestyle brand. This is achieved via experiential marketing programmes.
So, Brand Managers should unleash the creativity of the product based on its functional attributes. The Manager should manage the 4C’s towards unearthing the product’s full potential and life time connection with the end users- to drive brand relevance, awareness and presences – towards #BuildingBillionBrands#OneBrandStrategy
So, the fundamental difference between a marketing team and brand team is that the marketing team operationalizes the tactical plan, after the brand team has conceptualized, and designed the personality for the brand. This is all guided by the strategic outlook by the corporate and the leadership team (internal or external) to the organization. Additionally, the brand team is responsible for establishing, driving and solidifying the intrinsic ‘Value Pricing‘ and “Generate Demand” for the product – to support the marketing operational and tactical programmes. While the marketing team focuses on ‘Demand Fulfillment‘ and ‘Go to Market Strategies‘ for the product.
For any brand to continue evolving and remain relevant to a consumer over their lifetime, it has to deliver a specific experience or solve a “Job To Be Done – JTBD” . This can be achieved by appealing to a variety of senses and tapping into that special place within the consumer’s heart and mind that generate thoughts about comfort, pleasure, as well as inspiring a sense of practicality which entice individuals to act on that impulse at every purchase . This tactical approach is called – Experiential Marketing.
So, Experiential Marketing, is a tactical approach to marketing goods and services by establishing a specific experience you desire the consumer to have or to associate with your brand. The idea is to integrate elements of emotions, logic, and deep connectivity through your brand funnel process to the targeted consumer. So the goal of experiential marketing is to solidify the connection in such a way that the consumer responds to a product offering based on both deep emotions and rational over their lifetime, making this a “Liquid Idea” and “Viral Concept“.