While superheroes are fantasy, trying to be a Super Brand is not. It’s totally achievable. A Super Brand must have four characteristics similar to superheroes: show the end users your extraordinary abilities, demonstrate a strong moral code, exhibit the courage to stand up for something, and be resourceful and innovative with your approach. The parallels are (dare we say it?) uncanny.
As publishing continues its evolution and old media giants compete with countless back-room bloggers and brands for attention, getting content disseminated far and wide—and to very specific target audiences—is an increasingly sophisticated task.
If you’re starting or growing a company in a saturated market, the only way to grow quickly is by strategically identifying an unserved market and focusing all of your efforts on positioning yourself to fill that need. Being the best at one thing out of the gate will build your core client base and provide the foundation for growth.
When several brands and plenty of journalists are in the same room, making sure your brand connects with the right people can be tricky.
Determining the strategy at the heart of your storytelling efforts is crucial.
It’s every company’s worst nightmare: Your business is in the news, and not for something good.
For pharmaceutical marketers, public health officials and health plans looking to improve people’s well-being through preventive care, the frequent change of physicians is only one challenge.
It’s a lot cheaper to prepare than it is to react. Smart companies should be setting up political war rooms around potentially controversial issues.
Broad demographic groups no longer cut the mustard, but a number of unique psychographic profiles are making it easier for marketers to understand who their audience is and how to speak to them.