Branding is at the core of breaking through the white noise of today’s media environment and moving shoppers to buy. Modern brand positioning first came into vogue in the 1970’s and has hardly changed in the 40-plus years since then. While the approach to branding hasn’t changed, the media landscape has exploded with ever expanding channel options, more robust targeting, and all leading to the tsunami of ads the pummel consumers daily. So, is the 1970’s approach still effective today or do we need to rethink how we emotionally connect brands with people?
This evolution and effectiveness of branding is the topic of my latest podcast. I reflect on the media environment at the dawn of brand positioning in the 1970's and look at how branding launched some campaigns still running today. As I fast forward to today, I find the classic branding approach works for some products but fails with many complex brands that have multiple customer desires. Instead of creating emotional connections, these brands’ ads tend to be product-centric as oppose to desire-centric (failing to make an emotional connection). I will discuss some concerns I have with how agencies approach branding and conclude the podcast with my perspective on branding for today’s media environment.
Episode 18: COVID Shopping: Is this the Dark Ages or a Renaissance for shopper behaviors?
Episode 17: How the mind of Gen Z is key to unlocking success in today’s Scrollable Economy
Episode 16: Three Questions defining the 2019 Holiday Shopper
Episode 15: Amazon versus Walmart: The Billion Dollar Grocery Throwdown
Episode 14: A Twist on Marketing Planning: Reverse ROI meets the Dark Side of the Moon
Episode 13: The Theory of Innumeracy: How a Math Challenged America affects your Pricing Strategy
Episode 12: Eco-Shopping: Why do we want to be green, yet fail to shop green?
Episode 11: How we shop Amazon Prime Day
Episode 9: Activating the Primal Shopper
Episode 8: Don't Paddle Upstream - Understanding Shopper Flow
Episode 7: Eighteen Primal Principles of Why We Shop
Episode 6: Identifying the Primal Shopper
Episode 5: The Marketing Dating Funnel: Who owns the relationship?
Episode 4: Super Bowl Aftermath: The $5 Million Movement Question
Episode 3: A New Year’s Resolution: Use Marketing to Change the Shopper’s Stripes
Episode 2: Fight, Flight or Buy. The impact of the Holiday Retail Season on your Shopper DNA
Episode 1: Shopper DNA Discovery! A look at our Shopper DNA and how to use it to grow Market Share
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