5 Reasons Brands MUST View Consumers as Relationships

5 Reasons Brands MUST View Consumers as Relationships

One of the most important elements of BRANDarchy is the brand/consumer relationship. This link, when cultivated properly, is critical to acquiring that which each and every company wants: long-term, return customers. Couple this with the fact that consumers now recognize and realize the power they hold, especially because of social media and technology (a subject we will discuss in detail at a later time), businesses must consider where they fit in this relationship for business sake. Thus, while many of us have knowledge of this fact anecdotally, let's look at some statistics from the good folks at Social Media Link to support the points listed forthwith.

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The 10 [Creative] Brief Commandments

The 10 [Creative] Brief Commandments

A common theme you will see on this blog is clarity in communication. Between a brand and the consumer such clarity could very well represent the difference between gaining a customer and a person losing interest. Thus for people like me and you who provide a B2B service and brands are the consumers we convert into customers, such clarity is extremely important for us to do our job effectively. A common way to express what needs to be done in our walk of life is the creative brief. And although I could excitedly start a discussion on briefs from companies such as Nike and Apple, because this method of communication is so important, I feel it is better and helpful to point out the 10 elements, or commandments or, even better, demandments that make a creative brief more clear.

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Will Facebook Reactions Drive Content Creation?

Will Facebook Reactions Drive Content Creation?

Big Blue 2.0, as I tend to call it, set the world aflame with its answer to a call for a Dislike Button when they debuted Reactions. People, In general, reacted in many favorable ways and brands had a shakier level of sentiment and more questions to ask. With that being said, a BRANDarchist looks for the opportunity when change appears and I, in particular, see this as an opportunity for creators to shape or frame their content more effectively.

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BRAND Theory: Monsters Inc.

BRAND Theory: Monsters Inc.

I was recently speaking in front of a group of students at New York University about brand narratives: the power of story telling and we got into a conversation about the convergence of brand and emotion. Emotion is a powerful tool since it breeds connection. However, what emotions do you use and how?

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To: Chicken Little & Friends; Re: Twitter

To: Chicken Little & Friends; Re: Twitter

Yes, I realize that there has been a recent onslaught of articles and discussions based on the idea that this platform is of little use and needs to do something dramatic to retain its space in the social media ecosystem. However, I have a couple of talking points to refute the claims of your platform's untimely demise. 

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The Beginner’s Guide to Digital Measurement

The Beginner’s Guide to Digital Measurement

I was recently in a conversation with a friend and colleague and she was telling me about a situation wherein she was trying to prioritize what matters most in a project she was thinking about working on. At any rate, she asked me to confirm whether or not measurement was one of the most important elements of social media action. I said yes

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