As a companion piece to an earlier post about important elements of branding, I felt it apropos to discuss the intellectual aspects of brand activity. Why do I refer to it as brand activity? Because your brand must be active. All of the elements within are actions that keep your brand alive. Thus, because a brand is not a product nor a service, it is necessary to complete the connection between the heart and the head that we all have as people and is illustrated by your brand’s emotional and intellectual essential features.
Typically, a brand creates a logo to stand out. That’s just smart business: It’s hard enough to be a fashion brand nowadays, let alone one that isn’t distinct and gets lost in the crowd. However, with his label Off-White, Virgil Abloh seemingly took some advice from LeBron James, and “fit-in” with his diagonal lines logo.
Mobile is the undeniable future of commerce. However, many brands, from small businesses to enterprises, consistently miss the mark. They fall short of tapping into mobile’s potential to build meaningful relationships with consumers, gathering insights into those audiences, and maximizing return on investment (ROI). Mobile is more than a channel; it’s the power to create personalized customer experiences that keep people coming back. While some may view mobile as a challenge, companies that only rely on desktop can’t stay competitive for long.
In the past ten years, digital marketing has eaten into the market share of traditional marketing. Despite this radical shift, a few centuries-old marketing tactics still return the highest on investment. Branding is one of them.