What comes to mind when you think of the iPhone? Sleek, hi-tech, expensive, security blanket, camera, friends, access…? Whatever it is, that’s what you associate with Apple. People go through the same mental process with your company’s brand too. It’s called brand association. And it’s either making you money or costing you some each and every day.
After the financial crisis in 2008, consumer trust in financial institutions took a hit. Banks and Credit Unions had to reevaluate and explore a new method of gaining trust. They turned their focus to the consumer experience, wondering how they could improve the mostly stagnant customer journey.
It was never easy, but public relations is much more complex today than it ever has been. Social media platforms, content marketing, influencer engagement, etc. have led PR to be involved in enhanced orchestration, big ideas, communication skills and strategic planning.
I am intrigued by movies set in the 1800’s that always seem to have the obligatory Magic Tonic salesman drawing a crowd while he exclaims the many benefits of his potion. No matter the movie, the character is always enthusiastic and selling their product as the key to your future happiness. In other words, they make a big deal out of it. And in the movies, like real life, people buy it.
Whether you’re seeing a steep, sudden decline in results or a gradual dip over time, even the most hard-working marketing plans flatline over time.
Your business likely gets approached by dozens – if not hundreds – of media outlets, community organizations and nonprofits every year.
More and more, brands are moving away from the traditional avenues of communicating with potential customers and more toward unorthodox, less-tested methods of communication.
At VI, we’ve been reading The Power of Habit: Why We Do What We Do in Life and Business. The science behind how habits form and neurologically what takes place in your brain is fascinating. This has real implications for understanding (and persuading) consumer behavior.