12/01/2012
Is your marketing moving with the times?
A new buzz word hit the marketing landscape in 2011 known as “Branded
Content”. Essentially Branded Content is exactly what it says on the
tin; it’s where the Brand is positioned at the forefront of all
Marketing Communications.
Gone of the days where all communications are offer led; discount here,
sales there, buy now etc; to something that will please all marketing
people, academics and Brand Directors; brand led marketing. Up until the point where markets and customers became so price sensitive, quality marketing led with a brand message or truth that instilled a sense of value, loyalty, familiarity and ownership. However, as the financial crisis hit, the defining truths of a brand were often lost to quick fix discounts, hard hitting sales offers and price war marketing.
2011 began to see a shift back to Branded Content with brands such as Apple leading the way. As has always been the case with Apple, their marketing was led by beautiful product design, packaging, functionality, technology, innovation and a lifestyle for which to aspire. Apple have never focused on price; instead choosing to focus on the emotive principles and core values of their brand offering as a defining attribute in the buying behaviour of their customers.
Statistically, Branded Content shows increased customer retention and an awareness of brand principles, messages and products which ultimately leads to brand loyalty; something that every business should aspire to.
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