Defining a brand identity isn't a "fluffy" exercise with little measurable returns. A solid brand identity can be the critical groundwork for developing customer loyalty and retention, which can be a huge competitive advantage. Research by McKinsey confirms that we're operating in an era of "digital Darwinism," or intense disruption. Well-defined brands that adopt the
From a marketing perspective, there is no such thing as “social media.” It’s nearly pointless to think of social media as one thing, because the audiences, use cases, technology, algorithms, optimal cadences and other characteristics of each social platform continue to diverge. For example, a study by CoSchedule found that the “optimal” number
Throwing your resources toward each new trend isn't only risky, but it also can lead your team to burnout. It’s great to try new things, but don’t forget about your brand’s core mission and values along the way. And if a new development looks like it might have some staying
While more than 90 percent of marketers report LinkedIn as a leading source of quality content, only 1 million users claim they’ve published an article and just 3 million actively share content on the channel each week.
Thought leadership is important for any person and brand wanting to establish themselves as a leader in a particular industry, niche, specific topic, trade or practice.
Chatbots are transforming brand experience and redefining how brands engage their brand community – but not all are created equal. A lovable chatbot is a great way to keep your visitor hanging on, dish out efficient customer service and nail down a conversion. A bad one is annoying and a great way
We all belong in different places, with different people. Consumers want to have meaningful relationships with the brands they engage with. Establishing a genuine connection with your target market means giving them a space where they can come together around shared values.