The competition is on. In this economy, marketers are scrambling to find the most cost-effective methods for capturing, communicating and engaging customers and prospects. But they're forgetting that the channel chosen is only part of the equation. Marketers must create unforgettable brand experiences, no matter the channel of communication, to be effective or even survive in our ever-evolving world.
In this age of economic uncertainty, it’s imperative that your brand stands for something and resonates in the hearts of customers and prospects. Most marketers are under the misconception that a great brand is only about the logo, tagline, color palette and looking the same across all channels. While those are important tactical procedures, they’re not enough to create brand advocacy or insistence. You need a “sticky” brand. In a session I co-presented at the DMA08 annual conference in Las Vegas last week, with Keith Eldred, project manager at New Pig Corp., a B-to-B cataloger of industrial safety products, we examined how to build