Case Studies. Shorthand and Canva. 6 ways visual storytelling can bring brand stories to life. When words and visuals work as a team to paint the full picture of a brand story, the results can be powerful. Here are six different ways Shorthand is being used to transform brand and product stories into engaging, visually-rich experiences. How would you use it? You might only see the model's boots in the Title Section of this fashion story, produced by ELLE Canada and Hudson's Bay, but the use of autoplay video off the bat means it's both engaging and fun, which immediately encourages the reader to scroll down into the rest of the story. Similarly, this collaboration between ELLE and McArthurglen uses Shorthand's reveal effect to create striking transitions between images.
Shorthand's unique Scrollmation sections allow users to incorporate animation in stories simply by adding a series of images. This story by LG, for example, allows readers to "scroll" their way through different rooms in a house, each one associated with an LG product referenced in the corresponding text. About Us | BASIC™ | A Branding & Digital Design Agency. Enterprise Ecommerce Software - Scalable Ecommerce Platform. Branding Strategies When a Bargain Brand Attacks a Premium Brand. 5 ways entrepreneurs can create a premium brand | Conversion Advantage. What Can Luxury Brands Teach Us About Ecommerce Content Marketing? Shoppin cart reviews. MarketingSherpa Blog. Brand. Brand. What 7 Key Strategies Must We Learn From Apple Marketing?
Coming off the heels of yet another successful Apple launch debut, it’s increasingly clear that Apple is on top of their game in a way like no other. Which other company could turn an ordinary press conference into a live global event? The secret lies beyond their product line and design standards; it lies beyond even Steve Jobs’ emphatic adherence to Apple’s core philosophy, which is that the user doesn’t always know what they want. Looking at the company’s latest product lines and revenue models, I’d be a fool to call them anything less than what they are, which is: A design firmA media platformA publishing companyA software powerhouseA computer builderA movement Break down each of these bullets individually and you’ll find a company at the top of their respective industry, but combine them into a single entity and you’ve got the recipe for building one of the most influential businesses of all time. 1.
Ignore Your Critics “Great ideas often receive violent opposition from mediocre minds.” 'Thought Leading' Your Way to Premium Brand Status. They're called by different names such as premium brands, luxury brands or even high-road brands. Regardless of the name, the value of attaining premium status in your industry comes with high rewards and the greatest return on sales (ROS) or margins in the industry. Moreover, as you attain premium status, you jettison the need to "push" ceaseless messaging and advertising and tip of field of gravitational pull in your favor by becoming a "pull brand" that attracts the right customers with less effort. That said, not every brand can be a premium or high-road brand.
For those brands seeking that status, however, I submit that pursuing a thought leadership marketing strategy is one path toward premium status. Let's have a look at some of the characteristics of premium brands and how they correlate with thought leadership marketing. What is a premium brand? Premium brands are those that typically lead their category through innovation, innovation and more innovation.
Marketing Strategy: Software startup used B2C model to achieve 11% B2B conversion rate. By David Kirkpatrick, Reporter Emaze is a startup company that produces online presentation software and offers a variety of templates to help its users get started. When it launched, the company wasn't sure who was going to become its paying customers. Daniel Glickman, CMO, emaze, said the beginning strategy was to let everyone use the product for free and then ask all users to begin paying. Once a bit more established, the team manually took random samples of its growing user base and found three distinct personas: Business usersEducation usersPersonal usersWhile business users — from mostly small businesses — make up its key target audience, the company also has a significant user base for educational and personal use of the software.
Glickman said the business user segment could be further broken down into startup companies, social mid-level executives and some corporate users, although emaze wasn't focusing on the corporate audience. He said, "The CEO is the end user. Step #1. Step #2. Slack. Millward brown increasing brand value. Google Docs - create and edit documents online, for free. How to Develop Strategy Mission, Vision & Values | OnStrategy. Examples Values Values are enduring, passionate, and distinctive core beliefs, and they’re an essential part of developing your strategy. They are based on enduring tenets—guiding principles—to adhere to no matter what mountain you climb. Your core values are part of your strategic foundation. They are the beliefs that guide the conduct, activities and goals of your organization. They establish why you do what you do and what you stand for.
Values are deeply held convictions, priorities, and underlying assumptions that influence the attitudes and behaviors of your organization. Keep the list of values to between five and seven. Here is what Herb Kelleher, former CEO of Southwest Airlines had to say about core values. Vision Statement Vision statement – this statement reflects the specific mountain you are currently trying to climb – the “where.” We will put a man on the moon before the end of the decade and bring him back. An effective vision statement consists of the following elements. How to Develop Strategy Mission, Vision & Values | OnStrategy. Luxury Branding: The Difference Between Premium and Luxury • Strategic Marketing Ideas from BrandUNIQ. An article on the NBC News website announces the new 2014 Hyundai Equus, with a price tag of over $70,000: “At next week’s New York Auto Show, Hyundai will spotlight the 2014 Equus, the mid-cycle update of its premium-luxury sedan.
The sedan will compete with high-end makes, such as the Mercedes-Benz S-Class and BMW 7-Series.” Did you notice the dash between the words “premium” and “luxury”? Has the distinction between “premium” and “luxury” become so insignificant that it’s almost impossible to quantify? Can a brand such as Hyundai, that many would equate to “affordability”, suddenly become a player in the premium, or even luxury segment? I have to admit the line that separates the “luxury” from “premium” has become blurry. Many luxury brands launched “teaser” products, at much more affordable prices, in order to attract the new, younger clientele.
Luxury branding requires proper distinction between the terms. Strategic Brand Management. Taking a premium position in the market. Brand Positioning For Professional Services Brands. Unlike product brands that you can pick off the shelf or take for a test-drive, most professional services organizations sell an intangible. The product cannot be fully “experienced” until it’s purchased. That intangible is usually a promise to produce a desired future outcome that improves the condition of the customer. Professional services are sold on reputation and trust, and a strong brand establishes these qualities in the minds of prospects. The prospect buys into the promise based on their level of trust with the provider. For this reason, brand building for professional services companies is often more critical to building business value than for product brands. In an age where most service brands are price driven commodities, professional services brands have to be positioned in the minds of customers with razor sharp precision.
. – We are client focused – We are global – We build lasting relationships – We value trust and integrity – We are experienced in your industry. Not just a pretty face. How to create a successful b2b brand strategy. - Marketecture. What first comes to mind when you hear the word ‘brand’? For many, it’s likely to be a company’s visual identity. Its logo, its imagery, its colours and its typography. Certainly when you think of global brands such as Coca-Cola, Google, Apple, IBM and McDonalds, it’s clear that a strong visual identity can help businesses to become instantly recognisable.
However a powerful visual identity is only part of what it takes to make a good b2b brand and a beautiful logo alone simply won’t cut it if you don’t consider the bigger picture. One common mistake in the b2b world is to confuse products and services with ‘brand’. In simple terms a brand is what people think about when they see or hear your brand name. A brand is something that: The bottom line is that businesses don’t create brands, customers do. Is brand important in b2b? The principles behind creating a powerful brand identity are the same whether we’re talking about b2b or b2c.
So just how do you go about creating a great b2b brand? Millward brown increasing brand value. Brand Strategy: Win By Creating New Value. Many marketing people are obsessive about the urgent work of competing rather than the more important work of creating. Brand owners and managers are busy people! They’re busy everyday in back-to-back-meetings. They’re under increasing pressure to create more revenue, and get more stuff done as cost effectively (cheap) as possible. They’re thinking about supply-chain logistics, product development, pricing, channel strategy, promotions, customer service and their competitors.
Managers are hyper-focused on their marketing ROI– the urgent metrics executive management values most and forms the basis of reward and compensation. It’s easy to see why the focus is on the urgent rather than the important. One of the important principals we hold near and dear in our brand strategy practice needs to be mentioned: Tis better to create new value than compete for the value created by others. Why on earth do really smart people invest tens of millions of dollars bringing me-too products to market? Marketing Strategy: Software startup used B2C model to achieve 11% B2B conversion rate. By David Kirkpatrick, Reporter Emaze is a startup company that produces online presentation software and offers a variety of templates to help its users get started.
When it launched, the company wasn't sure who was going to become its paying customers. Daniel Glickman, CMO, emaze, said the beginning strategy was to let everyone use the product for free and then ask all users to begin paying. Once a bit more established, the team manually took random samples of its growing user base and found three distinct personas: Business usersEducation usersPersonal usersWhile business users — from mostly small businesses — make up its key target audience, the company also has a significant user base for educational and personal use of the software.
Glickman said the business user segment could be further broken down into startup companies, social mid-level executives and some corporate users, although emaze wasn't focusing on the corporate audience. He said, "The CEO is the end user. Step #1. Step #2. 5 Qualities of Premium B2B Brands. What Does Your Brand Say About You? The Top 100 Brands of the WorldImage Courtesy Of DesignBuddy.com One of the most common questions I used to ask during customer interviews is, “Does Brand X have premium value?”
Of course, the typical response was, “What do you mean by that?” For B2C clients, it was whether the brand attracted higher income customers, had repeat customers, and had a strong reputation for quality. When I think of premium-value brands I think of Apple, Mercedes-Benz, American Express, etc. In the B2B world, what does that translate to? Every company wants a strong reputation for quality or having a class-leading product. 5 Must-Have Qualities of Premium B2B Brands Excellent Customer Service: In most of the customer/prospect interviews I’ve had in the B2B space, customer service is something that always comes up. In your experience, do you think it maters in the B2B space whether your company’s brand conveys premium value?