Branding Rule: Create Amazing Customer Experiences
This post is an excerpt of our Branding Rules eBook.
Branding means so many things to different people that it has become nebulous. It’s called the “secret sauce” of marketing, but what does that mean?
“Secret sauce” might mean sriracha to some, Tabasco to others, or the intangible and often unidentifiable ingredient that we all seek and/or covet.
We cleared the confusion by gathering 14 branding experts and asked them a question: “If you could impart only one piece of advice about branding, what would it be?”
We compiled the results, added illustrations by Gapingvoid’s Hugh MacLeod, and created the 2014 Branding Rules eBook to provide a resource filled with timeless advice to guide your business’s branding efforts.
Here’s advice from Ford’s Global Digital and Multimedia Communications Manager Scott Monty.
Increasingly, marketers are focusing on customers and their experiences. They believe the brand exists as customers communicate it through social media posts, reviews and private conversations.
Branding is both internal and external. While the external relies on the message produced, it’s also dependent upon the customers who receive it. That point garnered attention from a number of marketers and authors.
Scott Monty put his thoughts succinctly:
Branding is not what your company aspires to be; branding is what the customer experiences day in and day out.
When you consider how Ford has built its social media programs, you can see Scott’s words at work. Whether it was the groundbreaking Fiesta Movement in 2009 or last year’s Random Acts of Fusion, customer and stakeholder participation has been the primary component of social interaction. The transformative social brand experience boosted Ford’s visibility and reputation through the authentic words of the customer.
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