{"id":5478,"date":"2020-02-28T12:54:27","date_gmt":"2020-02-28T17:54:27","guid":{"rendered":"https:\/\/responseblog.wpengine.com\/?p=5478"},"modified":"2020-02-28T12:55:07","modified_gmt":"2020-02-28T17:55:07","slug":"do-you-need-to-attend-to-your-brand","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2020\/02\/do-you-need-to-attend-to-your-brand\/","title":{"rendered":"Do you need to attend to your brand?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The answer to this question is always yes.\u00a0 Branding is never a one and done proposition.\u00a0 Building strong brands takes both time and attention.\u00a0 And, if you falter on the attention piece, you need to beware of the consequences. Some of which can be customer and internal confusion, competitive inroads, weak messaging, and a decline in brand value and equity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a few key questions you should ask yourself to know if you\u2019ve taken your eye off the ball or if you are in a good place with your brand:<\/span><\/p>\n<h4><b>WHAT DOES THE BRAND DO\u00a0 EXCEPTIONALLY WELL, BETTER THAN ALL OR MOST OTHERS?\u00a0 <\/b><\/h4>\n<p><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You need to be able to answer this question without hesitation. If you ask this question about Volvo, what do you think the answer is?\u00a0 Safety, of course. They do it better than anyone. Check out the latest commercial from them:<\/span><\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"The E.V.A. Initiative: Equal Vehicles for All\" width=\"975\" height=\"548\" src=\"https:\/\/www.youtube.com\/embed\/M47fd7MMMds?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">It leaves you with such a positive feeling about the brand, doesn\u2019t it?\u00a0 The topic of women being overlooked in research is highlighted in a recent episode of 99% Invisible, titled \u201c<\/span><a href=\"https:\/\/99percentinvisible.org\/episode\/invisible-women\/\"><span style=\"font-weight: 400;\">Invisible Women<\/span><\/a><span style=\"font-weight: 400;\">.\u201d\u00a0 I listened to this podcast over the summer and was astounded at all the ways women were basically not included in studies, research and product design.\u00a0 You should listen to it too, it\u2019s fascinating. Then, I saw the Volvo commercial a few weeks ago. I felt like it was a reply to the podcast and other media that were telling the same story&#8211; that all safety matters, for everyone.\u00a0<\/span><\/p>\n<h4><b>What makes your brand different?<\/b><span style=\"font-weight: 400;\">\u00a0 <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">I sat in a presentation a couple of years ago at the AdAge Small Agency conference by the agency that reinvigorated the Energizer brand, <\/span><a href=\"https:\/\/camp-king.com\/\"><span style=\"font-weight: 400;\">Camp + King<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 Think about the category Energizer competes in, batteries.\u00a0 How does anyone do anything different in batteries? They functionally are really all the same. And,\u00a0 when one brand figures out how to do something better than the other, like \u201clasts 25% longer\u201d, it is typically short lived as competitors catch up quickly.\u00a0 What Camp + King realized, is that the Energizer bunny has so much personality that it creates \u201cbrand magnetism\u201d&#8211; attracting away from Duracell and to the Energizer brand.\u00a0 It\u2019s what makes Energizer different.\u00a0<\/span><\/p>\n<p>They took the &#8220;brand guide&#8221; for the bunny and threw it away, and pumped up the bunny&#8217;s personality, like in this spot.<\/p>\n<p><iframe loading=\"lazy\" title=\"Energizer Bunny\u2122 - Carrots\" width=\"975\" height=\"548\" src=\"https:\/\/www.youtube.com\/embed\/KjwcfUDnMEM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>I smile every time I see these ads.\u00a0 This is brilliant, differentiated branding.<\/p>\n<h4><b>Is your brand still relevant<\/b><span style=\"font-weight: 400;\">?\u00a0 <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">We all know that hardly anything stays the same.\u00a0 Brands that don\u2019t keep up with changes in the market or aren\u2019t in tune with changing customer needs, wants, fears, likes and dislikes may see their relevance slip away.\u00a0 I love referencing Netflix, a brand that could have easily died, but instead kept up with changing technology and behavior to eventually dominate the streaming tv market.\u00a0 Do you remember that Netflix started as a mail order DVD rental company? Then they moved to an online, on demand model. Then, they started producing their own content, starting with the award winning series, \u201cHouse of Cards.\u201d Netflix changed how people watch TV and what they expect TV content to be. Whatever is next for Netflix, it is bound to bring more entertainment value to viewers around the globe.\u00a0\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"How Netflix Changed TV\" width=\"975\" height=\"548\" src=\"https:\/\/www.youtube.com\/embed\/XL6zNexyt8o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h4><b>Does your brand reflect your core belief?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">A core belief is the timeless essence of the brand. The one thing that never changes over time.\u00a0 If you are questioning if you even have a core belief, take pause and get help figuring it out. Steve Jobs returned to a faltering Apple in 1996. In 1997, he famously spoke about the brand and the need for the brand to communicate what the core belief of the brand is (see video below).\u00a0 He said, at Apple \u201cwe believe that people with passion can change the world for the better.\u201d That\u2019s at the core of their brand.\u00a0\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Best marketing strategy ever! Steve Jobs Think different \/ Crazy ones speech (with real subtitles)\" width=\"975\" height=\"731\" src=\"https:\/\/www.youtube.com\/embed\/keCwRdbwNQY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">If you think about it, lots of brands could make this same statement, right? It\u2019s not necessarily unique to Apple. But what this core belief does is grounds the brand in purpose and then opens a world of possibility in how they execute against the belief that drives differentiation and builds brand value.\u00a0 Apple built on this core belief to become the dominant mobile phone brand, not to mention their strong share of tablet and pc\/laptop market as well.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We are incredibly passionate about branding and helping companies build and manage strong brands.\u00a0 If you need help, just reach out. In the meantime, feel free to deepen your knowledge by visiting our<\/span> <a href=\"https:\/\/response.agency\/branding\/\"><span style=\"font-weight: 400;\">branding page<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The answer to this question is always yes.\u00a0 Branding is never a one and done proposition.\u00a0 Building strong brands takes both time and attention.\u00a0 And,&hellip;<\/p>\n","protected":false},"author":8,"featured_media":5483,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,1],"tags":[],"class_list":["post-5478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-uncategorized","post-grid"],"jetpack_featured_media_url":"https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2020\/02\/kyle-cut-media-bfUq82ZUTq0-unsplash-scaled.jpg","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/responseblog.wpengine.com\/2020\/02\/do-you-need-to-attend-to-your-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Do you need to attend to your brand? - Response Marketing\" \/>\n<meta property=\"og:description\" content=\"The answer to this question is always yes.\u00a0 Branding is never a one and done proposition.\u00a0 Building strong brands takes both time and attention.\u00a0 And,&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/responseblog.wpengine.com\/2020\/02\/do-you-need-to-attend-to-your-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Response Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-28T17:54:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-28T17:55:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2020\/02\/kyle-cut-media-bfUq82ZUTq0-unsplash-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\">\n\t<meta name=\"twitter:data1\" content=\"Carolyn Walker\">\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data2\" content=\"3 minutes\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/responseblog.wpengine.com\/#website\",\"url\":\"https:\/\/responseblog.wpengine.com\/\",\"name\":\"Response Marketing\",\"description\":\"We Help Ambitious Brands Punch Above Their Weight\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/responseblog.wpengine.com\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/responseblog.wpengine.com\/2020\/02\/do-you-need-to-attend-to-your-brand\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2020\/02\/kyle-cut-media-bfUq82ZUTq0-unsplash-scaled.jpg\",\"width\":2560,\"height\":1707,\"caption\":\"Photo by KYLE CUT MEDIA on Unsplash\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/responseblog.wpengine.com\/2020\/02\/do-you-need-to-attend-to-your-brand\/#webpage\",\"url\":\"https:\/\/responseblog.wpengine.com\/2020\/02\/do-you-need-to-attend-to-your-brand\/\",\"name\":\"Do you need to attend to your brand? 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