Branding isn’t everything. If you throw enough money at a business, you’re sure to get some traction. If you have a super sales force, you’ll make some inroads. If you are in the right place at the right time, success will come to you, at least for a while. But a weak brand or no brand will catch up with every entrepreneur somewhere along the way.
Tech companies with an idea, but not a brand disappeared in the tech shakeout of 2000. Many VC funded. “Uber-ish” companies in the mobile space today will probably share the same fate. A company without a brand is just, well vulnerable.
A lot of the discussion in marketing in the last month or so has been about the “slow, then all at once” change in social media. Incrementally, this discipline in marketing has gotten a lot less about “getting” the platforms and a lot more about using them effectively; what you have to pay for and what you get for free. So too has the world of digital advertising gone through upheaval (again.) Not lost in the shuffle has been a new interest in branding – when you can no longer have a “first mover advantage”, digitally speaking, it’s back to basics.
There is a great article in Inc. about Coupons.com and the branding and rebranding that smart companies do. In the 21st century, sitting still isn’t an option. Understanding your customer and telling your story in a fresh and creative way never gets old.
So branding is back. Long live branding
.MARYANNE CONLIN IS AN CPG TRAINED MARKETER AND AN AWARD-WINNING DIGITAL EXPERT. SHE SPECIALIZES IN HELPING GROWING BRANDS DEVELOP STRATEGIC MARKETING PLANS AND EXECUTE THEM EFFECTIVELY.
CONTACT HER AT REDROPESDIGITAL.COM
FOLLOW HER ON TWITTER @maryanneconlin