From start to finish 2015 was a generous year in terms of learning opportunities for marketers. The shaping forces of markets, consumer behavior, over-communication, category disruption and the speed in which our discipline is changing reminded brands who were the strong, who were the weak, what was successful, and what missed the mark. You were there. We were too, with one big advantage — your help.
Brands are works in progress that we mistakenly think are finished. Instead, we should consider brands through the principles of wabi-sabi – a Japanese aesthetic ideology centered around the acceptance of persistent transience.
OK, I have to be honest. I had never heard of R3. Apparently in its day job R3 helps companies maximize their agency reviews, remunerations and relationships – hence the name. I have no idea if it is any good at any of those tasks, but it surely has done every marketer a favor with its report on marketing communications.
Branding Strategy Insider readers know, we regularly answer questions from executives and marketers everywhere. Today we hear from Mark, a VP of Marketing in Las Vegas, Nevada who asks this about defining marketing budgets…
Brand is a multifaceted term with a myriad of definitions. So how do we begin to understand it? Is the brand the material elements – the ‘things’ (products, logo, imagery) – or is the brand the ideas – the ‘concepts’ (values, meanings, purpose)? Well, I suggest that a brand isn’t any one of those – it’s all of them and more.
