Values marketing is a movement that’s gaining strength every day, and we’re always excited when we find others who share our vision and help us spread the word. Big shout out to content marketing expert Patti Podnar, who included Zenzi’s research in her recent article below. We thought it was right on point (and we hope you will too.) You can follow Patti on Twitter at @PodnarWrites.
Today marketers have access to more data than ever. From past purchase behavior to web consumption patterns to social media actions—we are facing an explosion of information. Harnessing this data promises increased marketing efficiency and ROI. But the overwhelming volume of information makes it difficult to know what is important versus what is just noise. In fact, Gartner’s hype cycle puts “big data” near the apex of inflated expectations when it comes to digital marketing.
In our last post, we discussed how brands have distinct personalities that resonate differently with people depending on their values. Well, many companies also have distinct cultures that permeate all facets of the organization, and these cultures will appeal to people of different value types. Successful organizations need to create a unique culture and mission statement that defines them, and only them, in order to attract and retain the most loyal employees and customers.
When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
Just like people, brands have personalities. No two brands are exactly the same, and each brand’s unique personality is reflected in everything from their packaging to their advertising, to their blog posts and social media content. Psychologist Jennifer Aaker identified 5 dimensions of brand personality that can be used to classify the personalities of most brands. Here are the 5 dimensions, with brand examples:
You know your patient’s age, medical history, diagnosis, but do you know the most important thing about them that will make them take notice, influence their likelihood to follow through with care, or become loyal customers?
Many brands spend significant time and money developing customer personas or archetypes to gain more understanding of their customers. But what exactly are personas and archetypes? Do you need to use them all? And which offer the best insights to effectively communicate with customers?
Are you a creative thinker and communicator? Do you pride yourself on a high-quality work ethic and attention to detail? Do you aspire to join a results-oriented team to help develop your professional skills while working alongside senior-level executives? If you answered yes, this is the internship for you.
When Under Armour got its start in 1996, with founder Kevin Plank selling gear from his car, the market was already dominated by strong performance brands. It had to strike a chord with customers to make an impression, and fast. Flash forward to today. Under Armour has surpassed industry giants like Adidas, with $3 billion in sales last year alone.
REI continues to make headlines, with its bold announcement that it will be closed on Black Friday, encouraging employees and consumers to instead #OptOutside. The retailer’s social media hits are up over 6,000 percent compared to this time last year says Salesforce.com.