🔥 HOT TOPIC! Check out the recording from a branding panel I was on in July, hosted by the Austin Retail & eCommerce Group:
We chat up where to start with branding, why care about branding, branding misconceptions, most important bits to branding, impact of COVID, data + branding, and branding predictions for the next few years.
Thanks again Lori Appleman and AJ Davis for having me.
The Wrong and the Short of it, published by Tom Roach on July 17, 2020:
https://thetomroach.com/2020/07/17/the-wrong-and-the-short-of-it/
Nuggets pulled directly from the post to spark your interest in reading the full post:
…There are irresistible pressures pulling marketers towards the short term. And there’s also a huge asymmetry in terms of accessibility to ‘performance’ channels vs ‘brand-building’ channels. Google, Facebook, Amazon and other platforms have given millions of businesses of every size and type, easy, self-service access to a giant direct response advertising eco-system. And this universal accessibility is also ensuring there’s a ready and growing supply of ‘performance’ marketing specialists and a dwindling supply of ‘brand’ marketing specialists – a factor that further exacerbates the divide.
…It’s never been more important to make every marketing $ work as hard as it possibly can. We’ve never been more aware that without short-term success there may not even be a long-term for some of our brands. And the best way of securing both will be to embrace the fertile middle-ground that lies in combining the power of short and long-term effects…
…It’s important to say that long-term growth isn’t just achieved by adding up a series of short-term effects. It’s more complicated than simply being additive: it’s a multiplicative, compound effect, which starts slowly but strengthens over time. And whilst all long-term growth actually has roots in the short term, only some kinds of short-term activity also lead to long-term results.
Austin job opportunities published by Austin Chamber of Commerce:
Join me this coming Thursday, the 16th at 12noon CT, for an online panel about Retail and eCommerce Branding – gonna be a good one hosted by the Austin Retail & eCommerce Group.
RSVP here:
https://lnkd.in/e_m5Xmd
