IDG Uses Brand Ambassadors To Align Culture To Brand

ALT="brand ambassadors, IDG story, Soulati Media"IDG is a HUUUUGE company; in fact, it states on its website that it is the world’s largest media tech company. That’s nothing to sneeze at, and you know what else? IDG also had a brand culture problem. It was so big that the individual business units were silos. We’ve heard about silos before, right? Apparently, IDG had never hired a chief marketing officer which is highly interesting for such a massive global corporation.

The company decided to relaunch the brand to better inform customers about what else was available throughout the company, and in order to do so, it had to align its brand culture with all internal stakeholders.

The very first step taken by IDG was to research. This is ALWAYS the first step to take to find all of the problems and to then apply strategy to solve them.

Brand Ambassadors Are Employees

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Our Latest Episode Is Right Here! (33:55)

Branding And Helpfulness Begin With Culture

ALT="Helpfulness, Soulati.com"Helpfulness is akin to giving, giving back and paying it forward. When someone deigns to be helpful, they are thinking not first of themselves, but of another who is more in need.

What does that ‘need’ look like? Down and out, a home crushed from a natural disaster, job loss, medical matter, need for information, an elderly person unable to drive for the groceries or change the light bulb, or someone just plain depressed over the loss of a loved one.

There are many reasons why someone needs to receive an act of helpfulness or kindness, but this is not about challenging you to do more of that. Person-to-person helpfulness is simpler to ascertain, isn’t it?

When you put helpfulness into the same discussion with branding, then the understanding is somewhat blurred. Humanity is helpful; is a brand?

Helpfulness is an element of our heart core. Within you as a human, your heart core is a desire to be kind, genuine and helpful. It forms your person, it becomes your personality, and it is visible in your aura. What’s also apparent is whether this helpfulness philosophy is genuine, or not.

Helpfulness in Branding

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BASF Love In Business Campaign

ALT="BASF Ad for Create Chemistry"Is there love in business? BASF, the 150-year-old conglomerate, thinks so.

In my hunt for good podcasting fodder, I was leafing through Bloomberg BusinessWeek’s The Year Ahead 2016 issue. When I landed on a full-page spread by BASF, which I thought made audio and stereo equipment, I came across this tagline:

We create chemistry that makes more power love a cleaner drive.

Eh? I read it again and again and still could not decipher whether it was referring to computer hard drives (as the left vertical image was of a super highway often depicted as the speeding Ethernet), or whether it was the clean fuel as depicted on the right vertical image in the ad. The blue heart conjoining the two images then made me wonder if ‘chemistry’ was the entendre for ‘love.’ [Read more…]

Who Knew Developing Brand Persona Included Bathroom Humor?

ALT="Heart Of Marketing Podcast Logo--Soulati"I’m jumping the gun and skipping ahead to Episode 007 of The Heart Of Marketing podcast (available for download on iTunes) during which John Gregory Olson and I chuckle our way through potty humor while attempting to be serious about developing brand persona.

OMGosh! This episode brought tears to my eyes, well almost…I was just trying to get you to listen…whence I listened to it to prepare my blog post. I can’t stand not to laugh in these podcasts, otherwise I’d fall asleep!

What is Persona?

Everywhere you look, someone is suggesting that persona development is critical for brands. I dive in to three hot resources in Heidi Cohen, Vincent Messina and Tony Zambito who each know a thing or two about buyer persona versus buyer profile. They’re different!

In public relations circles from where I come, we liked rather to look at target audience as it relates to demographics. Marketers, on the flipside enjoy creating stories about who that buyer is, what they do every day and how they live. I wasn’t a fan, until I was. [Read more…]

Real-Time Marketing Is A Snappy Technique

alt="24-hour news"

One of the undisputed advantages of the Internet is that it runs 24/7. Internet time means that things happen faster than they do in real life — conversations continue ‘round the clock, information is continually compiled and ideas appear at any time. Internet time is advantageous to marketers because you can participate in discourse in your industry, build awareness and aggrandize branding efforts by putting up content.

Technology is apparently a limitless tool, but what about connecting with customers and prospective client right now? Real-time marketing is a snappy technique that takes advantage of Internet time and the far reach of the medium via various platforms. Real-time marketing, or RTM, is a method of participating in Internet news and trends by fitting the topic to your own marketing needs.

Newsjacking

Whether or not you’ve ever heard of RTM, the concept is a similar one to newsjacking, a term conceived by David Meerman Scott. Newsjacking refers to the adoption of a piece of news as a vehicle for driving a marketing agenda. This agenda may include a particular product or service, or simply relate your company in a more general way. Newsjacking is a common enough practice that can be applied across online media, from the company blog to social media networks.
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