AW SHORTS – BRANDS + MARKETERS

The impact COVID-19 had on business rendered agencies’ strategic plans obsolete and disrupted their clients’ pre-existing marketing and branding roadmaps. After spending the past year scrambling for new business and adjusting to remote work, agencies finally have a little breathing room.

TV advertising and offline media budgets have yet to change much. The advertising budgets certainly haven’t fully transitioned into the digital arena as quickly as they ought to be to match consumer behavior migration.

While Google and Facebook’s dominance has long seemed insurmountable, the past two years have seen the rise of a third major online advertising player.

Branding is the way a business owner communicates his or her business’ identity to customers. It’s beyond what you sell; it’s your mission, company values, aesthetic, and tone of voice. It’s essentially how customers emotionally experience your company.

The parochial view of Amazon is they’re a high-volume store that struggles with thin profit margins. Water cooler stock experts marvel at its high stock price and crow about its measly profits.  Here’s some free advice: don’t listen to the arm-chair experts.

Looking into what 2021 holds for marketers, brands have a timely opportunity to embrace the growth of digital events–with a focus on fans as a keystone component.

I’m no Paula Radcliffe, as anyone who has seen me run can testify, but we’ve all been on a marathon over the past twelve months and I, for one, think the finishing line is in sight.

Going into 2021, it’s time for brands to reset and reclaim control of their destinies. 2020’s stop-gap solutions and quick pivots might have kept the lights on. But did they position your business for the long-term road ahead?

Agencies of all shapes and sizes were disrupted as the pandemic plunged our industry into the unpredicted territory. And while the experience has been humbling for us all, I’d argue it has gone a long way to showcase the strengths of the independent agency model and how they work with their partners.

Good branding is the foundation for all your marketing success, which is why so much effort goes into it. It’s important that your branding is memorable and constant across all channels and platforms, with one report finding that consistent branding increases revenue by 33%.

We spoke with Melissa Tischler of global creative consultancy Lippincott about her Principles for Driving Innovation-Led Growth, why brand is an essential input to innovation and how prioritizing innovation today can unlock growth for tomorrow.