The world is changing very quickly.
Consumers are altogether ignoring traditional advertising and brand building tactics. We have a new industrial revolution emerging, with the introduction of 3D printers and platforms like Kickstarter. And that is just scratching the surface.
In the last post, we talked about how the best way to build a brand today is to create a great customer experience. While this is true, there is still room for marketing in building your brand.
1. Brand is less about what you say, and much more about what you do.
Existing fashion and retail giants have been slow to grasp this truth, whereas more nimble, entrepreneurial fashion startups are capitalizing. Why is it that big brands and retailers are not using their hundred million dollar marketing budgets on doing stuff rather than just trying to shout louder than one another?
When you do remarkable things, people talk about them. When people talk about you positively, you build your brand. This fits in line with one of my favorite definitions of branding:
2. Your brand is what people say about you when you are not in the room.
And there you have it. In a complex world, the keys to success have become simpler and simpler. Do remarkable stuff, and if its truly remarkable, the story will spread.
Some big brands are taking notice. Though still dependent on mass advertising, it's interesting to see Budweiser is advertising less with frogs and instead with the remarkable story of what they did for one lucky guy.
Take a look at the clip. Not only was everyone talking about this ad, but the guy was on ABC the next morning telling his story. "It was the best night of my life, all thanks to Bud Light."
Budweiser understands that brand is what you do.