Sunday, December 4, 2016

Leading-Edge Brand Management & Marketing



I usually write about timeless or evergreen brand management and marketing topics - the fundamentals that were true years ago and that are still true today, the topics and concepts that every brand and marketing manager needs to know to be successful.  But today, I am writing about what is new, what is current, and what is leading-edge. 

Given the importance of customer insight, I will start with the latest market research. These are at the forefront of today's market research approaches:

  • Big data analytics
  • Combining data mines with attitudinal research
  • Attitudinal segmentation
  • Knowing when to apply which statistical technique - regression analysis, ANOVA, factor analysis, cluster analysis and logistic regression
  • Eye-tracking technology
  • Using MEG, GSR, EEG, SST, QEEG, FMRI, PET and CT scanning to understand likes and dislikes
  • Better understanding memory encoders and triggers
  • Improved retail traffic flow pattern measurement and analysis
  • Drawing on the insights of behavioral economics
  • Measuring ROI
  • Identifying sales drivers
  • Antropological studies
  • Conjoint analysis and AI
  • Emotion measurement tools
  • Online focus groups
  • Mobile research options
  • Color science and emotional response
Here are the most recent areas of focus in brand management:
  • Shared values
  • Community building
  • Using cultural symbols
  • Employer branding
  • Internal employee and system/process alignment
  • Brand co-creation with customers
  • Brand storytelling
  • Customer touch point design
  • Strategic partnerships and co-opetition
  • Game theory and competitive strategy
And here are some leading-edge trends in marketing:
  • Hyper-personalization
  • Geo-targeting and geo-fencing 
  • Undercover, stealth or covert marketing
  • The poison parasite defense (to reposition a competitor's brand)
  • Buzz (aka word-of-mouth) and influencer marketing
  • Creating influencer swarms
  • Content management, scaling content, creating viral content
  • Co-creating content with customers
  • Value-based community building
  • Proactive publicity as a primary tool
  • Unusual advertising media (crops, escalators, human tattoos, sidewalks, etc.)
  • Flash mobs and street team marketing
  • Authority marketing
As expounding on these topics could easily fill a tome, I would admonish you to conduct an online search for any of these for which you do not have a firm understanding so that you can learn more. Or let me know if there is a particular topic you would like me to cover in depth. This is the current or perhaps leading-edge state of brand management and marketing today.

PS - I would also be curious if you think I missed something.

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