WHAT MAKES YOU DIFFERENT?
technology
Points-of-difference make the difference. Considering the endless evolution of technology, the need to communicate breakthrough approaches and innovative solutions is challenging. In this continuous state of catch up, the industry’s marketing voice becomes homogenized, and satisfying consumer demands have made new technology products commodity plays. So how do you stand out to audiences?
Now more than ever, technology-focused brands need to define ownable points of difference that satisfy short-term needs to generate long-term commitment.
WHAT DO YOU STAND FOR?
consumer packaged goods
Consumers aren’t afraid to try something new and different. Because of consumers, “what’s in it for me?” attitude, brandloyalty has tarnished. Even the most recognizable brands find difficulty satisfying loyalists. Too many choices, price”fluctuation, packaging that screams, “pick me” create fickleconsumers. So how do brands turn the tables in their favor?
Authentically tapping into consumer emotions instead of focusing only on the rational decision-making process of brand attributes, features, and facts will create personalized value and build a loyal relationship.
HOW DO YOU ENGAGE?
finance
Financial institutions need to connect creatively. Banking and finance has always lacked the “shiny appeal” that other business verticals offer consumers. Nobody gets excited when they hear the word “bank.” They rely on the same tactics year-over-year making, “We care about our customers.” messaging predictable.As consumer needs and priorities continue to shift, how can financial institutions captivate while providing value?
Focusing on customer service to maintain trusting relationships will remain the gold standard. However, consumers are eager to engage with new experiences. This creates an opportunityto rethink what, how, and where to communicate a brandsvalue proposition, providing captivating and broad awareness.
HOW DO YOU LOOK?
luxury retails & fashion
Evolving through the certanty of change. The onset of the coronavirus stay at home mandate increased mobile shopping and social media engagement. Yet, the economic implications forced many brands to reduce marketing budgets and make decisions based on performance-based ROI to justify the spend, creating an unprecedented challenge. How can luxury andfashion retailers maintain top of mind status when paid awareness tactics are no longer an option?
Luxury retail and fashion brands have an opportunity to marketbeyond the mannequin and make an intentional and relatable impact by radiating genuine support in today’s new normal.
