Coordinates 08.20.02
Welcome to Coordinates 08.20.02
In this Coordinates, we’re getting back to brand.
Because I grew up in CPG brand marketing and am a strategic brand marketer, I struggle with how brand takes on different meaning across industries, especially tech, and how that industry’s definition of brand is taking over.
It’s why I wrote, “Why brand matters throughout the purchase funnel.” Find a link to the article below.
We follow it up with our typical round-up. We hope you find it useful. And, be sure to check out the news about Jonathan Weiner’s book, “Getting It Right: Lessons on Insight-Driven Marketing Strategy.” If you’re looking for a foundational marketing book, this is one to pick up. And get it soon at the pre-order pricing of just $2.99! Read more below.
While times aren’t normal, we seem to be getting to a new stage of what it means to be living with the pandemic. That might be tossed up again as we move into the fall and back to school and then holidays. But in the meantime, I hope you can enjoy the last long days of summer.
Be well,
Kathy
Branding Corner
Why Brand Matters Throughout the Purchase Funnel
The Marketing function does itself a disservice when it bifurcates brand and performance marketing.
Why? Simply because brand matters throughout the purchase funnel, and all marketing needs to perform. Separating brand and performance marketing implies brand doesn’t apply to certain marketing tactics throughout the funnel and suggests not all tactics need to deliver ROI or they won’t deliver a return. These poor definitions also suggest that marketers should live in distinct pillars (i.e., brand marketing or performance marketing) vs. understanding all of the marketing mix across the purchase funnel.
Learn more about why we think there needs to be a deeper understanding of brand, new definitions for the different elements of marketing, and how to train people to think holistically.
Find the article here >
Insights to Inspire to Action
Strategy
How to make sure your strategy actually gets executed.
Leadership
Despite Zoom fatigue, a reminder that we are human. Make the time to connect with your colleagues and team.
Tips on how to manage difficult conversations.
Brand
A helpful view of value in building a brand.
A quick video from TED also offering a lesson on value.
A fun illustrated view of the brands loved by each generation.
Consumer
Learn what consumers need right now during the pandemic, courtesy of C+R research.
Marketing
Helpful insights for businesses and brands on participating in the conversation on race amidst the Black Lives Matter movement, from Ignite 360.
What’s hot on Instagram right now.
Learn from Milk Bar on being agile with digital marketing during this time.
Innovation
Just what we like to see—companies partnering to make better progress, in this case in the pursuit of reducing single use plastic shopping bags.
Creative
Meet two of the founders of Saturday Morning, a non-profit that has been working on equal representation of people of color in the advertising business, and learn more about what they are doing around racial justice.
Tips on how to nurture young, creative talent.
On Watch, Take Notice
What's Trending
Learn what industry leaders think may take shape in the next 5 years coming out of the pandemic.
Book in Brief
“Getting It Right: Lessons on Insight-Driven Marketing Strategy” by Jonathan Weiner
Looking for a primer on marketing strategy? This is the perfect book written by our friend and colleague Jonathan Weiner. For our benefit, Jonathan captures his experience working on the consulting and client side with companies such as Pepsi, Del Monte, and Smuckers in roles ranging from Insights to CMO.
This book isn’t just for those new to marketing and brand. I appreciated reading the book having 20+ years of experience. It not only reminded me of best practices around insight-driven marketing across the mix, but also provided new insights for how to approach marketing in today’s complex marketing landscape.
Learn more about the book here >
Get it right! And, pre-order the book now (special pricing before launch for a few more weeks – just $2.99 before it jumps to $9.99)!
NOTE: If you need even more incentive, do good by getting the book, because a portion of the book profits will go to the ACLU and to Feeding America.
Buy the book here >
Worth a Listen
Get some smart persuasion tips from Wharton professor Jonah Berger. I think I’ll be picking up his latest book, “The Catalyst,” based on my hearing his insights here.
“Making promises and keeping them is a great way to build a brand.” – Seth Godin
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The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
We help you build and grow your brand or help you make a positive change to your business. We offer services in Business Strategy, Brand Strategy, Portfolio Strategy, Brand & Product Positioning, Brand Architecture, Marketing Strategy, Content Strategy, Innovation Strategy & Process, Consumer Insights, and Trend Analysis.
We also lead workshops and facilitate strategy and business planning sessions, provide advisory services, and offer Executive Coaching.