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The New Brand Approach
By: Janet Kalandranis
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Times have changed. There are remotes for TVs, purchases can be made with the click of a smartphone and yes, customers are expecting more from all brands. What used to be acceptable to a customer has shifted drastically and brands need to be aware of how to achieve success in this new world. Customers don’t want products and messages forced upon them, but instead are looking for something different. It’s time for a new approach.

It used to be standard for brands to push messaging to their customers. That interruption that was always hated was still accepted. Now with smarter customers and deeper technology, customers are looking for an invitation to interact with brands; something that results in the same outcome as the 1950s approach, but achieves it in a much-different way. There has to be an evolution in how brands communicate with their targets. Sure, you will still use some of the same media, but the strategy is different now with integrated campaigns, social chats, and, of course, consumer feedback.

And it’s not just how brands share but what they share. Consumers are looking for much more than brand messages and are hoping to get valuable, usable content that they can’t find anywhere else. Yes, brands are now responsible for more than just products and services. They're asked to join other aspects of the customer’s life. Brands need to take a stance on what content they want to own and provide it for their customers. Dove and Real Beauty do a great job of not pushing product but rather creating a program full of content that ultimately feels like the Dove brand. And that might just sell more soap.

It’s not simply about having more words on your site or articles to promote. This newer type of content is easier to share and therefore gently gets additional customers interested in the brand. It’s like a sneak attack that customers know is happening, but for some reason accept it. It’s less intrusive, more valuable, and, for the brand, a very successful strategy. 

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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