The marketing chatter these days is all about digital. That app looks tasty, but do your clients really want the calories? In fact, the digital buffet is all very tempting, but like every buffet, a little bit of everything is unsatisfying. Pile it all on your plate and even the largest marketing team will have too much to digest. Here’s what we’ve learned this year about a balanced on- and offline diet in an environment of excessive information:
- brand is personality—Without a clear message and distinct approach, your outreach efforts won’t connect personally. Marshall Gerstein Borun, as well as Gowlings, gain a brand personality this year.
- brand is authenticity—Lie a little? Sell too hard? The audience laughs, and your brand is not taken seriously. We believe Lieff Cabraser’s Justice video is a real lesson in the power of being genuine.
- brand is creativity—Are wholesalers just truckers hauling boxes? The Wine & Spirits Wholesalers of America prove otherwise. Are accountants just bean counters? Texas’s Weaver shines beyond the category, matching its services to its clients’ dreams.
- brand is leadership—The International Trademark Association secures its leadership position, and the Franklin Pierce Law Center sustains its pole position as it merges with the University of New Hampshire.
- brand is focus—Jackson Lewis creates a knowledge center for labor and employment law. Gibbs & Bruns shares its winning focus in and out of the courtroom.
Nine delicious bytes await. Enjoy the tasting.