What Is a 21st Century Brand?By Burkey Belser
August 28, 2015
This question was posed by Marketing Sherpa and is worth a read. We're often shocked to learn how little is understood about brand. Ironically, today a logo plays second fiddle to a professional service firm's website as a surrogate for "brand" because professional service firms will never and can never put the energy behind their logo that a product will. Products are in your hands every day, reinforcing the logo. Services are not. So most of us have got it all wrong. So, if you need a shorthand for "brand," the logo is not it; the website is. Aside from the logo, you might ask yourself "Is my website really branded?" From our most recent survey coming out in September, the answer is a resounding "No!" Remember a brand is not just a logo but a voice, a personality and a set of repetitive messages calling out what you stand for, what you're really good at. For now, IT and IT-challenged CMOs are focused on marketing automation. Good news, technology is getting way better. Bad news, brands are ignored. We said it once and we'll say it again, your buyers don't read code.