In 2020, telling a client’s core brand story includes expressing it clearly, succinctly, in increasingly small spaces. When used correctly, icons are a highly effective way to convey big ideas without using a single word.
IAB (Interactive Advertising Bureau), a trade association at the nexus of the media and marketing industries working to harness the power of the digital economy, released “Disrupting Brand Preference,” a study highlighting the growing impact of disruptive shoppers – including brand Super Influencers on the traditional purchase path at every point of the sales cycle, from discovery to purchase. Black Ink helps organizations and brands define and express brands, helping to create the social places and portals for customers to discover, experience, contribute to and share brand stories.
Organizations reimagining their brand and continuing to build on their trust capital have the opportunity to not only regain their pre-pandemic business momentum, but to lead the way in rebuilding and revitalizing their lives, their business, and the lives of their employees, their neighborhoods, their communities, their towns, and their cities.
With the economy finally poised for reopening post-Shelter In Place, many brands have the opportunity – and some, the need – to be realigned and reenergized. If you’ve hunkered down and worked, and reworked, your organization’s strategic operations survival plan, it’s time to pivot to a post-Shelter in Place brand revitalization.
Assess everything you currently have in the market, starting with the channel that gets the most eyes. Evaluate those assets and messages from a new point of view: one that is living in a world with record-high unemployment rates, economic uncertainty, and general anxiety.
Each week Black Ink’s “WeeklyGrind” provides valuable insight into topics relevant to shaping brand principles, strategies and tactics; creating powerful brand stories; and empowering businesses to gain trusted share of voice.
