CMOs Agree Prioritize People Over Branding

    Digital Marketing, Sales, B2B, B2C, Branding, Millennial, Content Marketing Institute, CMI, Microsoft, Visa Google, Facebook, Amazon

    The millennial consumers are so-called “information-overloaded,” so people-centric branding is the key to rule the market.

    There are 5,000 definitions of brands, but really, a brand is a person’s gut feeling about a service, product, or organization. In front of young marketers, an expert advertiser puts the relevance of brands in perspective.

    Amazon topped the 2019 list of leading brands, followed by Microsoft, Visa Google, and Facebook. There is a smooth shift from product brands to technology and service brands. It shows that the audience is getting attracted to brands that deliver than brands that manufacture.

    With great data comes great responsibility for security. The access to an abundance of data is alluring for marketers, but they should be cautious about self-regulating and avoiding the temptation of over-targeting the consumer. Marketers need to have great empathy to win over more customers.

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    The evolution of the Internet has not taken the path it was supposed to. The Internet was supposed to be a super-highway of information, but with the advent of social media, the internet has become the super-highway of prejudice and bias.

    Successful branding yields benefits like an improved image, increased customer loyalty, and a relatable identity. Brands should smartly use the internet to create brand differentiation rather than just getting lost as one common name among all the competitors.

    And a successful branding strategy can only be drafted if the strategy is designed keeping the target audience in mind.

    B2B brands fare better with consumers when they use emotive rather than rational marketing messages. As stated by the Content Marketing Institute, B2B marketers have consistently stated brand awareness as their top priority over the last five years.

    People-oriented marketing strategies are the best way to define and deliver targets as confirmed by 89% of marketers that sales and lead generation lie lower in the priority funnel for them.

    In the audience-centric environment, most brands are transforming this linear, traditional brand direction, often knocking down their core pillars by giving up the creative control to offer their highest potential value to the customers.

    Emotions and stories are vital, but brands are now up-selling, cross-selling, expanding, and adopting new ways to stay continuously engaged with their highly informed, spoiled audience.

    Read More: Digital Customer Experience: Top Trends to Watch in 2021

    Brands that care about people instead of branding will be the most successful in the future. What distinguishes brands will be lesser important than what gets people together. Successful brands in the future will care about people, not branding.

    Regardless of whether it’s a B2B or B2C brand, a large or small business, an emerging competitor, or a long-standing organization, marketers must maintain the audience as their first priority.

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    Debjani Chaudhury
    As an Associate Editor with Ondot Media, Debjani contributes editorial articles for two platforms, in collaboration with our global respondents and their marketing teams. With a prior global experience of content writing, Debjani is a seasoned journalist and Content Developer who comes with 3 years of experience with Fashion, IT, and International Marketing industries. She has represented India in International trade forums like Hannover Messe, Germany.