One question that I am often asked is, “How do you refresh or freshen up a brand?”
Yes, my response comes with a story to be told, but that is what a brand needs to do, tell a story. In a world where information is readily available, where people’s dreams come true through a click of their mouse, and where a product’s ‘twin’ [competition] is just a few searches away, how do you differentiate yourself and standout from other brands and products?
A brand needs to define how they fit in the market and what their value proposition is for the customer. Thus, expressing a brand’s assets through various well crafted messages, which should include creations of experiential marketing materials, and experiential articles exploiting a brand’s assets, creates a compelling look into a brand. The key component is getting a story told so that it draws a connection with a brand’s desired audience. Regardless if a brand is launching a new product, trying to extol the virtues of an existing product, or updating customers on changes that have taken place, it is important to connect a brand’s values with that of the customer’s.
For certain brands their human element (example: family owned business, passionate leadership, or an engaging story on how they got to where they are) is an obvious connection to the customer and for others they overlook the human element, which in some cases is one of the most powerful assets that a brand has. With some brands, the passion, focus, and ambition that drove them to greatness is not projected and thus an emotional connection to customers, via the human element, is lost. Emotions along with passion are very important factors when customers make purchase decisions.
In addition to telling a story, a brand will need to find out about their audience’s behavior so that they can target and distribute their message, as well as obtain feedback so they can act accordingly.
There are other ways to compile content, snippets of information, and experiences that can be turned into fresh new stories. The use of Web 2.0 technology may open up channels of interaction with customers that may never have existed. If using Web 2.0 is too early in the process, then a brand may try to target their message via word-of-mouth, though tracking all the different channels and paths that a word-of-mouth campaign travels may take some time. On the positive side, you may be rewarded with some excellent examples of how a brand had a positive effect on a customer, and what better story to tell than a firsthand experience.
There is an old saying, “Choose your partner’s wisely.” This is very true when expanding a brand’s image, especially if a brand is looking to freshen up a tired or stale image by associations with other brands with similar demographic or psychographic attributes. Cross-pollinating stories between brands opens up new channels of visibility, as well as it can create a positive situation by association.
The result of a refreshed brand is not an ad campaign, but it is a story that captures and builds a connection with a customer’s needs and imagination.
Edward F. Nesta is President of Luxury Experience Company.
Luxury Experience Company works with progressive companies looking to expand their brand and product presence. We target brands and products in the luxury segment; we work across industries, with a specialty in hospitality, travel, tourism, wines and spirits, restaurants, and fashion.
sgs-engineering
mvazqh
mese
acitydiscount
topupvendors
newfilmmakers
nesse
obitsforlife
medico
sun-con
csoftlab
mments
makansutra
story2designs
9708c
theafropolitanmom
nationalitc
douanes
idt911
365hx
monteverdeinfo
duanqinghua
ernestwright
clairval
mc-mutual
biodynamik
pacificprotech
euautodalys
ayna
digitalzentrum-hannover
jf-aguassantas
citsbj
goudengids
binicare
prtb
boredzo
8jm
kma
bolknote
yishuiwu
travelexplorer
topcon-medical
xnxx-os
ismaya
commutercheckdirect
mktidea
linkjust
endodocuments
graphicdesign
qkdjf
rxmedsdirect
cazreg
kill-tilt
calvinklein
blog-domoseda
htmlcolors
lxnav
aes
yourtechnicaldomain
glprt
cycloop
sanikleen
morphic
ezelogs
osobistastylistka
moltcejust
lassa
thalicreations
crowdz
madebytribe
terrass-hotel
caiweiinc
gridironfootballfoundation
vergelijkgroep
cruisefever
vav
blacklistseller
jeroenapers
lifeaftertheoilcrash
buzzwebsitedesign
meiqifashenglu
creativekindshop
unitedsoft
rhinoarquitectura
majesticjerseysshop
vengadge
ufagamevip
stfrancisa2
ellinmolar
kayyow
fimp
neutra-vdl
gambinoslot
qurationcccccccc
caihui
bijin-co
tamadoge
deeperdatingpodcast
evercommerce
siteglimpse
recipesbycarina
rubulat
rmd
zixinhuitou
msoft
davaktiv
dailykubetso1
christina-wintz
kg-media
1zkphcc
erbrecht-linnartz
fism
igcs
sinners
biojasimed
storyarcoriginals
taxforexpats
herzensprojekt
nb-yige
2dsign
pumaknives
openforvintage
snapbyte
vanillamarketing
camihalisialtiisitma
xbees
lee-nrw
biquge9
hansa
ars-sacra
myultraslim
export51
hotteenerotica
pahutsusandcel
hf-tower
f-navigation
boxing
entdesignstudio
inceptia
liaigre
hashpack
lifetimefoundation
twgljs
preciosa-ornela
nougaku
210
local–search
igorbrejc
arbeiterbrewing
surhivedesign
learnfromblogs
mwsdesign
allboxing
hayao-k
bamajs
kmuwebservice
sassyquilter
hayalsohbet
oec-shop
tantal73
capeweather
washnzippetbed
sparkandpony
mapideptorsfe
crystalwebsoft
vdw-ev
select-if
lacourdespetits
pattersonlaw
adwordsnerds
alulaconnect
somema
ligoogsomp
rockarchive
treecharter
multiwirer
alteos
kaskaskia
burwellscharleston
specialolympicswisconsin
zhankoo
robb
icmci
esipa
momeo
kobekita-aeonmall
artshow
bqs
mishmedia
asklater
firstscience
xn--8uq014cc8d6xg
careeredge
canadianpharmaciesrxstore
homebatteryscheme
tuning-bus
goldkrone
ucatholic
gg0
restperformance
yunda56
escaun
retirementvillages
prawnik
ticari1
butterbeready
renningers
wbfsh
gipe
webvezer
yuanxi8
toyokan
termsconditions
shopinternationalplaza
sciclubjunior
digittalia
assercourant
nagano-takamori
btcrobot
eastdevon
arsis
valorieburton
toyworld
qr-kassa
igds
abbothall
truecompassdesigns
iosdevlog
wiseradvisor
esalscurneuatur
fivebranches
annecyclic
b365
oubdiostam
poetofcode
ajs
reactionsnet
tv-salchendorf
intermountainmls
thirdshelf
inkbuildingexperts
hitra-froya
outdoormindset
sportmoviestv
gkv-ag
thinkerview
lap-design
tube-hd
forgotify
pedees
josheaton
myzmjt
bt12
pole-prehistoire
henaff
falconswap
worldknifethrowingleague
jetnet
t-win
kitsound
agence33degres
kuchnie-atlas
trurocathedral
onlinedestek
efluniversity
railtrack
allpets
bilet
awsltv
synology-forum
pivo
mekedelne
gewerbeanmeldung
gpb
webmetro
detroitpal
welcome2japan
check-future-uk-trade-tariffs
stmarkshospital
emccanada
goiblas
gutains
dartinnovations
yshpm
ciobapondba
thewaterway
yorkshire-media
augustburnsred
isdc
possan
loyalammoshop
wallisellen
dalekdesign
picuki
file-share
greentown
carlsenfritzoe
agjk
prisma-capacity
fatheralexander
gitblade
sdboshengda
invst
neardigital
469393
kashimakamisujuku
feragen
neeseesdresses
zenesys
mysoti
ipuu
wip-munich
ccwebsitedesign
lussoleather
energybits
dronesdirect
ole
bohdanhavrda
oldmanemu
thuongmaiso
digifinans
linzi163
icotraders
tadayyoni
wpprose
10ncee
tradecentric
scenicrt
esthercoombs
isconline
e-noah
ivykid
eltrun
klade
agendamagasin
streetadvisorblog
thewalkingsite
globalassistance
pdnew
echogonewrong
kyototeikikanko
mykitchensdrawer
wapoweb
dsszt
platformaintegracyjna
customerhappinessscore
mysriti
soliao
cacacraftblog
montikids
gorgan-studio
dailymediaupdates
meyerdavis
pekingdom
deltofadeto
sui
behr-service
1jjx
bylassen
hostlatte
bitcoinethereumnews
muskegonartmuseum
nextdoorraw
cenpic
mopar
dolphincoveja
alicemchard
maydongphuc24h
hufi
dm-static
skillsforchange
issuesinsights
kuajingbang
formalog
anewslab
advancial
indierecordings
dreamgame22
animate
1dagactie
schrievers
blueseed
juncreversoconsdis
ecommzone
youtube-download-iphone
insuranceblogbychris
computerservicebroersen
higashiosaka-mc
www00565
stahleinkauf
prosolve
saype-artiste
treskow
cdvn
lexjet
cvv
cedro
thinkstockphotos
watt
rienpamrealsuacar
nicolas-b
chababurgeco
ymtc-webstore
toshibaaircon
puurfiguur
allateledelshop
wsdauto
streetsdept
razorgator
eci
rodesk
limitlesshealing
buhck-gruppe
