Building breakthrough brands

Ani Fonte’s brand building recipe for stopping shoppers in their tracks.

November 18th, 2024

What distinguishes “effective” marketing from “very effective” marketing? According to Josh Golden, CMO, it often comes down to the details.

Recent insights from a Harvard Business Review Analytics Services report, sponsored by Quad, highlight how marketing complexity impacts effectiveness. A survey of more than 500 marketing executives revealed that only about one-third consider their marketing efforts to be “very effective.”

So, how can marketers transition from being “effective” to “very effective?” Marketing leaders who actively manage their complexity through the right tools, partners and processes tend to achieve higher productivity.

  • A compelling product story
    This isn’t just about a nice logo or catchy tagline; it’s about defining your product’s unique selling proposition. What makes it special? How does it bring new value to consumers or contribute to the community? A well-defined product story sets your brand apart and creates a meaningful connection with your audience.

  • Breakthrough creative
    Secondly, Fonte says your content needs to be highly versatile to fit an omnichannel strategy—one that spans social media, bus shelters, online ads and in-store displays. Your brand creative should grab attention wherever consumers encounter it, stopping them in their tracks and leaving a lasting impression.

  • Smart partnership
    Partnering with the right media experts is Fonte’s third piece of advice for beginner brands. A well-rounded media partner will help you create a holistic plan that blends online and offline engagement, maximizing your brand’s visibility across all touchpoints.

  • And finally, data and analytics play a key role in optimizing your strategy. Keep a pulse on trends, track what’s working and continually refine your approach to stay competitive. With the right brand creative, a good omnichannel strategy and a focus on data, your brand can make a lasting impact.

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