Everyone month, the staff at Finn Digital attends the BMA Milwaukee's meeting and
networking.
Today, the featured speaker was Sean Dee, VP and Chief Marketing
Officer at Hard Rock. He was able to detail for us not
only the history of Hard Rock but also the "rebranding" after his
arrival at the company in 2004.
Some key takeaways from his presentation:
- Be curious about your brand
and your consumers. Companies need to be aware of how your
brand is being perceived by both your competitors and your
consumers. Sometimes our perceptions don't fall into line with the
desired marketing message.
- Have an authentic story to
tell. Yes, we all have a corporate "branding statement"
for our organization, but does it come from the board room?
Consumers need to know that the company's message and mission are
not just some generated catch-phrase but a values statement that
reflects the core of the company's philosophy.
- Innovate relentlessly...
keep the story fresh. Companies and brand may not want to
"evolve" over time, but our consumers' needs do. By constantly
being aware of the brand's presence and stretching the boundaries,
it gives the consumers a reason to keep coming back for more. More
importantly, having your core consumers be a part of the
conversation keeps the brand relevant.
- Enlist brand
ambassadors--your employees. Sure, you can pay for
advertising and corporate mascots and celebrity endorsements, but
if your core investors--your employees--don't buy into the company,
brand, and products/services, it's like building a house of cards
on sand. If your staff believes in the brand, they will provide the
best word-of-mouth for your clients and customers.
- Give back and contribute to
the culture. No matter how much name recognition you have,
how much money the company generates, or how much publicity your
advertising gets for you, your best intentions don't mean much if
you can't be a positive force in your community. While it may be
hard in economic times to give back, at the end of the day, actions
speak louder than any ad.
Remember that awareness leads to affinity, which leads to
action. Isn't that we're all looking for when it comes to
marketing?
-Tiff P.
Media Project Manager