Today’s brands need to be more than just a label on a sweater or a logo on a shopping bag. It’s in part a reflection of the deepening interlacing of fashion and beauty industries with everything from sports to music to pop culture generally. Brands now touch so many different aspects of consumers’ lives. In turn, consumers have high expectations of the brands they choose to let into their lives — whether it means aligning around social and political causes or amplifying certain lifestyles or aspirations.
“The brand is where actual value is created, and where customers feel that there’s a value because there’s more to it than just what’s in the box,” said Tiffany Rolfe, global chief creative officer of advertising agency R/GA.
But customers have become more selective about discretionary purchases in a world that is bombarding them with ever-more brands. How can a brand stand out in this fiercely competitive, crowded market? BoF’s latest case study, “The Essential Brand Marketing Guide,” shows how brand marketing holds the key to creating the essence of a brand: by conveying a brand’s values and identity to consumers.
As brands from Nike to Tiffany & Co. show, it’s not about a one-off runway show or pop-up, rather an ongoing trajectory reshaped over time. Effective brand marketing not only builds an identity, but also creates communities of loyal customers and even opens new markets and other opportunities for business growth.
Learn more about how this is achieved from brands like Jacquemus to Coach in BoF’s new case study. Head to our #linkinbio to download.
✍️ @dianaspearl
? Getty
#BoFCaseStudy #BrandMarketing
“The brand is where actual value is created, and where customers feel that there’s a value because there’s more to it than just what’s in the box,” said Tiffany Rolfe, global chief creative officer of advertising agency R/GA.
But customers have become more selective about discretionary purchases in a world that is bombarding them with ever-more brands. How can a brand stand out in this fiercely competitive, crowded market? BoF’s latest case study, “The Essential Brand Marketing Guide,” shows how brand marketing holds the key to creating the essence of a brand: by conveying a brand’s values and identity to consumers.
As brands from Nike to Tiffany & Co. show, it’s not about a one-off runway show or pop-up, rather an ongoing trajectory reshaped over time. Effective brand marketing not only builds an identity, but also creates communities of loyal customers and even opens new markets and other opportunities for business growth.
Learn more about how this is achieved from brands like Jacquemus to Coach in BoF’s new case study. Head to our #linkinbio to download.
✍️ @dianaspearl
? Getty
#BoFCaseStudy #BrandMarketing
