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5 Critical Lessons From Pharmaceutical Marketing In Dermatology That Every Beauty Brand Should Consider

5 Critical Lessons From Pharmaceutical Marketing In Dermatology That Every Beauty Brand Should Consider

Since the 1920s, nearly every fashion house has expanded into beauty at some point as a relatively low-effort additional revenue stream. While most designers are able to maintain their grip on fragrances, many struggle to keep a cosmetics line afloat.

Recently, I found myself thinking about a famous brand that went through a long saga of trying to break into the beauty and skincare space multiple times.

Upon reflecting on a few things the brand did such as targeting formulas and products to the wrong customer base, not addressing the beauty needs of a diverse audience base and instead sticking to a single-color tone palette leaving much to be desired for customers of darker skin tones, the lack of targeted and personalized campaigns to its audience base (mass campaign using celebrities versus forming any connection to the audience and how it addresses their beauty needs), not prioritizing their customer experience and rather being driven by transaction, emphasizing quick product line extensions versus quality going from 18 to 130 products when trying to break into an industry without previous experience, just to name a few, I wanted to write about a few lessons from the dermatology marketing world that are applicable to the beauty and personal care products space.

1. Credibility Matters


In pharma, the lesson is that credibility matters. Trust is built on the foundation of scientific credibility so, similarly, the beauty and skincare industry can benefit from emphasizing the scientific backing (where applicable) of their products. In an age where consumers are empowered and with a plethora of options available, highlighting any research, clinical studies, or trial results and leveraging the use of dermatologist-recommended/safe yet efficacious ingredients can instill confidence in consumers.

2. Transparency Builds Trust


Pharmaceutical marketing prioritizes transparency in communicating the potential benefits and risks of medications. In the beauty and skincare realm, being transparent about ingredients, sourcing, testing, and manufacturing processes fosters trust with consumers who are now more than ever increasingly conscious about what they apply to their skin. Honest communication builds brand loyalty and cultivates a positive brand image.

3. Personalization and Targeted Campaigns


Pharmaceutical companies excel in tailoring their marketing messages to specific target audiences based on deep-rooted insights including but not limited to demographics, psychographics, and other factors outside of just the health condition and disease state and within those categories hyper-target by subcategories.

By understanding the diverse needs of different skin types, ages, and concerns, brands can create targeted campaigns and product formulations that resonate with specific consumer segments. In addition to personalization in targeting, it is important to take into account diverse consumer profiles in any brand marketing campaigns and assets.

4. Educate and Empower Consumers


Pharmaceutical marketing often involves educating consumers about health conditions and treatment options. Similarly, the beauty and skincare industry can empower consumers by providing educational content on skincare routines, ingredient benefits, and the science behind product formulations. Informed consumers are more likely to make confident purchasing decisions and become brand advocates.

5. Emphasize Long-Term Results


Pharmaceutical marketing tends to emphasize the long-term benefits of treatments knowing there isn’t always a quick fix. Likewise, for the beauty and skincare industry, focusing on long-term skin health and sustained results can set a brand apart.

Keeping the emphasis and encouraging consumers to view skincare as a holistic and ongoing practice, part of their wellness practice as a whole rather than a quick fix, will contribute to the overall well-being of the consumer and thus as a byproduct build brand loyalty.

6. Compliance Is a Non-Negotiable


Don’t let the need for speed to market or having cornered a market lead to a drop in quality and safety. Pharmaceutical marketing is subject to rigorous regulatory standards from product to every brand marketing campaign. Similarly, the beauty and skincare industry should prioritize compliance with regulatory guidelines to guarantee the safety and efficacy of their products and create transparency around them. Adhering to these standards will not only build trust with consumers but also protect the brand from legal implications.

In conclusion, by embracing transparency, science-backed claims, and personalized approaches, beauty brands can elevate their marketing strategies and redefine industry standards. As these two industries converge on these principles, the future of beauty and skincare marketing looks like a promising landscape, one where authenticity and efficacy reign supreme to cut through the noise in a crowded market.

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How To Craft A Compelling Brand Story That Engages & Converts



Almost four decades ago, Apple soared to prominence, airing their iconic “1984” ad during Super Bowl XVIII. Crafted by Chiat/Day and directed by Ridley Scott, the 60-second spot, inspired by George Orwell’s novel 1984, portrayed a dystopian future where crowds of men mindlessly follow the words of a dictator on a television screen disrupted by a defiant British woman.

Amid a turbulent political era, the ad made a powerful statement, subtly targeting American politics and rival IBM. It said, “We’re not just different; we’re revolutionary.” Today, it stands as one of the greatest Super Bowl commercials.

We thrive on storytelling. Why? Stories resonate, forging connections, captivating attention, and evoking emotions that foster meaningful relationships with your brand. As we navigate this storytelling landscape, this article unfolds actionable insights for crafting a compelling brand story that engages and converts.

Why Is This So Important Right Now?


In the dynamic landscape of the past few years, businesses have undergone significant transformations due to factors like the pandemic and market shifts. Amid these changes, it’s striking that many brands have evolved their operations while leaving their messages untouched. This oversight becomes more pronounced as businesses grapple with challenges and changing customer expectations. Moreover, in the current landscape, where recruiting and retaining talent is increasingly challenging, brands recognize the need to address their internal audience—their staff.

Your brand message needs to adapt to attract and have not only customers but top-tier talent. This shift in focus makes it clear that now is the moment to delve into the crucial conversation of crafting compelling brand stories that resonate both externally and internally. This dialogue can be a game changer, influencing how brands communicate their values, culture, and unique offerings.

How Does Your Brand Story Build Loyalty & Trust?


Uber/brand story concept

Can you describe your brand in 20 words or less? More importantly, would you receive a consistent response if you polled everyone in your organization, your customers, and your vendors?

Consider this scenario: An Uber is en route, and you have 20 words to convey who you are, what you do, and why it matters. Could you articulate it within those 20 words before they arrive? We’ve observed varying responses from participants in our boot camp strategy sessions. Divergent answers within your leadership team can signify multiple versions of your brand story, preventing consumers from trusting your brand. This challenge is compounded when there are further discrepancies in how your brand story is portrayed across your website, content, and social media. Such misalignment prevents different consumer trust.

Your brand story is the cornerstone of all marketing efforts. A unified and aligned brand narrative is a solid foundation to guide your endeavors and allocate resources effectively.

Crafting Your Unique Value Proposition Through Storytelling


Storytelling/stories matter concept

Have you wondered what sets your brand apart from the competition? The key lies in emotional connections to our brands. To validate these differentiators, we need evidence. The best approach is to engage with your customers directly to get their perceptions. By probing what distinguishes your brand in the marketplace, you gain invaluable facts and insights, often derived from conversational data. While not always tied to metrics, this qualitative feedback captures the emotions driving consumer decisions. Recognizing that 95% of purchases are emotionally motivated, it's critical to understand how customers feel about your brand.

External feedback is crucial in substantiating internal perceptions of your brand’s identity and differentiation in the market. It’s important to emphasize that labeling something as a unique value proposition or core value isn’t sufficient; there must be supporting evidence or customer stories. Without such substantiation, it remains an ideal rather than a tangible reality.

Common Storytelling Mistakes & How To Avoid Them


Angry man looks at common storytelling mistakes on his laptop

Unlock the power of impactful storytelling by steering clear of common pitfalls such as:

  • Lack of Authenticity – Avoid positioning yourself as something you’re not. Tropicana’s 2009 redesign was met with confusion and backlash, resulting in a 20% sales drop. It starts with building trust and vulnerability and sharing relatable experiences in your storytelling.
  • Avoid Buzzwords & Jargon – Customers don’t understand industry buzzwords and jargon. Simplify storytelling by removing these terms. Instead, connect emotionally through personal brand stories, experiences, and testimonials.
  • Simplify Stories – Consumers spend less than 20 seconds making a purchase decision. Avoid overloading them with complex messages. If you can’t convey your brand story in 20 words, craft a simple, focused, and consistent narrative for better audience engagement.
  • Not Targeting Your Audience – Tailor brand stories to the customer buying journey and buyer personas. Understand their pain points, challenges, goals, and aspirations to provide compelling, targeted messages and solutions.

How To Tailor Stories For Diverse Demographics & Personas


Diverse group of teens/young adults

Begin by defining your buyer persona—consider demographics, frustrations, goals, motivations, and behaviors. Utilize a template for creating a comprehensive buyer persona. Simultaneously, understand the emotional narratives associated with your products or services. For instance, ordering pizza isn’t just about the food; it’s about ensuring a positive environment for your family and kids.

Identify the emotions linked to experiences with your brand, tying them back to the buyer persona and crafting stories that address specific problems. Additionally, identify obstacles preventing your target audience from choosing your brand, enabling you to tailor compelling narratives.

How Social Media Shapes Business Brand Storytelling


Social media and brand storytelling concept

Reach your customers where they are! You don’t need to cover every platform. Identify where your customers are most active and concentrate your efforts there. Social media can be a powerful tool for sharing brand stories. Sixty-four percent of marketers attribute increased sales to their video use, and 70% say video is the most effective method of converting qualified leads. Putting a face to the story through video creates engaging content, fostering authenticity, trust, and stronger relationships with your customers.

To refine your brand storytelling, consider these actionable tips. First, dedicate time with your team to reassess your brand story. What is it today, and has it evolved? What messages are you conveying to your customers, and have their needs shifted? Investing time in this process will yield long-term benefits. Secondly, pose the same questions to your customers. Conduct surveys and gather feedback on their perceptions. With this information, you can craft a compelling brand story that captivates and resonates, driving engagement and conversions.

For more brand marketing insights, follow John Gamades and Lisa Perry. For a step-by-step guide on developing a brand strategy, check out How to Develop a Brand Strategy by Lisa Perry.

This article was written by Lisa Perry and John Gamades.

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How To Craft A Compelling Brand Story …



According to data, 95% of startups fail. That's a staggering number. As an entrepreneur, our most valuable asset is time and resources. For those navigating the challenges of a startup environment, the primary objective is to accomplish more with less—to drive value and growth despite limited manpower, modest budgets, and scarce resources. Startups inherently have an element of chaos, yet within this chaos, only a handful of actions at any given time can have a significant impact. That's where the Lean Startup Marketing Formula approach comes in. It's less risky, directing your attention to the right actions at the right time while emphasizing rapid experimentation, solving problems that truly matter to customers, and minimizing waste.

Let's look into the Lean Startup approach, its significance compared to the traditional approach, the core marketing principles, the role of a Minimum Viable Brand (MVB), the process of integrating these principles into your marketing campaign, the essential tools and technologies for its implementation, and the potential challenges to address.

What Is A Lean Startup Approach?


The Lean Startup approach can be distilled as follows: Imagine you’re constructing a boat while already navigating treacherous waters. It’s like embarking on a journey with a makeshift raft with the goal of evolving it into a seaworthy ship that can carry you to your destination. In essence, it’s a structured methodology. It’s all about maintaining business agility, prioritizing swift execution, and fundamentally streamlining operations to make them more cost-effective and efficient.

Why A Lean Startup Approach vs. A Traditional Approach?


The Lean Startup method takes the principles of agile project management and extends them to every facet of your business. Notably, Lean Startups often reach the market much faster. Unlike the conventional startup approach, which might spend years attempting to attain perfection and make a grand debut, the Lean Startup thrives on a “build, release, learn, and adapt” philosophy. In essence, it can be boiled down to three essential actions: test, analyze, and decide, which are continually repeated from day one. This approach dramatically reduces the time, effort, expenditure, and resources required before obtaining valuable market feedback. Ultimately, it shifts the focus from perfecting a strategy to swiftly learning from the market, a pivotal aspect for many startups.

The Core Marketing Principles Of The Lean Startup Approach


The core marketing principles of the Lean Startup approach include:

  • Entrepreneurship: Lean startups are driven by individuals who are self-starters and free thinkers. They take the initiative to explore new ideas and markets without waiting for approvals or check-ins. This principle emphasizes the need for an entrepreneurial spirit across the organization, not just in marketing.
  • Scientific Testing Approach: Testing is a fundamental aspect of the Lean Startup methodology. It involves a cycle of testing, analyzing the results, making decisions based on the data, and either iterating, adjusting, or eliminating strategies. This data-driven approach ensures that resources are allocated efficiently.
  • Efficiency: Efficiency is a core principle across the entire organization. Lean startups constantly seek ways to operate more efficiently, reducing waste and maximizing productivity. This principle is not exclusive to marketing but applies company-wide.
  • Branding: Building a strong brand is essential for a Lean Startup. A solid brand helps in creating long-term loyalty and sustainable success. Effective branding can set a startup apart from the competition and attract a loyal customer base.
  • Speed: Speed is crucial in the Lean Startup approach. Getting products and strategies to market quickly allows startups to gather feedback and make necessary adjustments swiftly. Speed is a competitive advantage in today's fast-paced business environment.

These principles collectively contribute to the Lean Startup's success in developing innovative products, scaling efficiently, and responding rapidly to market feedback. They are not limited to marketing alone but guide a Lean Startup's overall approach and mindset.

What Is A Minimum Viable Brand?


A Minimum Viable Brand is a fundamental and essential branding framework every business should establish when entering the market. While it may not encompass the full depth of a comprehensive brand strategy, it provides a foundation for a company to make a meaningful entry into the market and start generating revenue. The key components of a Minimum Viable Brand typically include:

  • Brand Strategy: This involves identifying and defining the fundamental aspects of the brand, such as brand archetypes (which represent the brand’s personality), promise, mission, and vision. The promise is what the brand offers to its customers, the mission is the reason behind what it does, and the vision outlines the long-term impact the brand aims to achieve.
  • Positioning: Creating a concise and formulaic paragraph that outlines the brand’s target audience, its intended impact, and how it fits into the market. This positioning statement helps clarify the brand’s unique selling proposition and differentiation from competitors.
  • Visual Branding: Emphasizing the importance of the visual elements of branding. Visual aspects include the logo, color scheme, typography, and overall design elements that communicate the brand’s identity and make a strong first impression. Visual branding is critical to creating brand recognition and attracting the target audience.

The idea behind a Minimum Viable Brand is to establish a foundational brand identity that allows the business to start marketing and generating revenue. While it may not be the final, comprehensive brand strategy, having these essential elements in place enables the company to differentiate itself from competitors and make a genuine market entry. The intent is to refine the brand strategy further as the business evolves. These initial branding components make it easier to market the business and succeed in the market authentically.

Integrating Core Principles Into A Marketing Campaign


A strategic approach is essential to effectively integrate core principles into a marketing campaign. Here’s a step-by-step guide on how to do this:

  1. Research Extensively: Initiate your marketing campaign by dedicating time to research. There’s nothing more crucial than understanding your target audience. Dive deep into market research, competitor analysis, and customer profiling. This foundational step forms the bedrock of your campaign.
  2. Prioritize Brand Development: Branding is a fundamental pillar of a Lean Startup approach. While you might move units without a robust brand, creating lasting customer loyalty and building a long-term presence in the market hinges on a solid brand foundation. Ensure that your marketing campaign actively contributes to brand identity, recognition, and trust, as it’s integral to achieving sustainable success.
  3. Build a Minimum Viable Product (MVP): Once you’ve gathered comprehensive insights from your research, start developing your minimum viable product (MVP). This might not just refer to the product or service but also to your marketing assets, such as landing pages, ad creatives, and messaging. Create a version that represents the core offering and aligns with the needs and preferences of your audience.
  4. Lightweight Marketing Strategies: Skip the traditional approach of crafting lengthy marketing strategies, especially if you’re a startup entering a new market. Instead, focus on keeping your marketing strategies lean and action-oriented. Concentrate on your action plan, which outlines the steps to connect with your target audience effectively. A one-page plan can keep your team aligned and focused on the essentials, improving the chances of successful execution.
  5. Leverage Industry Insights: Gain valuable knowledge from peers in related industries. Analyze your competitors thoroughly, diving into their target audience, distinguishing factors, messaging strategies, and the tactics they employ. By understanding their successes and shortcomings, you can make well-informed decisions to strengthen your position in the market.
  6. Quick Execution: Speed is of the essence, particularly for startups. Get your MVP and initial marketing campaigns out to your audience as quickly as possible. Don’t wait for perfection; aim for rapid iteration and improvements based on real-time feedback.
  7. Automation Tools: As your campaign progresses, consider incorporating marketing automation tools to streamline and expedite your processes. Email marketing platforms, social media scheduling tools, and analytics software can help you efficiently manage and optimize your marketing efforts.
  8. Focus on a Single Marketing Channel: Concentrate your initial efforts on a single marketing channel when your research indicates your target audience is most active. This allows you to achieve a strong presence and effectiveness in that specific channel rather than spreading your resources too thin.
  9. Implement a Strong Follow-Up System: A well-thought-out follow-up strategy is crucial. Use email sequences, retargeting ads, and personalized communication to maintain engagement with potential customers and nurture leads through the sales funnel.
  10. Quality MVP Development: Continually improve and refine your MVP based on customer feedback. Address pain points, iterate on your offering, and make it as appealing and useful as possible to your target audience.

Integrating these core principles into your marketing campaign can create a solid foundation for success. Remember that agility, adaptability, and a focus on delivering value to your audience are paramount in the ever-evolving world of marketing.

Tools & Technology For Implementing Lean Startup Approach


When implementing the Lean Startup approach, having the right tools and technology can significantly enhance efficiency and effectiveness. Here’s a selection of tech tools to consider:

  • HubSpot (CRM): HubSpot is a top choice for managing customer relationships and marketing efforts. It offers a feature-rich free platform with excellent functionality. It seamlessly integrates with a wide array of other tools, making it an ideal starting point for cost-effective and efficient communication and customer management. As your business grows, HubSpot scales with you, offering more advanced features for a higher price.
  • Klaviyo (Email & Text Marketing): Klaviyo is an excellent email and text marketing tool. It’s user-friendly and intuitive, making designing and executing email and text campaigns easy. Klaviyo is also known for its scalability and affordability, which is particularly valuable for startups looking to engage with their audience through personalized messaging.
  • Zapier (Integration & Automation): Zapier is a game-changer for businesses, allowing you to connect tools and apps that might not naturally integrate. It’s a valuable resource for creating automated workflows that save time and money. You can link various software solutions without the need for coding or technical expertise, making it cost-effective and highly efficient. Zapier is particularly valuable for streamlining processes and achieving seamless operations.
  • Advertising Platforms (Meta, Google, TikTok): Consider leveraging advertising platforms to generate awareness and attract new prospects. The choice of platform depends on your target audience. Meta (including Facebook and Instagram) and Google Ads are effective for a broad audience. If your target demographic is younger, such as the 16 to 27 age range, TikTok ads can be a powerful tool for reaching them. Effective advertising will help you get in front of new audiences while the rest of your tech stack focuses on nurturing, conversion, and building brand advocates.

These tools provide a foundation for nurturing and converting leads, automating processes, and efficiently managing customer relationships. They allow you to maximize your resources and maintain a Lean approach while rapidly growing your startup. Each tool can scale with you, so if you need additional functionality, these programs provide everything you need as you grow.

Addressing Challenges In Implementing The Lean Startup Approach


The Lean Startup approach in marketing presents a world of possibilities but comes with its unique set of challenges. Here are three ways to navigate these challenges effectively:

  • Maintain Laser Focus: One of the most critical elements in Lean Startup marketing is unwavering focus. When you discover a strategy or tactic that resonates with your audience and delivers results, resist the temptation to chase every new trend or marketing buzzword. Avoid pursuing every shiny object that catches your eye on YouTube or LinkedIn. Instead, focus your efforts on what’s proven to work. For instance, if you’re a product-based company targeting a younger audience, start with TikTok ads and build a comprehensive marketing strategy around that channel. Gather insights before diversifying. Dominating a single channel with a perfectly executed strategy can be all you need to reach seven figures in revenue.
  • Embrace Specialization: Specialization is key to success. Concentrate on serving a specific product to a well-defined audience through one or two effective marketing channels. Trying to be too broad in your approach dilutes your impact. Focus on solving a particular problem for your customers, and once you’ve mastered that, you can consider branching out. It’s about becoming exceptional at one thing before expanding your horizons.
  • Continuous Testing and Adaption: Lean Startup is all about agility. When you realize that your assumptions and strategies don’t align with customer feedback, don’t be afraid to pivot. Adapt and iterate your approach based on real-time insights. This flexibility is what sets Lean Startups apart from traditional methods. If something isn’t working as expected, it’s a signal to change course and refine your tactics until you achieve the desired results.
  • Managing Ego and Handling Failure: It’s easy to develop a strong attachment to strategies and campaigns and to feel crushed when one fails. The crucial skill here is to become self-aware and practice non-attachment. It’s important to remember that marketing is about solving problems for your customers and meeting their needs, not yours. When a campaign isn’t working as expected, the ability to set aside personal feelings and ego and say, “This isn’t about me; it’s about the customer,” is immensely valuable. Being open to cutting your losses.

The Lean Startup approach encourages a dynamic and iterative mindset. It’s about finding the right balance between focus and flexibility, staying attuned to customer feedback, and continually refining your strategies to align with your target audience’s needs and preferences.

In conclusion, the Lean Startup Marketing Formula approach is a game-changer in the ever-evolving world of marketing. It’s about doing more with less, staying agile, and focusing on what truly matters. With a strong foundation, a commitment to continuous learning, and the right tools, startups can navigate the challenges of the market effectively. Remember, it’s not about you; it’s about your customers and their needs. Stay agile, stay focused, and keep learning.

For more brand marketing insights, follow Cain Castor and Lisa Perry. For a step-by-step guide on developing a brand strategy, check out How to Develop a Brand Strategy by Lisa Perry.

This article was written by Lisa Perry and Cain Castor.

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The Lean Startup Marketing Formula

Cultivating Engaged Brand Communities



In the summer of 2023, brand communities wield unprecedented purchasing power influence. Barbie enthusiasts are adorning themselves and their lives with everything pink, while Beyonce’s devoted fans fuel a surge in sequins and chrome outfits. Taylor Swift’s dedicated following “Swifties” has taken an unexpected turn (due to her budding Travis Kelce romance), with fans snatching up NFL merchandise, collectively propelling sales to remarkable heights, a testament to the profound impact of brand communities on consumer behavior.

In an era where connections and relationships drive consumer choices, cultivating loyal brand communities has emerged as a critical strategy. This article delves into the significance of brand communities, exploring their advantages, proven methods for building engaged communities, and brand community success stories that have harnessed the power of community-driven marketing.

Why Create Brand Communities?


In the marketing world, the question arises: why should we invest in creating a brand community? It boils down to the type of relationship you desire with your customers. Are you seeking algorithm-driven interactions, fleeting social media ties, or long-lasting bonds of a dedicated community where your brand and customers add value to each other, building a brand ecosystem together?

From the consumer’s perspective, the desire for connection is a fundamental human need for a fulfilling life. It’s these connections and relationships within communities that make them strong. Just as a church isn’t defined by its building but its congregation, or a sports team by its stadium but by its devoted fans, in marketing, it’s not merely about the brand—it’s about cultivating a loyal community.

As Marcus Collins puts it in his book For The Culture, “The brands of the future will be the ones that facilitate community brands that not only identify who we are to the people we like, they become tribal marks because we’re by nature social animals.”

The reason we create a brand community is to cultivate loyal consumers, not just short-term transactional relationships. It’s about empowering people to connect with others who share their values and affinities, fostering a sense of belonging and loyalty far beyond a single purchase.

Exploring The Advantages Of A Brand Community


Strong and engaged brand communities have become the cornerstone of successful brand strategies, offering several benefits beyond traditional marketing efforts. Let’s explore them.

  • Form Lasting Relationships: Building a brand community is not just about transactions. It’s about fostering enduring relationships between customers and the brand. This deeper connection allows customers to actively participate in the brand’s journey, providing valuable input and feedback and creating a sense of ownership.
  • Cultivate Loyalty & Advocacy: Brand communities consist of loyal customers who become advocates of your brand. They actively promote your products or services, contributing to business growth and strengthening the online community. Loyal customers tend to have a longer lifetime value and stay committed.
  • Enhance Customer Retention: Brand communities boost customer retention rates by fostering a sense of belonging. Engaged community members are likelier to remain loyal, reducing churn and increasing overall customer satisfaction.
  • Quality User-Generated Content: Seventy-nine percent of consumers report that user-generated content has the power to influence their purchase decisions. Brand communities generate user-generated content, from captivating photos to engaging videos. Such content can surpass the brand’s creation and carry more credibility since it originates from the customers.
  • Gain Invaluable Insights: Brand communities are a treasure trove of insights. Through interactions and discussion, you gain profound knowledge about your customers—what works, what doesn’t, and their challenges. These insights are often unattainable through other means.
  • Drive Product Innovation: Your community members are a source of innovative product and service improvement ideas. Their perspectives and willingness to think outside the box lead to groundbreaking suggestions. This valuable source of data and feedback fuels new product development.
  • Behavior Tracking: Brand communities provide cost-effective access to valuable data. You can easily monitor customer behaviors and preferences without formal research. Conducting polls and surveys within your community is more likely to yield responses, providing valuable data for informed decision-making.

Proven Methods For Building Engaged Communities


A brand community thrives when it serves its people. Here, the community takes center stage, with the brand supporting. It's not about the brand; it’s about the community. The brand is a facilitator, ensuring a safe space for community interactions and amplifying trending content for greater visibility. Additionally, moderation is essential to maintain the overall well-being of the community.

At Pentel of America, brand marketing focuses on the consumer “spokes” (in the hub-and-spoke model). In the past, the brand was the central hub responsible for disseminating content and offers to consumers. However, the focus has shifted to the community, where interactions between members (enabled by the brand) take precedence. This entails focusing on the community and sharing thoughts, content, and recommendations. Pentel Creative Challenges and Pentel Arts Artist Spotlights invite community members to showcase their artistic creations using Pentel and other products. In brand marketing, the evolved role is to prompt, curate, repost, and share user-generated content with the broader community.

What’s key in building an engaged brand user community is first establishing audience credibility. As Simon Sinek puts it, “If you talk about what you believe, you will attract people who believe what you believe.”

Ensuring convenience is essential for consumers to follow and connect with your brand and fellow community members. While building credibility within the community, remember that you’re also nurturing relationships with influencers, subject matter experts, and brand ambassadors. The key is to deliver value, encouraging repeat engagement consistently. This includes promoting trending posts, hosting live webinars, sharing exclusive behind-the-scenes content, and creating specialized subgroups led by subject matter experts for individuals with unique interests.

Brand Community Success Stories


GoPro

GoPro enables a global self-expression movement of loyal followers sharing remarkable experiences through user-generated content. They empower users as brand advocates, offering incentives through challenges in exchange for prizes, resulting in stunning content showcasing GoPro’s limitless potential.

Starbucks

In 2008, Starbucks introduced the "My Starbucks Idea" platform, inviting customers and enthusiasts to enhance the company’s offerings. Over the platform’s initial five years, Starbucks received 150,000 ideas, implementing 277. They fostered a sense of community by allowing users to vote and comment on ideas, featuring a public leaderboard for top contributors and popular suggestions. This engagement made customers feel heard. By incorporating fan-generated concepts like cake pops and pumpkin spice lattes, Starbucks enriched its product range.

Pentel of America

Pentel of America targets Gen-Z students, and the brand’s unofficial spokespeople are its 50 Pentel College Student Ambassadors on campuses across the United States—a micro-community of brand advocates. These brand ambassadors introduce Pentel Challenges to students on campus and online on TikTok and Instagram. They share their love for the brand and techniques for engaging students and encouraging their participation in the challenges.

Handling Negative Feedback: Striking The Right Balance


The community often self-regulates in navigating criticism, with members countering extreme views. However, brand intervention may be necessary. Warnings can address minor infractions, while extreme cases require content removal. Yet preserving authenticity is vital; establishing clear ground rules upfront helps maintain respectful dialogue, ensuring a harmonious and thriving community.

In a world where connections are paramount, brand communities reign supreme, continually redefining the boundaries of brand-consumer relationships.

For more brand marketing insights, follow Jeff Werderman and Lisa Perry. For a step-by-step guide on developing a brand strategy, check out How To Develop a Brand Strategy by Lisa Perry.

This article was written by Lisa Perry and Jeff Werderman.

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Cultivating Engaged Brand Communities

How To Achieve Successful Strategic Partnerships



Brand partnerships have reached unprecedented heights with the recent Barbie collaboration. Despite the brand’s six-decade legacy, Barbie sales experienced a challenging period with a continuous 12% decline in the three months leading up to the movie release. However, the movie launch brought a remarkable turnaround. The Barbie movie has officially become this year’s highest-grossing release, raking in over $1.3 billion globally.

To achieve this success, Mattel orchestrated partnerships with more than 165 brands across various industries, investing an estimated $150 million in marketing efforts, while the film production cost $145 million. And this is just the beginning, as we anticipate even more records to be set during back-to-school, Halloween, and the holiday season.

Brand partnerships thrive when executed strategically, considering all the critical elements for success, including risk assessment and meticulous pre-planning. In this article, I’ll guide you through these essential aspects, covering topics such as identifying the right partner, crafting effective partnership strategies, leveraging collaborations for innovation, risk management, developing joint communication strategies, and exploring emerging partnership trends.

Choosing The Right Partner


Choosing the right partner begins by aligning with your strategic goals and desired outcomes. For instance, if you aim to reach a new audience or explore innovation in a different category, consider the M&M’s and Krispy Kreme collaboration. M&M’s excels in leveraging consumer insights for flavor innovations. Their partnership with Krispy Kreme has ventured into an entirely new category with new flavors, showcasing how their brand’s strength can lead to expansion into uncharted territory.

It’s crucial to assess potential partners for their brand alignment and their track record of successful collaborations. Look for partners with a record of delivering value and achieving mutually beneficial objectives. Building strong brand partnerships is about shared goals, innovation, and a commitment to creating something exceptional together.

Effective Partnerships Strategies


The path to successful brand partnerships lies in forging long-term partnerships rooted in alignment from the beginning. This alignment must extend from the highest echelons, including the CEO level, to every individual within the organization who interacts with the partnership. It’s crucial that everyone understands the decision-making process in both companies, identifying influencers and decision-makers and comprehending the timeline down to the smallest details, all of which fosters trust.

A great approach is where the team managing the partner relationship remains engaged throughout the organization. This helps maintain focus on the partnership and its priorities. This is important when dealing with complex partnerships that span various aspects of both organizations. Regular check-ins at the day-to-day level, occurring at least weekly, if not more frequently, along with quarterly check-ins at the senior level and annual check-ins at the executive/CEO level, help maintain alignment and coordination between two organizations, each with its unique set of priorities and governing boards.

Seek out local, national, or global partners who resonate with your brand’s core values and share your mission. A good example of this is Make-A-Wish and Disney. This partnership goes back to 1980 when the first wish granted was a trip to Disneyland. Now, wishes include visits throughout the Walt Disney organization. This partnership works because they align on their values, giving children happiness through a wish.

Together, craft a collaborative plan that centers on clear objectives. Achieving alignment in messaging is paramount, as clarity in what you intend to communicate can make all the difference. The work invested upfront matters greatly, as it lays the foundation for success, ensuring that both parties derive significant value from the collaboration.

For instance, consider crafting a three-year plan. Year one focuses on executing joint programs, while year two involves refining and developing initiatives. By year three, the partnership matures, providing a clear trajectory for both organizations. Initiating a successful venture early in the partnership can be a powerful demonstration of the collaboration’s potential.

Leveraging Partnerships For Innovation


Leveraging partnerships to drive innovation is a strategic approach that can catapult organizations to new heights. By joining forces, businesses access fresh perspectives, expertise, and resources that can fuel creative thinking and spark innovation. It starts with both sides clearly defining their objectives and what success entails, enabling the exchange of ideas, technologies, and best practices within an environment conducive to breakthroughs.

A compelling example of this is Coca-Cola’s quest to innovate its fountain business. Surprisingly, they chose to partner with a design firm associated with Ferrari, the Italian luxury sports car manufacturer. The result was a remarkable soda machine that can be found in restaurants, allowing customers to craft their beverages from a plethora of options. It boasts sleek design, innovation, and user-friendliness, focusing on enhancing the customer experience while providing valuable flavor trend insights. This is an exemplary instance of identifying a customer pain point within a company and strategically seeking partnerships to revolutionize and address it effectively. In this case, they disrupted the conventional soda dispensing machine, achieving transformative results.

Mitigating Risks


When considering partnerships, it’s important to consider the potential for unforeseen challenges and each organization’s tolerance for risk. For instance, when partnering with a celebrity, there’s a risk of them getting involved in a DUI or other PR-related issues. Similarly, if your partner has a history of brand tarnishment, executive scandals, or financial instability, these factors can pose risks to the partnership. A notable example is Adidas, which faced a significant stock price plummet due to Kanye West’s anti-Semitic remarks. Such events underscore the necessity of clearly defining exit strategies for both parties in the contract.

Establishing a mitigation plan is crucial. This involves carefully developing communication plans for both sides and determining the risk tolerance for each party. It’s important to assess the potential downsides and risks upfront. The COVID-19 pandemic presented organizations with unprecedented challenges, causing them to rethink their partnerships, especially with universities or sports teams no longer playing in front of live audiences. The impressions they once relied upon were significantly diminished. Handling these issues often required renegotiating contracts or making alternative arrangements.

Navigating these mitigating risks can be daunting for someone new to brand partnerships. In such cases, seeking guidance from experienced partners in similar, if not identical, categories can be invaluable. Engaging with organizations with extensive experience in long-term partnerships and asking them about their experience can provide valuable insights. Questions such as what has worked for them, what hasn’t, and what they would do differently, if they were to draft the contract today can shed light on potential pitfalls to watch out for.

When it comes to brand partnerships, it’s about envisioning the positives and being proactive in assessing and mitigating potential negatives. Planning for contingencies and learning from the experiences of others in the field can help navigate the complex landscape of partnerships successfully.

Crafting Joint Communication Strategies


Sometimes, the smallest details can have the most significant impact. A joint communications strategy is one such detail that often goes unnoticed until it becomes an issue.

Picture this: You’ve invested time and effort into a well-thought-out messaging strategy, only to discover that your partner isn’t on board, even when presented with compelling supporting reasons. The key lies in pre-planning what you want to communicate, how you plan to leverage the partnership, the intended use of your communication efforts, and the value it brings to both partners. There are several factors to consider and prepare for well in advance.

Emerging Trends


One intriguing trend on the horizon involves cause-based naming rights. A great example is the Climate Pledge Arena where Amazon invested approximately $300 to $400 million for the naming rights to the new Seattle hockey arena but opted not to put its name on it. Instead, they included a clause emphasizing the arena’s purpose, which resonates with a growing shift towards promoting causes over merely affixing one’s name to a building. This trend holds promise as it places a greater emphasis on contributing to meaningful causes rather than adding more obscure or inconsequential names to structures.

Another area poised for significant evolution is the landscape of name, image, and likeness (NIL) rights for college athletes. The rules of engagement are still taking shape, and all parties involved—student-athletes, universities, and brands—are defining what this space will look like. College athletes typically lack substantial name recognition and awareness beyond their local market and university affiliation. However, there exists an opportunity for universities to form partnerships with their athletes. Some have already demonstrated adeptness at building sponsorship portfolios, such as Libby Dunne, a prominent American gymnast, who ranked as the highest-valued women’s college athlete in 2022 and has since become a social media influencer. Managing these partnerships can be a challenging task for a 20-year-old student, aligning with a brand’s values and mission. Both students and brands should consider the long-term implications. A student’s time in college is relatively short; post-graduation, they may pursue various paths—turning professional, maintaining their influencer status, coaching, or venturing into business. It’s a lot to expect a 20-year-old to manage the way a brand would manage a partnership that wasn’t aligned with its values and mission. Brands must be prepared to adapt to these transitions, recognizing the enduring value of maintaining a relationship with these influential individuals as they continue to command a substantial following. The realm of NIL rights for college athletes is still in the process of unfolding, offering a dynamic and evolving landscape.

In conclusion, successful strategic brand partnerships culminate in aligning goals, managing relationships, mitigating risks, crafting effective communication, and embracing emerging trends. By understanding these crucial elements, brands can confidently navigate the intricate landscape of partnerships, unlocking endless possibilities for innovation, growth, and lasting success.

For a step-by-step guide on developing a brand strategy, check out How To Develop a Brand Strategy by Lisa Perry. For more brand marketing insights, follow Lisa Perry.

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How To Achieve Successful Strategic Partnerships



Success in the music business has never been an easy journey or an overnight success story for anyone. Establishing a cohesive brand story is critical for distribution, label shopping, press outlet attention, and more. For artists looking to make a new profound impact and leverage fanbase activity, consider rebranding an essential tool to remain relevant and adapt to the dynamic trends in the music industry.

Rebranding provides an opportunity to refresh your image, connect with new audiences, showcase artistic growth, and share new stories and experiences. Ultimately, rebranding can revitalize an artist’s career, open doors to new opportunities, and reignite interest from fans and industry stakeholders. Let’s start our conversation with a quick recap on branding.

What Is Branding?


Branding involves taking deliberate actions to build a brand and shape how your audience perceives you. The goal is to ensure your audience views you the way you intended.

For music artists, their brand is the cornerstone of their success. It determines lucrative collaborations, event invitations, social media followers, and favorable public opinion shaping their career trajectory. A well-defined brand strategy is pivotal in attracting the right audience, driving awareness and recognition, and, ultimately, paving the way for a thriving career.

What Is Rebranding?


Rebranding concept

Artists must continuously evolve to remain relevant and advance their careers. The key to achieving this is through rebranding.

Rebranding is a strategic process of altering a brand’s identity, image, or message to align with evolving goals, target audience, or market positioning.

For artists, considering rebranding is essential to stay relevant and adapt to the dynamic trends in the music industry. This strategic process offers a valuable opportunity to rejuvenate their image, establish connections with new audiences, and exhibit artistic growth. This can include changing their messaging, incorporating new fashion images, releasing new music, updating content, exploring new storylines, engaging in collaborations, being featured in other artists’ work, experimenting with different hairstyles, and more. Embracing this transformation enables artists to effectively communicate their evolution and resonate with a broader, more engaged audience, positioning themselves for continued success in an ever-changing industry.

As the music industry continues to evolve, artists who embrace rebranding as a means of adaptation will be better positioned to thrive in the competitive landscape. It allows them to keep their artistic journey fresh and exciting, appealing to both long-time fans and newcomers alike. Rebranding represents an artist’s commitment to growth, relevance, and longevity in an ever-changing creative landscape. By carefully evaluating their artistic direction and brand identity, artists can decide whether rebranding is the right step to propel their music career forward.

A Winning Rebranding Strategy


Rebranding/branding concept

A successful rebrand strategy should include the following key elements:

  • Clear Objectives: Define the goals and outcomes you want to achieve through rebranding efforts.
  • Market Research: Conduct research to understand your target audience, competitors, and industry trends.
  • Brand Identity: Develop a compelling and cohesive brand identity, including a new logo, color palette, and visual elements.
  • Messaging: Craft a strong brand message that resonates with your audience and reflects your unique value proposition.
  • Consistency: Ensure consistency in brand communication across all touchpoints, including website, social media, and marketing materials.
  • Internal Alignment: Get buy-in and support from internal stakeholders, ensuring everyone is aligned with the new brand direction.
  • Rollout Plan: Develop a well-structured rollout plan to launch the rebranding smoothly across all platforms.
  • Customer Engagement: Involve your audience in rebranding through surveys, feedback, and interactive campaigns.
  • Building a Community: Focus on creating and nurturing a community around your brand to foster deeper connections with your audience and promote loyalty.
  • Public Relations: Leverage media and PR strategies to create buzz and generate positive coverage for rebranding.
  • Monitoring and Evaluation: Continuously monitor the performance of the rebrand and assess its impact on key metrics.

By incorporating these elements into the rebranding strategy, you can set yourself up for success and ensure a seamless transition to your new brand identity.

Miley Cyrus’s Bold Rebranding Success


Miley Cyrus

Miley Cyrus’s rebranding success story is a shining example of a transformative artistic evolution. Known initially for her wholesome Disney image, she strategically embraced a bold and edgy persona, shedding her previous image to redefine her brand. With her album Bangerz and provocative performances, Miley fearlessly broke away from her previous teen idol image, grabbing headlines and sparking public discussions. Despite initial controversies, her authenticity and fearlessness resonated with a new audience, expanding her fanbase and reinvigorating her career.

In 2023, she took another daring leap, releasing her new album Endless Summer Vacation while pivoting once more, embracing an Old Hollywood glamour look with platinum hair, beachy waves, and red lips. Miley’s evolving rebranding of herself has showcased the power of embracing change, unapologetically expressing oneself, and taking creative risks, solidifying her position as a boundary-pushing artist in the music industry.

As part of her rebranding strategy, Miley Cyrus has undertaken several key actions to successfully transition from her wholesome Disney image to a more edgy and provocative persona:

  • Image Makeover: Miley underwent a dramatic transformation, shedding her clean-cut, girl-next-door image for a daring, bold, and rebellious look. With her recent album Endless Summer Vacation, she took another daring leap, embracing an Old Hollywood glamour style exuding sophistication and elegance with platinum hair, beachy waves, and red lips.
  • Music Direction: Alongside her image transformation, Miley shifted her musical direction, moving away from a pop-oriented sound to a more edgy and mature vibe. Her album Bangerz showcased her emotional depth and candid storytelling about past relationships, while in Endless Summer Vacation she sings about self-love and courage, reflecting her evolving artistic growth.
  • Provocative Performances: Miley’s performances became the centerpiece of her rebranding strategy during Bangerz, delivering memorable and controversial shows that garnered widespread media attention and ignited public conversations. Today, with Endless Summer Vacation, she continues to distribute thought-provoking and authentic videos that align with her artistic vision, captivating audiences with her newfound Old Hollywood charm.
  • Embracing Authenticity: Throughout her rebranding journey, Miley prioritized authenticity and fearlessness, openly expressing herself and her creative vision. With each album, she has fearlessly challenged societal norms and expectations, forging a path that remains uniquely her own.
  • Engaging with New Audiences: Miley’s rebranding efforts aimed to connect with a broader and more mature audience, attracting new followers who resonated with her evolving persona and musical style. Her recent transformation to an Old Hollywood glamour look further expands her appeal and audience reach.
  • Media Engagement: To generate buzz around her rebranding, Miley strategically engaged with media during Bangerz. She gave interviews and utilized social media platforms to communicate her new image and creative direction directly to her audience. With Endless Summer Vacation, her media engagement continues to highlight her bold and glamorous transformation.

Miley Cyrus’s ability to successfully navigate two distinct rebranding journeys from the edgy and provocative to the timeless and sophisticated demonstrates her versatility as an artist and her commitment to embracing change to remain relevant in the music industry. Her recent rebranding to an Old Hollywood glamour look with Endless Summer Vacation further solidifies her position as a boundary-pushing artist, captivating the world with her artistic evolution.

Taylor Swift’s Fearless Rebranding Reinvention


Taylor Swift

Taylor Swift’s rebranding success story exemplifies a masterful transformation from country sweetheart to global pop superstar. Starting her career as a country singer-songwriter, Taylor strategically pivoted her music style, image, and brand identity to appeal to a broader and more diverse audience. With her album 1989, she fully embraced the pop genre departing from her country roots. This bold move paid off as 1989 became a massive commercial success, earning critical acclaim, selling 1.287 million copies in the U.S. in its first week, and is the most awarded pop album by any artist in history with 158 awards (Grammy Awards, BBMAs, AMAs, VMAs, Emmy, and more).

Taylor’s rebranding showcased her versatility as an artist, allowing her to break from previous stereotypes and connect with fans worldwide by continuously reinventing herself and fearlessly exploring new musical horizons. Taylor Swift established herself as a force to be reckoned with in the music industry, solidifying her position as one of the most influential artists of her generation. Today, she continues to captivate audiences, taking them on a journey as she fearlessly evolves and stays true to her roots.

Taylor Swift undertook several strategic actions to rebrand herself successfully:

  • Shift in Music Genre: Taylor shifted from country music to pop, departing from her country roots.
  • Visual Transformation: Taylor adopted a more sophisticated and stylish image, reflecting her evolution as an artist. Her fashion choices and iconic red lipstick became synonymous with her new pop persona.
  • Embracing Independence: Taylor embraced her independence and artistic autonomy, making bold decisions and taking creative control over her music and image.
  • Public Persona: Taylor cultivated a more relatable and down-to-earth public persona, engaging with fans through social media and candid interviews. She allowed fans to see a more authentic and vulnerable side of her.
  • Narrative Shift: Taylor’s songwriting shifted towards more mature themes and storytelling, exploring love, heartbreak, and personal growth.
  • Engagement with Fans: Taylor actively engaged with her fans, creating a loyal and dedicated fanbase that played a crucial role in the success of her rebranding.
  • Global Appeal: Taylor focused on expanding her global appeal, collaborating with international artists, and embarking on successful worldwide tours.

Timing & Patience To Accomplish Your Rebrand


Music festival/concert

Rebranding can provide a deep well of opportunities for music artists, yet patience is key while transitioning your brand. Before launching your new brand, ensure streaming platforms have been notified months before your releases. Don’t get discouraged as rebranding, especially on platforms like Spotify, Apple Music, and Amazon Music, can take up to two to three weeks before updates on artist brands are completed.

  • If changing your name, you can expect delays from the platform updates. However, the most important factor here is to run a copyright search by an attorney to secure your new name and register it so that your name cannot be challenged for ownership.
  • While going through the digital asset change process, stay quiet. Try to refrain from brand deals, posting on social media, etc. Essentially, you are striving for a complete rollover and new launch of the new you! This can take time as each music company updates your information, especially on social media platforms, where finding your correct stakeholder can be daunting. Try emailing or messaging account managers from Instagram, Twitter, Threads, Facebook, TikTok, etc. separately, informing them of your rebrand, supplying them with new digital assets, and requesting a rush update!

With the constantly changing landscape in the music industry, rebranding is an effective way to boost your results as a music artist for increased music sales, reconnect with your fans by providing new ideas and style to your already successful projects, and present new concepts for relevance in the space by curating new artist branding. A rebrand can also market you to labels, publishers, booking agents, and more.

As we define AI in music, a consistent and effective brand presence will be critical for artist success as a differentiator and disruptor in the music business. By having a story that you can continually create and tell, in a consistent high-quality way, the better your chances are to ultimately attract teams, producers, and executives to your projects.

Kathryn Marshburn has spent 12+ years in the music and gaming industries guiding teams on identifying targeted goals with an agile approach resulting in driving revenue and reducing risk.

For a step-by-step guide on how to develop a brand strategy, check out How to Develop a Brand Strategy by Lisa Perry. For more brand marketing insights, follow Lisa Perry.

This article was written by Kathryn Marshburn and Lisa Perry.

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Rebranding In The Music World: How Artists …

How Challenger Brands Can Steal The Thunder



Brands and businesses are intertwined entities, mutually influencing each other's value. They represent two sides of the same coin. Among brands, we can broadly categorize them as leaders, followers, and challengers. Our focus here lies on challenger brands—businesses that fearlessly compete against established players, aiming to disrupt the market and redefine consumer perceptions. Their mission is to challenge conventional notions and reshape consumers’ hearts and minds.

In this article, we will explore the essence of challenger brands, effective strategies to build credibility and trust, essential guidelines for navigating potential pitfalls, seizing market share through digital marketing, and the transformative power of collaboration. Join us as we delve into the world of these audacious brands that dare to challenge the status quo and forge a unique path to success.

Challenger vs. Established: Defining Brand Differences


A challenger brand is a company or product that competes in a market dominated by established and well-known brands. It typically faces the challenge of breaking through market barriers and gaining market share from dominant brands.

Traditionally, challenger brands like Pepsi vs. Coca-Cola in the Cola Wars went head-to-head with competitors. Today, they transcend competition by challenging the status quo, consumer behaviors, and deeply held beliefs.

They fearlessly initiate confrontations, take firm positions, and write rules, redefining the game entirely. By differentiating themselves and targeting niche markets, they engage customers in compelling and unconventional ways. Operating with limited resources compared to established counterparts, challenger brands find creative ways to compete effectively and leave their mark.

Here are some defining characteristics of challenger brands and how they differ from established brands:

  • Market Position: Challenger brands operate as underdogs, seeking to disrupt the status quo and challenge the market leaders. They aim to position themselves as an alternative to the established brand by offering unique value propositions or addressing specific customer needs that the incumbents may overlook.
  • Limited Resources: Challenger brands often have limited financial resources, smaller budgets, and narrower brand recognition than established brands. They must be resourceful and find creative ways to impact the market, often relying on innovative strategies, guerrilla marketing, and word-of-mouth to gain traction.
  • Differentiation: To stand out in a crowded market, challenger brands differentiate themselves by offering something unique or innovative. They emphasize their points of differentiation, whether it’s through product features, pricing, customer service, or brand values. By highlighting what sets them apart, challenger brands strive to attract consumers seeking alternatives to the established options.
  • Nimbleness and Agility: Unlike established brands, challenger brands have the advantage of being more agile and flexible in their decision-making and execution. They can quickly adapt to changing market dynamics, consumer trends, and emerging technologies. This agility allows them to respond faster to customer needs, seize opportunities, and create disruption in the market.
  • Customer-Centric Approach: Challenger brands prioritize understanding and catering to the needs of their target consumers. They listen to customers’ feedback, actively engage with their audience, and offer personalized experiences. Challengers can develop a loyal customer base by strongly emphasizing customer satisfaction and building relationships.

Building Credibility & Trust: Strategies For Challenger Brands


There are two effective strategies for challenger brands to build credibility and trust with consumers who lean towards established brands.

  1. Deliver superior value - Consistently providing high-quality products or services that offer clear value beyond expectations is crucial. Challenger brands establish reliability and customer satisfaction by exceeding customer expectations and delivering exceptional experiences.
  2. Identify pain points and offer innovative solutions - Understanding the pain points consumers face with established brands and providing innovative solutions can earn credibility. By addressing unmet needs and offering a fresh approach, challenger brands can attract customers seeking alternatives.

Dollar Shave Club revolutionized the razor industry dominated by Gillette. A low-budget, "Our Blades Are F*cking Great" video campaign, reportedly shot for a mere $4,500, went viral. With a direct-to-consumer model, the brand challenged the status quo of existing brands and buyer behavior. They gained attention and disrupted the market by cutting out middlemen and delivering quality blades. Eventually, the brand was acquired by Unilever for $1 billion in 2016.

Navigating Pitfalls: Challenger Brand Strategy


The challenger brands should avoid the following pitfalls while taking the market head-on.

Lack of Differentiation: Without a truly differentiated product or offering that provides a better alternative to what’s already available, attempting to position oneself as a challenger brand will likely backfire. It’s crucial to develop strategies around a unique value proposition that sets the brand apart and resonates with consumers.

Copying Established Brands: Emulating the market leader or established brands can lead to blending in with the existing competition, resulting in a lack of distinction. Challenger brands should strive to carve out their identity and avoid the “sea of sameness.” It’s crucial to forge your path and create a unique identity to succeed.

Lack of Innovation: Failing to continuously innovate poses a potential threat to the brand’s success. Challenger brands should constantly seek new ways to differentiate themselves, improve their offerings, and stay ahead of changing consumer preferences and market trends.

Pricing Wars: Competing solely on price can be detrimental to long-term success. Instead, challenger brands should focus on value and differentiation.

Neglecting Brand Building: Not investing in building a strong brand positioning, identity, messaging, and customer experience to establish credibility will not help the brand get registered among the target audience.

Challenger brands should embrace their underdog status. By embodying the “David against Goliath” attitude, they should offer a more personal, authentic, and relatable experience compared to the corporate image of established brands.

Unleashing Digital Power: Challengers Stealing Market Share


Challenger brands leverage digital marketing and social media to raise brand awareness and steal market share from larger competitors through nimbleness, agility, and innovation. They can employ two major strategies: content marketing and guerrilla/viral marketing.

Let’s look at an example of this. Kind Snacks disrupted the snack industry by offering healthier options made with whole ingredients and no artificial flavors, preservatives, or excessive sugars. This focus challenged industry norms or processed snacks.

Kind Snacks gained market share by appealing to health-conscious consumers and carved out a niche. Leveraging content marketing through blogs, articles, social media, and influencer partnerships, the brand engages its audience, builds loyalty, and positions itself as a trusted resource for healthier snacking.

Through contrarian thinking, Kind Snacks differentiates itself from larger, less health-oriented brands.

Power Of Collaboration: Boosting Visibility For Challengers


In the competitive landscape, challenger brands can gain a significant advantage by strategically forming partnerships and collaborations. By joining forces with complementary brands, industry influencers, or even non-competitors, challenger brands can enhance their visibility and credibility in the market. Collaboration opens doors to new audiences, extends reach, and strengthens brand positioning.

First, partnerships provide challenger brands access to established networks and customer bases. By teaming up with well-known brands or influencers, challengers can tap into their existing audience and gain exposure to a larger pool of potential customers. This exposure can result in increased brand awareness and accelerated market entry. Additionally, collaborations with industry influencers or thought leaders lend credibility and trust to challenger brands as they leverage the influencer’s established reputation and expertise. This association can help overcome consumers’ skepticism towards lesser-known brands, boosting credibility and fostering a positive perception among the target audience.

Second, collaborations allow challenger brands to leverage shared resources, expertise, and creativity. By partnering with other companies, challengers can combine strengths and fill gaps in their capabilities. This can result in innovative product development, impactful marketing campaigns, and enhanced customer experiences. Joint marketing efforts, co-branded campaigns, or collaborative content creation can generate buzz, capturing consumers’ attention who may have been more inclined toward established competitors. Moreover, collaborations demonstrate a willingness to think outside the box and foster innovation, positioning the challenger brand as a dynamic and forward-thinking player in the industry.

In conclusion, challenger brands boldly disrupt established markets by offering unique value propositions and targeting niche markets, challenging consumer perceptions and reshaping the industry. Building credibility and trust is crucial for these brands, achieved through consistently delivering superior value and innovative solutions to address consumer pain points. To steal market share from larger competitors, challenger brands can leverage digital marketing, content strategies, and partnerships to raise brand awareness, engage with audiences, and access established networks. By embracing their underdog status and driving innovation, challenger brands have the potential to make a lasting impact, carving out their niche and stealing the thunder from established competitors.

For a step-by-step guide on how to develop a brand strategy, check out How to Develop a Brand Strategy by Lisa Perry.

Anand is a co-founder of TMA Global—a brand strategy studio. He helps brands find their purpose and get people to care about it. His mission is to turn businesses into beloved brands. Check out some of his guides here.

For more brand marketing insights, follow Anand Sankaranarayanan and Lisa Perry.

This article was written by Lisa Perry and Anand Sankaranarayanan.

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How Challenger Brands Can Steal The Thunder

How To Achieve Successful Strategic Partnerships



In the ever-evolving business landscape, branding has been vital for long-term growth and success. While it is widely acknowledged that branding plays a crucial role in building recognition and reputation, there are instances where businesses have yet to experience initial success without extensive branding efforts.

This article delves into the notion that while branding may not always be a prerequisite for achieving initial success in certain scenarios, it becomes increasingly essential for sustained growth and establishing a strong foothold in the market. By exploring both sides of the argument, I aim to shed light on the nuanced relationship between branding and business success, highlighting the significance of branding in ensuring long-term prosperity and navigating the challenges of a competitive marketplace.

Let's look at a few reasons why branding is not an absolute necessity for success, but its absence may limit long-term growth potential:

Short-Term Success


Long term and short term concept

Some companies can experience initial success without a well-developed brand strategy, leveraging word-of-mouth, viral marketing, fleeting trends, or unique circumstances. However, it’s important to note that this overnight success type is often short-lived and lacks sustainability without effective branding. While initial buzz or popularity can bring attention to a business, branding efforts help establish a solid foundation for long-term success by differentiating the business and building a strong customer base.

I had the opportunity to assist a nutritional start-up that experienced rapid growth in the first two years, with 130,000 customers and two million bottles sold globally for its hangover prevention product. Unfortunately, the company faced a downturn when sales began to stagnate. I conducted comprehensive analyses to understand the underlying causes, encompassing competitive and market evaluation, consumer trend assessments, and data analytics. Upon examination, it became apparent that the company had disrupted the market with its innovative product and had established dominance in its category, garnering significant attention and success. However, as competition emerged, it faced a challenge as its competitors easily replicated its offerings due to a lack of unique differentiation. This lack of distinctiveness proved detrimental to the business. Furthermore, the company's unclear value proposition, inadequate positioning, and inconsistent messaging further contributed to customer confusion and ultimately led to a decline in sales.

The absence of a well-defined branding strategy underscored the need for its development to overcome the challenges faced by the company, highlighting the crucial role of effective branding in achieving sustained success.

Niche Markets


Niche market concept

Businesses operating in certain niche markets or local communities can experience thriving success without heavily investing in branding efforts. Personal relationships, referrals, and local reputation can play a significant role in generating business, reducing the immediate need for branding efforts. However, it is crucial to acknowledge that the absence of branding can hinder revenue generation, profitability, and the creation of long-term value when faced with competition. Without a strong brand, businesses may struggle to adapt to market changes, expand their operations, and attract investment opportunities essential for sustained growth and success.

A compelling example of this is my experience working in the cannabis industry. As competition in the market increased, larger corporations entered the scene, and more states legalized recreational cannabis, it became increasingly challenging for niche brands to remain competitive. The cannabis company I worked for strategically pursued mergers, acquisitions, and brand licensing deals as part of its business strategy. Once these smaller niche brands were acquired, it became apparent that some had lost their competitive edge. To address this, I conducted a comprehensive business and financial analysis, competitive analysis, market trend mining, and internal capabilities audit. This allowed us to develop a strategic brand portfolio architecture strategy by evaluating each brand’s strategic role and determining whether to divest, invest, harvest, or maintain the brand. Implementing this brand strategy increased revenue and profitability, ultimately leading to the company’s acquisition.

Although businesses can experience initial success in niche markets without extensive branding efforts, it is crucial to consider the long-term benefits and strategic advantages of effective branding. In an evolving and competitive landscape, businesses need to recognize the value of branding to thrive and sustain their growth.

Established Brand Reputation


Brands concept

In the ever-evolving business landscape, some companies have relied on their established reputation for years, only to face declining sales when market dynamics, industry trends, and consumer preferences shift. As market competition intensifies and the importance of ROI in marketing efforts grows, effective branding has become a necessity for organizations.

While traditional reputation and word-of-mouth may have sufficed in the past, businesses now require a strategic approach to branding to differentiate themselves, communicate their unique value proposition, and establish trust with diverse stakeholders. By investing in branding initiatives, companies can position themselves strategically, target specific customer segments, and gain a distinct competitive advantage.

A case in point is my experience working for a private, non-profit business school in the highly competitive higher education landscape. Struggling with declining enrollment, we conducted a comprehensive analysis, uncovering a lack of differentiation compared to competitors. Through deep engagement with students, alumni, and faculty, the school's strength in equipping students to become world leaders emerged. Armed with these insights, a repositioning strategy was executed, reviving the school's brand identity after 22 years and launching an impactful marketing campaign, "Best for the World Leaders." The results were remarkable, with the highest enrollment in 13 years and a notable 30% increase in awareness.

This success exemplifies the transformative impact of effective branding, showcasing how identifying a unique point of differentiation and leveraging it through repositioning strategies can drive significant outcomes. In a changing market, organizations must embrace branding as a powerful tool to differentiate themselves, attract customers, and achieve long-term success.

In conclusion, while there may be instances where businesses experience initial success without extensive branding efforts, it is crucial to recognize the long-term benefits and strategic advantages of effective branding. Branding plays a vital role in building recognition, reputation, and differentiation in a competitive market. It helps businesses adapt to changes, expand operations, attract investments, and sustain growth. As the business landscape continues to evolve, investing in branding is increasingly necessary to thrive and establish a strong foothold. Whether it is developing a unique value proposition, cultivating customer relationships, or differentiating from competitors, branding is an essential component for long-term success in today's dynamic marketplace.

For a step-by-step guide on how to develop a brand strategy, check out How To Develop a Brand Strategy by Lisa Perry. For more brand marketing insights, follow Lisa Perry.

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Beyond The Myth: Why Effective Branding Is …

Overstimulated Branding: The New Trend That’s Capturing Consumers’ Attention



Why is capturing consumer attention so important? Because consumers have an 8-second attention span. In fact, consumers spend anywhere from 10-13 seconds making a purchase decision. With countless brands buying for consumers’ limited attention spans, standing out from the crowd is crucial for success. By capturing and holding consumer attention, brands can create meaningful connections, build brand loyalty, and ultimately drive business growth.

So how do you effectively capture consumers' attention in this fast-paced and crowded world of branding? Enter the new trend that’s taking the industry by storm: overstimulated branding.

In this article, I'll dive into what overstimulated branding entails, its primary goals, benefits, and key considerations to remember, and showcase brands that have already embraced this trend to leave a lasting impression on their target audience. Let’s explore the world of overstimulated branding and uncover its potential for elevating brand experiences to new heights.

What Is Overstimulated Branding?


Overstimulated branding is a branding strategy that uses visual imagery employing bright, eye-catching colors, bold, distorted fonts, flashy icons, or logos to capture people’s attention and keep them interested.

Not only does this approach capture your attention. It also explodes your senses, makes people feel happy, and evokes a playful energy.

The Goal Of Overstimulated Branding


Overstimulated branding concept

Such a strategy aims to create a strong and memorable brand presence by maximizing exposure and impact for consumers who consistently ignore marketing messages.

By leveraging vibrant visuals, captivating storytelling, and immersive experiences, overstimulated branding seeks to break through the noise, capture attention, and leave a lasting impression on the target audience. It strives to create a sensory overload that sparks curiosity, fosters emotional connections, and ultimately drives brand engagement and loyalty.

The Benefits Of Overstimulated Branding


Brand engagement, marketing concept

An overstimulated branding approach, when executed effectively, can have several potential positives:

  • Increased Brand Visibility: By employing bold and attention-grabbing marketing tactics, an overstimulated branding approach is meant to grab consumers' attention, helping a brand stand out from the competition and increase its visibility in the market. It can capture consumers’ attention who may otherwise overlook more traditional or subtle branding efforts. Studies have shown that overstimulated ads gain customers’ attention more than standard ads.
  • Enhanced Brand Recognition: When a brand utilizes an overstimulated approach, it can create a memorable and distinct brand identity. Using striking visuals, unconventional messaging, or unique experiences can leave a lasting impression on consumers, making it easier for them to recognize and recall the brand in the future.
  • Emotional Connection: Overstimulated branding techniques have the potential to evoke strong emotions and create a sense of excitement or intrigue among consumers. This emotional connection can foster brand loyalty, encourage engagement, and increase the likelihood of consumers sharing their positive experiences with others.
  • Differentiation: In crowded markets, an overstimulated branding approach can help a brand differentiate itself from competitors. By taking risks, being unconventional, or challenging industry norms, a brand can carve out a unique position and attract attention from consumers seeking something new or different.
  • Viral Potential: When a brand employs an overstimulated approach that is attention-grabbing, shareable, or buzz-worthy, it increases the chances of its content going viral. This can lead to widespread exposure, increased reach, and the potential to attract new customers who may have yet to be aware of the brand.

Key Considerations Of Overstimulated Branding


Overstimulated branding concept

When implementing overstimulated branding, it’s important to consider a few key factors.

First, striking the right balance is crucial. While vibrant visuals and immersive experiences can captivate, going overboard may overwhelm or confuse your audience, leading to sensory overload.

Second, ensure consistency with your brand identity to avoid diluting your message or even negative associations if executed poorly.

Lastly, carefully analyze your target audience and market trends to ensure that overstimulated branding aligns with their preferences and expectations, ultimately enhancing their brand experience.

By being mindful of these considerations, you can effectively harness the power of overstimulated branding to make a memorable impact on your audience.

Brands Embracing Overstimulated Branding


​Headspace


Headspace embraces overstimulated branding

Headspace, the meditation app, stands out with its vibrant design, using an overstimulated branding approach. Its bold colors and joyful design perfectly convey its mission of “less stress and more joy” capturing consumers' attention.

Louisville Vegan Jerky


Louisville vegan jerky embraces overstimulated branding

Louisville Vegan Jerky takes overstimulated branding to a whimsical level with cartoon-like illustrations and vibrant splashes of color. Real-life images infused with artistic magic create a captivating brand experience.

Hommey


Hommey embraces overstimulated branding

Hommey, the Australian online cushion brand, is a shining example of overstimulated branding done right. By seamlessly merging the digital and physical realms, Hommey infuses its designs with playful cartoon-like illustrations and vibrant bursts of color. This unique approach creates a visually captivating and immersive brand experience that breathes life into its products, leaving a lasting impression on customers.

In conclusion, overstimulated branding represents a captivating and immersive approach that has gained traction in the world of branding. By incorporating vibrant visuals, bold colors, and immersive experiences, this strategy aims to break through the clutter, captivate consumer attention, and create a lasting impression.

For a step-by-step guide on how to develop a brand strategy, check out How To Develop a Brand Strategy by Lisa Perry. For more brand marketing insights, follow Lisa Perry.


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In today's world, digital technologies have transformed how brands operate and interact with customers. With the rise of social media, mobile devices, and other digital channels, it has become imperative for brands to have a strong online presence and engage with their customers meaningfully. Brands that navigate the digital landscape successfully can reach a wider audience and build stronger customer relationships.

In this context, brands must understand the key factors contributing to digital success. Here are five ways brands can succeed in the digital world.

Traditional Marketing vs. Digital Marketing


Brands need to be aware of some key differences between traditional and digital marketing strategies to succeed in the digital world. The first thing to recognize is it's no longer a traditional vs. digital marketing world. It's all about being customer first and knowing how they (in their segment) journey through your brand, regardless of what touchpoint they enter. It's about multi-touchpoint marketing and how you drive them across the marketing funnel—from brand awareness to consideration to conversion to loyalty and advocacy.

It's no longer a linear journey. Consumers may come in at any touchpoint. It also realizes that brands are playing the role of conductor. How are you measuring the effectiveness of each channel and then optimizing your results to achieve your goal? Finally, it's a balance between a brand's owned, earned, and paid media.

Personalization


Woman on phone receives personalized content from brands

Personalization is important in today’s digital landscape, and there are some effective ways to tailor marketing messages and content to individual customers. The first thing is to break out your data into customer segments and understand their needs (and the benefits your brand can bring them) and then how they consume media / what channels they are on and everything about them so that you can present your brand as a solution to fit their needs. Then create personalized messaging, content, and offers per segment.

For example, in broad strokes, older audiences will be on Facebook and reading emails, while a younger demographic will typically be on TikTok and Instagram, viewing YouTube Shorts, and getting their marketing messages via opting into SMS text messaging.

Build Trust & Credibility


Young people on their phones laugh at a video from one of their favorite brands

In the digital world, building trust and credibility is essential for brands to succeed. However, it can also be one of the biggest challenges they face. One of the main obstacles is the abundance of fake news, misinformation, and online scams that can damage a brand's reputation. Another challenge is the lack of face-to-face interactions, which can make it harder for customers to trust a brand. Additionally, there is the issue of data privacy, with many customers being concerned about how their personal information is being used.

To overcome these obstacles, brands need to be transparent and honest in their communications and actions, provide quality products or services, and prioritize customer satisfaction. They can also leverage social proof, such as user reviews and testimonials, to build credibility and trust. Moreover, brands should establish a strong online presence and engage with customers regularly through social media and other channels to foster a deeper connection and build a community of loyal customers.

Social Listening


"We listen to our customer" concept (marketing, branding)

Social listening has become a critical component of any brand’s digital strategy. It is important for brands and is often overlooked, even though there are a lot of lower-cost social media management tools that now offer social listening for a fee. Social listening can help brands see what social conversation is happening (and trending) about their brand globally and nationwide. Consistent social conversation volume can help drive brand awareness. Social listening can also help you discover influencers talking about your brand, and you can reach out to them for influencer campaigns/partnerships.

A second way you can use social listening is for customer service. You can see customers discussing issues about a product or if they’re unhappy with a brand. You can respond with corporate communications as needed to customers or use the information to inform your product development and marketing teams. You can also use it for crisis management. I remember being at a Fortune 500 brand, and a licensee had changed the interface of a popular game. Social listening had picked up the noise of angry fans coming to the corporate office to protest. Because we picked this up with our social listening tool, we triggered a corporate crisis plan immediately, and it defused the situation.

Lastly, you can use social listening for real-time analytics at conferences or events. For example, I ran the social media war room for a major gaming brand at E3 (the Electronic Entertainment Expo). We picked up consumer sentiment on the games and gaming platforms in real time and were able to flex our marketing/PR events and communications in real time to react to our competitors' messaging.

Data & Analytics


Digital marketing / data and analytics concept

Data and analytics have become essential for brands to understand their customers, track their marketing ROI, and optimize their campaigns for maximum impact. Brands can leverage data and analytics in several ways to better understand their customers and improve their marketing efforts.

First, brands can use data analytics to track customer behavior and preferences across multiple channels, such as social media, email, and website interactions. By analyzing this data, brands can identify patterns and trends in customer behavior, preferences, and sentiment toward their brand. This can help brands develop more targeted, personalized marketing campaigns that resonate with their customers.

Second, data analytics can help brands measure the effectiveness of their marketing campaigns and track their return on investment (ROI). By analyzing metrics such as website traffic, conversion rates, and sales, brands can determine the most effective campaigns and make data-driven decisions to optimize their marketing spend.

Finally, data analytics can help brands optimize their campaigns for maximum impact. Using A/B testing and other analytical techniques, brands can test different campaign strategies and optimize their messaging, targeting, and creativity to improve engagement and conversions.

In conclusion, the digital landscape provides vast opportunities for brands to connect with their audiences and achieve their marketing goals. By staying attuned to customer feedback, personalizing messaging, leveraging data and analytics to optimize their campaigns, and prioritizing transparency and authenticity, brands can establish a strong digital presence and drive meaningful results. The digital world is constantly evolving, but by keeping these key strategies in mind, brands can stay ahead of the curve and thrive in the digital age.

For a step-by-step guide on how to develop a brand strategy, check out How to Develop a Brand Strategy by Lisa Perry. For more digital marketing insights, follow Dana Long and Lisa Perry.

This article was written by Lisa Perry and Dana Long.

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Creating and sharing online content is one of the best ways to generate sales for your business, big or small. Content is king in this digital world, and those who create online content will get their brand in front of more potential customers, establish credibility, and generate more sales.

We recently asked our leading executives how they use online content to generate sales.

Here are their responses...

Percy Leon, Digital Media Content Executive


As a YouTube content creator, there are several ways to use your online content to generate sales.

You can monetize your content as a YouTube content creator, focus on providing value to your audience, and build a loyal community.

You can use this as influential marketing. According to Influential Marketing Hub, the influencer marketing industry is set to reach a value of $16.4 billion in 2022, representing an 18.8% increase from the $13.8 billion valuation in 2021.

Brands are increasingly turning to smaller creators, such as nano and micro-influencers with strong subscriber engagement and trust, as it can be more effective and cost-efficient than paying larger influencers.

Also, high-quality, informative, and engaging content can attract and retain viewers and lead to revenue streams through:

  1. Sponsorships
  2. Advertising
  3. Affiliate marketing
  4. Merchandise sales
  5. Coaching
Percy Leon is a digital media content producer specializing in educational technology and entertainment. He is interested in web3, metaverse, and the use of virtual reality for storytelling.

Lynn Holland, VP Sales & Business Development


Professional manages online content on a blog to generate sales

In March 2020, I was selling enterprise technology when a final demo to secure my last endorsements and purchase approval for a large sale was canceled. Corporate travel was banned, fear converged, and modern buyers emerged with new expectations for finding, evaluating, and making tech buying decisions.

They now resisted mercilessly being spammed and chased with a phone, email, hollow marketing materials, and time-consuming sales journeys, and were no longer accessible with in-person meetings and tradeshows to prospect and further sales.

Instead, they expected vendors to generously publish surprisingly insightful content on social networks where they natively hang out to:

  • Source information
  • Get recommendations and validation from trusted peers
  • Anonymously self-educate, evaluate, compare, and gain confidence in the credibility of vendors/solutions

THEN

Visit a strategically designed vendor website to binge on a full library of UNGATED content.

THEN

Submit a web form or make a call, WELL into their buyer journey to VOLUNTARILY self-identify where they found you, became a high-intent buyer, and were led to:

  • Recognize they had a problem
  • See you as a potential solution to their problem
  • Prepare internally to engage you in a buying initiative

So how can you use content to build high-intent buyers who WANT what you have to offer?

  • Build deep insights that serve your audience with value - non-obvious solutions to obvious problems or obvious solutions to non-obvious problems that you provide to save money, make money, or reduce risk in days or weeks vs. months or years
  • Perpetually embed them into a variety of content pieces and publish them on social networks where your ICP hangs out
  • Make networking a priority and serve them by sharing your insights and value without asking for anything
  • Offer a quality free resource with your insights and value in your content and website/landing page with no strings attached
  • Make sure your site is clear, concise, full of ungated content, and guides high-intent followers into a low-friction process to demo, try, or buy your offering

Lynn Holland is a business development executive with 18+ years of experience taking operational, IoT & retail technologies, products, & consumer engagement to market with a focus in petroleum & convenience retail.

Ana Smith, Talent Architect & Global Learning Strategist


Small business owners create online content to generate sales

From my perspective, online content is such a powerful tool that can be used to generate sales. By creating and sharing high-quality content, you can attract attention, build relationships, and drive traffic to your website or online store.

Based on my experience, these are some ideas on how to use online content to generate sales:

  1. Creating valuable content that solves problems. The best way to generate sales with online content is to create content that solves problems for your target audience. This could be in the form of blog posts, articles, videos, or infographics. When you create content that is helpful and informative, people will be more likely to trust you and buy from you.
  2. Sharing your content on social media. Social media is a great way to share your content with a large audience. Make sure to share your content on the social media platforms that your target audience is active on. You can also use social media to run contests and giveaways, which can help to generate excitement and buzz around your brand.
  3. Promoting your content through email marketing. Email marketing is a great way to stay in touch with your customers and promote your latest content. You can send out email newsletters, or you can send targeted emails to people who have shown an interest in your products or services.
  4. Using paid advertising to promote your content. Paid advertising can be a great way to reach a larger audience with your content. You can use paid advertising on social media, search engines, or other websites.
  5. Tracking your results and making adjustments as needed. It's important to track the results of your online content marketing efforts so that you can see what's working and what's not. You can use Google Analytics to track website traffic, and you can use social media analytics tools to track social media engagement. Once you know what's working, you can make adjustments to your strategy to improve your results.
Ana Smith helps people & organizations achieve their full talent potential by developing and co-creating people strategies and customized solutions, and turning them into impactful outcomes and collaborative relationships, using coaching as the "red thread."

Kathryn Marshburn, Music Program Manager


Musician creates online content to generate sales

The data is undeniable that large amounts of quality social media posting and increased posting frequency is the key to successful sales. Some of those strategies are free and some are not. Here are three top thoughts to increase online sales with content:

1. Awareness campaigns

Most online sales strategies can be distributed for free through social media, where you can create content for awareness campaigns without having to pay for it. Having music artists post on their Twitter, Instagram, YouTube, and Facebook accounts would be a great place to start advertising your music product with consistency and frequency for new music drops as well as merchandise.

My advice is a very practical approach.

Nobody here today, in 2023, is confused that people’s attention sits on social media…at scale. It just does and will continue to do so in the future. Sometimes, businesses confuse a business strategy on social media with a human perspective and opinion of social media.

The consumer you are trying to reach is not super concerned with your personal take on how you feel about what 13-year-old is trending on TikTok. Consumers don’t care how much you like or dislike Facebook. Your consumers are surfing around on socials, living their life, seeing things, and spending their money. Most successful online sales stories do have a connection to social media and embracing the concept is important for music teams so that the messaging aligns with specific awareness posts for future music initiatives as a baseline.

2. Placing social media ads

Let's strategize against what the consumer is actually seeing and the reality of the sales process. Sales today does connect to social media in every way and ads that come across your feed allow you to reach more eyes. Yes, placing ads, within a reasonable budget, will be effective in increasing sales. Research should prevail before ads are placed to make sure the target audience is receiving the ads and the correct buyer is being targeted. The reality is that the consumer is online, therefore leveraging ads in front of those customers is essential.

For music artists, aiming for Gen Z and millennials has proven successful as research supports that a large percentage of time spent by this demo is searching for new music artists. Where are they searching? Blogs, articles, banners, and festivals. Placing ads in these specific verticals will be effective in driving music sales.

3. Increasing the frequency of your social media posts

The data is undeniable: more frequent posting is guaranteed to increase sales. Recommended volume for posting should circulate around 12 creative posts per day, per platform. Posting on LinkedIn, YouTube Shorts, TikTok, Twitter, Facebook, Instagram, and Snapchat. Those companies that do not enjoy the grind of posting at a large volume may not survive. Hire a social media team if you must...but posting now is the baseline for successful sales. People that are outflanking in posting cadence are winning exponentially. People that are out-posting others are picking up market share by the simple fact that there is just too much attention on these 5-7 platforms.

Find your cadence and post quality, and aim for 8-12 posts per day.

Kathryn Marshburn has spent 12+ years in the music and gaming industries guiding teams on identifying targeted goals with an agile approach resulting in driving revenue and reducing risk.

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One of the most important things a company can do to ensure its success is to accurately identify its target audience. Your target audience is the group of people most likely to buy your company's products or services. Identifying your target audience is the most efficient way to gain more customers and improve your bottom line as a business.

We recently asked our executives for their advice on how to identify a company's target audience.

Here are their responses...

Lynn Holland, VP Sales & Business Development


When you think about picking a target audience—aka ideal customer profile (ICP)—so your company can build a strategy to reach and pursue them, it’s easy to assemble a wish list of whom seems like a fit for your product or service to chase using a usual checklist:

  • The market to pursue (i.e., small/growth, mid-market, or enterprise companies)
  • The segment (i.e., manufacturing, distribution, technology)
  • The verticals (i.e., automotive, consumer packaged goods, chemical)
  • The specific buyer you want to attract (i.e., plant managers, supply chain managers, procurement managers)

But remember that picking a proper and effective ICP or, if you are starting out, an “initial” customer profile to kickstart growth for your company, guides whom to pursue and whom not to pursue. Here are three exercises for a more scientific approach:

  1. Assemble ONE ICP with thoughtful questions about why this market needs your product most urgently vs. a wish list of potential buyers.
  2. Don’t mistake your total addressable market (TAM), everyone and anyone that could use your product, for an ICP. Rather, start with an intentional ICP.
  3. Analyze the markets you are thinking of pursuing then pick the ICP that is the most probable to be successful using qualitative and quantitative questions:
    • Qualitative - Who has the more urgent and important problem that you are solving? This target will be more likely to say yes.
    • Quantitative - What percentage of revenue is from which customer profiles? A lower churn rate? A higher win rate? Or maybe even what customer profile do you enjoy more?
Lynn Holland is a business development executive with 18+ years of experience taking operational, IoT & retail technologies, products, & consumer engagement to market with a focus in petroleum & convenience retail.

Kathryn Marshburn, Music Program Manager


Audience/crowd at a music event / concert

Determining the perfect target audience for a music artist involves several steps. Here are some guidelines to help you identify the ideal audience for a music artist:

1. Understand the artist's genre: The first step is to understand the artist's genre. Different genres of music appeal to different age groups and demographics. Once you are able to identify fanbases that like your artist, you can target social communities within those groups.

2. Study the artist's existing fan base: Research the artist's existing fan base to get an idea of who is already interested in their music. Analyze demographics such as age, gender, location, and interests. This information will help you determine who the artist's music appeals to.

3. Identify the artist's unique brand: Every artist has a unique brand essence that sets them apart from other artists. Determine what makes the artist's music unique and what value they offer to their fans.

4. Analyze the competition: Analyze the competition to see who else is making similar music in the same genre. This will help you understand who the artist is competing with and what audience they are targeting and attract new fans from other artists' followings. Touring direct support for competitors can also help in grabbing new fans as opening positions for large artists that are in your genre will guarantee new fan engagement. Most artists are very aware of their value and may charge a fee to open on tour, as they know their fans will gravitate toward the opening acts.

5. Identify gaps: Conduct market research to get a better understanding of the audience's preferences, habits, and attitudes toward music. This will help you identify gaps in the market and potential opportunities for the artist.

6. Use social media analytics: Social media platforms such as Facebook, Instagram, TikTok, YouTube, and Twitter provide valuable insights into the audience's interests and behaviors. Use these analytics tools to identify the artist's ideal audience and tailor marketing efforts accordingly. Have the artist post on all platforms with aggressive social media posting calendars including regular live streams, giveaways, ads, and collaborations with other artists. TikTok should be the focus of daily work including duets, live acoustic events, trending sounds, cover posts, and originals announced.

Kathryn Marshburn has spent 12+ years in the music and gaming industries guiding teams on identifying targeted goals with an agile approach resulting in driving revenue and reducing risk.

Michael Willis, Sports Business Operations Executive


Target audience concept

In the sports business (working at a team), there are four factors to identify and grow your target audience.

1. Demographic – Age, gender, location.

  • Age – I need metrics on the age groups that consume the games.
  • Gender – Knowing who’s watching individually, men vs. women.
  • Location – What part of the state has the most fans?

2. In-Person vs. Streaming Services

  • In-Person – These people come to the stadium and enjoy the games in person.
  • Streaming Services – These are the people who watch games on their devices or TV.

3. Competitors – Who are the closest competitors in my market?

  • Sharing Space – Can we rent the space for other entertainment events when our sports venue is unused?

4. Economic Impact – What impact is the team making in the community? Are there any potential international influences available?

Michael Willis has 18+ years of experience working with accounting & sports organizations and has managed P&Ls of $10M - $125M+ with budgets of $3M-$50M+. He worked for the NFL for 22 1/2 years, mainly with the game officials working on the financial/accounting side of the business.

Lisa Perry, Global Marketing Executive


Marketing team identifies the company's target audience

Defining your target audience is one of the most difficult, important, and overlooked aspects of your strategy. Here are six steps to help you better identify your target audience.

1. Know Who Your Audience Isn't: Identifying who doesn’t deserve your time and attention is essential. If you target men 35-45, you are NOT targeting men under 35 and over 45. This ensures you don’t allocate dollars to audiences that will not yield a return.

2. Analyze Competitors: It’s essential to understand what you are up against and what tactics to use to compete. Some things to look at:

  • What are their market segmentation strategies and target?
  • What reach do they have?
  • What is their pricing structure?
  • What is their media spending?

3. Conduct Research: Start with public resources, as much information can be found for free. The next option is original research which can be expensive, but it’s original data that can be hugely beneficial.

4. Analyze Existing Customers: Look at your existing customers to gain insights through social media analytics, customer surveys, interviews, feedback (reviews, forums, communities), website analytics, and interview the sales team.

5. Define Your Target Market: Now that you’ve conducted analysis, see what patterns arise and boil this down into a simple statement: Our target market is (gender) aged (age range), who live in (place or type of place), and like to (activity). Keep in mind that this is a guide.

6. Continuously Revise: As you gather more data and interact with customers, reevaluate your target audience periodically and refine accordingly. It’s important that your ideal customer stays current as the market shifts and evolves.

When you invest time to define your target audience and know them well, they’ll buy your product because they will see the value in what you’re offering. For a step-by-step guide on how to develop a brand strategy, check out my book.

Lisa Perry helps companies build leadership brands, driving loyal customers & delivering profitability. She does this through a process that builds brands consumers love. Her goal is to help companies develop, monetize, and grow their brands.

How do you identify your company's target audience? Join the conversation inside Work It Daily's Executive Program.

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Executive Spotlight: How To Identify Your Company’s …