Socialmediaworx

What does it take to build a great brand in a marketplace that has radically changed in the last few years? Paul Isakson developed a presentation to address that very question. At the crux of his argument is the need for brands to shift from thinking about marketing campaigns, to committing to a consistent set of core principles that never change. Isakson describes the commitment model as:

• Marketing for long term growth
• Creating an evolving collection of coherent brand ideas and experiences over time

In thinking about these traits of modern brand building – focusing on core principles, moving away from campaign tactics to a more committed approach – I see parallels to Greg Verdino’s review of Max Kalehoff’s earlier article this week about social media changes need to come from within an organization … “Max is keenly focused on deep, meaningful transformation of the business rather than surface-level marketing campaigns and tactics.”

Kalehoff writes:

The problem with so many in the advertising community is that the most important, strategic opportunities and liabilities around social media really have nothing to do with outward marketing communications, media or campaigns. Those are bottom-tier tactics.

So what are the real opportunities at this stage of the game? For 99% of companies –small, medium and large — the imperatives lie in deconstructing and rebuilding their cultures and attitudes toward customers and the marketplace. That’s a fundamentally different challenge — and one still sorely lacking viable solutions and services.

He goes on to say that focusing on customer experience, company values, listening, being human and breaking down organizational silos are organizational issues that form a stronger foundation for building a successful brand.

Indeed, for both Isakson and Kalehoff, building the modern day brand begins with commitment to the bedrock ideas and values that matter.