Branded content is a form of advertising different from traditional forms. In the latter people stories are created around a brand and how that product helped them achieve certain positive results. In the former, brand stories are created where the brand speaks about its practices and how people can be served accordingly. A very good example of this is the campaign by Chipotle which positioned the brand as an up-keeper of sustainable agricultural practices. Dove and Volvo have also responded very well to this form of digital marketing. A study was conducted to gauge which were the top media outlets for branded content and perhaps not surprisingly Facebook is right on top followed by print editions of newspapers. Younger viewers found Facebook more credible while older ones had greater faith on newspapers. Branded content is also different from mentions as business analytics is available in far greater detail in the former than the latter.


It has often been considered that an efficient process management is at odds with excellent customer experience. The former deals with the cold, hard side of business, while the latter deals with the softer aspects. However, there is no need for such a dichotomy and the two can exist side by side. In order to maintain an efficient process, companies design rigid systems. This goes against the maxim of customer experience as that dictates that company processes keep evolving depending on customers’ wants and preferences. However the two can be wedded together and indeed must be. An adaptable and flexible process is more desirable than a rigid one. This will also enable better level of talent management as top employees will be able to work according to their strengths rather than pre-defined norms.


For a brand in order to remain relevant to its customers over time, it is necessary to maintain a sense of continuity throughout. For that the brand must be aware of what success really is. Some brands identify their vital statistics likes sales as parameters for success. But truly successful brands will gauge the businessintelligenceof customers’ reasons for choosing the brand as true measure of evaluating success. It is not enough for a brand to be well known, but must register in the customer’s minds during the shopping sprees. Thus the company must understand the value of time. A similar concept is the ring-fence engagement where the potential customer base is targeted a product of service at a time when engagement will be the highest. Oreo’s intervention during the Super Bowl stands out. Brand communication plays a huge part and the way it communicates with the outside world reflects its true personality. Also the communication must be consistent throughout in such a manner that elements of the brand are visible in all its actions. The company must keeping alive brands and their aspects which endure over a period of time and not only that which sells in the short run. Source:

The KISS Principle of keeping things simple applies to brands as well. Some brands in order to present themselves as unique offerings, communicate in jargon like language. In today’s world where a business innovation is developed every sixteen months in Europe, three months in Japan and only ten weeks in South Korea, it is essential that a brand communicates in simple language as customers simply do not have the luxury of time to understand the entire product properly. Thus eighty percent of new product releases fail in the first three months itself in the western world. In order for a brand to project itself in a simplified manner, it should think of its working not just for business purpose but more holistic purposes of improving life. Simple products are actually improvements of earlier prototypes which were more complicated to handle. When offerings are simple, the onus of owning a brand emotionally falls on the customer. A work culture which has fewer lines of hierarchy and open communication is place where innovations can thrive. The same applies to products, simple products having originated from work cultures conducive for innovation.

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