Category Archives: branding

Crafting a Compelling Strategic Narrative

We’ve been discussing consumer trust and how brands can create and maintain it through consistently prioritizing the consumer experience. Trust is the foundation for long-lasting relationships with a brand’s core audience – but where does this journey begin? In a digital era marked by an abundance of available options, brands stand out by developing a compelling narrative that inspires consumers to choose them over the competition.

A strategic narrative sets a brand apart by connecting with consumers in a unique and indelible way. Stories, after all, have been part of the human experience since long before the development of written language – a way to understand the world, our place in it, our ties to the past, and our hopes for the future. 
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What the Iowa Caucuses Can Teach Brands About Earning Consumer Trust

The run-up to the 2020 Presidential elections is well underway and a wide field of Democratic candidates are competing for the party nomination. After several debates and months on the campaign trail, the first big moment of primary season is fast approaching – the 2020 Iowa caucuses. As the Des Moines Register reported this summer, the candidates’ campaign stops and events in Iowa alone surpassed 1,000 in August and are expected to reach nearly 3,000 by February, when voting will take place.

For me this prompts a question: in today’s digital world, why are candidates flocking to Iowa to make a record number of personal appearances? With massive media budgets and social media staff at their fingertips, the sheer commitment in dollars and man-hours from candidates speaks to one vital goal – building trust.
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Managing Major Change: How Brands Navigate Pivotal Moments

Our recent exploration of sustainability initiatives in the fast fashion industry raised one big question: faced with increasing consumer demands, how can brands make big changes without compromising their identity? For the fast fashion space, this is a tricky proposition – after all, their identity is built on providing clothing that is trendy and disposable. When consumers decide they want to support sustainable brands, how can the giants of fast fashion (or any industry) make those necessary shifts?

Incremental change is the safest approach, but when consumers are clamoring for something new, they expect brands to act quickly. The issue of sustainability is particularly time-sensitive, as reports continually surface about the environmental damage caused by industries including fashion. The change process isn’t easy, but consumers are ready to reward the brands that take the lead.
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Multifaceted Spaces: Bar K Dog Bar Unites Diverse Interests

There’s something special happening in Kansas City’s Berkley Riverfront Park. Bar K Dog Bar, which opened last August, is revitalizing the area by serving a unique intersection of consumer interests. The primary attraction is a “state of the art” dog park overseen by dog-care professionals, which draws dog owners from across the metropolitan area. But what separates Bar K from other dog parks is the inclusion of a restaurant, bar, and coffee shop where customers can relax and connect while their pups play nearby.
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Multifaceted Spaces: Family Tree Nursery Eliminates the “Off” Season

On any given weekend in the spring and summer, the aisles at Family Tree Nursery in Shawnee, Kansas are packed with customers seeking beautiful plants, pots, and other home and garden products. This family-owned nursery, with three locations in the Kansas City area, has been providing top-tier customer service and vibrant, healthy plants since 1964.

As with any nursery, the spring, summer, and fall are busy and full of life. But what about the winter? How does a seasonal business attract customers during the “off” season?
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Brands that Embraced Transparency to Create Success

Millennials require transparency. A generation that came of age with information at their fingertips, they are reshaping the way brands communicate their values, their product’s benefits, and even their supply chains. From food to politics, healthcare, and employment, millennials’ “Self, Society, and Planet” ethos drives them to understand how their purchasing decisions impact themselves, their communities, and the environment.

This requires brands to communicate in new ways. Either they embrace transparency and authenticity and retain control of their narrative, or they drive consumers to third-party sources of information that may or may not present them in a positive light. Either they communicate directly with consumers on social media or they are talked about without a seat at the table.

These brands have responded proactively to millennial consumers’ desire for transparency and created success as a result:
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How Brands Achieve Transparency & Attract Millennial Consumers

We recently explored how the millennial generation’s consumer ethos of “self, society, and planet” has impacted other demographics and encouraged brands to become more transparent about their product sourcing and social impact. This shift is perhaps most obvious when it comes to food labeling – after all, this is the generation that saw calorie counts added to fast food menus and prioritizes organic and local ingredients. However, today’s consumers want greater transparency for all products, not just those they literally consume.

In Inc., digital marketing entrepreneur Kenny Kline reports on the Label Insight Transparency ROI study that examines how transparency is vital in building trust with consumers and encouraging brand loyalty.
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Millennials Require Transparency in Branding & Marketing

Millennial Americans, those born between 1981 and 1996, are now the consumer demographic with the greatest spending power. They are a generation that grew up surrounded by rapid technological advancement and came of age at the start of the social media era. They are more likely than previous generations to be multicultural, tech-savvy, and socially engaged. Now, their preferences are shaping how brands market to and communicate with their target audiences.

Perhaps this shift is most obvious when it comes to food. Most millennials grew up eating processed foods and were children at the height of fast food’s prominence, gleefully collecting Happy Meal toys and making friends at the adjacent indoor PlayPlace. However, as young adults, they were the recipients (and sometimes engineers) of the changing trends toward organic, local, unprocessed food. Today, the primary value that millennials prize when eating is transparency.
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Lessons from Startup Culture: Innovative Marketing Strategies

Our series Lessons from Startup Culture focuses on the ways in which startups have changed the business landscape through the necessity of innovation and outside-the-box thinking. While many larger companies face different challenges, there is still a lot to be learned by examining how small businesses navigate product design, branding, and marketing on a limited (often nearly non-existent) budget.

In this installment, we’ll explore the marketing strategies that pioneering startups have developed in response to emerging social media landscapes and out of a need to build name recognition and introduce new products to their target markets.
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