The role of brand is to create trust. Brand is a series of experiences and the cumulative impact, and ultimately the outcome we’re after is trust. Thus every bit of marketing that touches branding MUST be about building trust for it to succeed in the big picture. Can’t see anything? Watch it on YouTube here.…
Ann asks, “Should brands still be on social media?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video. Christopher Penn 0:13 In today’s episode,…
Jeremy asks, “How should content entrepreneurs think about their personal brands and their businesses?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit it here! Subscribe to my weekly newsletter for more useful marketing tips. Find older…
Public relations and brand folks measure lots of things, but almost none of them use the one metric that would prove the value of their work. What is that measure? Branded organic search queries. What Is Branded Organic Search? A branded organic search query is when someone searches for you by name – your company…
Jen asks, “What are some solid KPIs that you will be looking for next year?” Recall that our definition of a KPI is any metric for which you either get a bonus or fired. This poses a quandary for marketers responsible for brand, since brand tends to be one of the least well-measured metrics a…
One of my favorite definitions of brand is by artist and comedian Ze Frank, who defines brand as: An emotional aftertaste from a set of experiences. Brand is identity, true, but it’s also how that identity feels, how it resonates with us. When we think about our favorite brands, we don’t consider those brands dispassionately. We…
Bruno asks, “What is your main advice to someone getting started on building a reputation and working on personal branding in 2019?” Search is back on top of the pile when it comes to people finding us and driving traffic. Watch the video and take these 5 steps to build your personal brand and reputation…
Bruno asks, “What is the channel that most impacts your personal branding?” That’s an interesting question and is contingent on a couple of things: – How we measure our personal brands – How we align that data with our channel data The statistical technique you’d use to find the answer is something called driver analysis,…
Mila asks, “In the insurance industry, there are several models of distribution. The insurer or direct model, online, through agents and brokers. Interestingly insurers who work through brokers spend significants amounts of money in developing online marketing sharing some of this with their brokers, but those who jump on board with that, in a way…
Ciri asks, “What’s the best way to measure brand awareness? Among all the searching I’ve done, it seems like people have a lot of different takes on measuring brand awareness.” The gold standard for how to measure brand awareness is unaided recall among your target audience, which typically requires a significant (five to six figures)…
