Effective Branding Is About Way More Than Clever Tweets

While a funny presence of Twitter may make you stand out from the rest of the e-static, eliciting chuckles alone is not going to build the brand loyalty your product needs to thrive. 

Have you ever followed a company on Twitter because of a funny tweet? Maybe you're a fan of Taco Bell's goofy e-persona or you want to be among the first to see next time Arby's tweets at Pharrell. Even if a consumer has willingly signed up to be marketed by a company, Fortune contributor Tom Doctoroff is skeptical about just how many sold tacos or roast beef sandwiches are sold through acts of Twitter goodwill. Doctoroff writes as much in a piece currently up on that site in which is refuses to anoint social media the new monarch tool for branding. 

"Yes, new technology platforms are available, but that doesn’t mean companies should abandon common sense as they build their brands. The ABCs of marketing are as true today as they were during the Mad Men era. And so-called traditional media is here to stay.

Too many businesses lunge toward the latest app or social media stunt without considering their identity as a brand, and how their media strategy works. In the process, consumers end up confused and detached."

Doctoroff offers two points (he calls them "truths") about how to effectively brand and market. The first is that brand preference is built through advertising on traditional media while brand engagement and loyalty are built through digital media. In today's age, it takes a combination of the two to really take off. The second is that all communications between a customer and the brand should be consistent with a "brand idea." Basically, you can't ever divert from the theme of how you want your company to be perceived. Too often, branding efforts spearheaded through social media send mixed signals and interfere with how your audience views "the soul" of your product.

For more on this topic, read more at Fortune

Photo credit: Ed Samuel / Shutterstock

Big Think is proud to present a new video playlist entitled "How to Succeed in Small Business: Barbara Corcoran's Playbook for Emerging Entrepreneurs." The first video in this helpful mini-course places a focus on the importance of building your brand. The subsequent videos serve as a brief how-to for attracting investors, recruiting strong employees, and expanding the business. The first lesson is embedded below:














Compelling speakers do these 4 things every single time

The ability to speak clearly, succinctly, and powerfully is easier than you think

Former U.S. President Barack Obama speaks during a Democratic Congressional Campaign Committee rally at the Anaheim Convention Center on September 8, 2018 in Anaheim, California. (Photo by Barbara Davidson/Getty Images)
Personal Growth

The ability to communicate effectively can make or break a person's assessment of your intelligence, competence, and authenticity.

Keep reading Show less

Scientists invent method to extract gold from liquid waste

The next gold rush might take place in our sewers.

Surprising Science
  • Even though we think of it as exceedingly rare, gold can be found all around us.
  • The trouble is, most of the gold is hard to get at; its too diluted in our waste or ocean waters to effectively extract.
  • This new technique quickly, easily, and reliably extracts gold from most liquids.
Keep reading Show less

How 'dark horses' flip the script of success and happiness

What defines a dark horse? The all-important decision to pursue fulfillment and excellence.

Big Think Books

When we first set the Dark Horse Project in motion, fulfillment was the last thing on our minds. We were hoping to uncover specific and possibly idiosyncratic study methods, learning techniques, and rehearsal regimes that dark horses used to attain excellence. Our training made us resistant to ambiguous variables that were difficult to quantify, and personal fulfillment seemed downright foggy. But our training also taught us never to ignore the evidence, no matter how much it violated our expectations.

Keep reading Show less