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:

     

       

       

       

       

       

       

       

         

         

       

     

       

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Sponsored
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

People who engage in fat-shaming tend to score high in this personality trait

A new study explores how certain personality traits affect individuals' attitudes on obesity in others.

Pixabay
Mind & Brain
  • The study compared personality traits and obesity views among more than 3,000 mothers.
  • The results showed that the personality traits neuroticism and extraversion are linked to more negative views and behaviors related to obesity.
  • People who scored high in conscientiousness are more likely to experience "fat phobia.
Keep reading Show less

4 anti-scientific beliefs and their damaging consequences

The rise of anti-scientific thinking and conspiracy is a concerning trend.

Moon Landing Apollo
popular
  • Fifty years later after one of the greatest achievements of mankind, there's a growing number of moon landing deniers. They are part of a larger trend of anti-scientific thinking.
  • Climate change, anti-vaccination and other assorted conspiratorial mindsets are a detriment and show a tangible impediment to fostering real progress or societal change.
  • All of these separate anti-scientific beliefs share a troubling root of intellectual dishonesty and ignorance.
Keep reading Show less

Reigning in brutality - how one man's outrage led to the Red Cross and the Geneva Conventions

The history of the Geneva Conventions tells us how the international community draws the line on brutality.

Napoleon III at the Battle of Solferino. Painting by Adolphe Yvon. 1861.
Politics & Current Affairs
  • Henry Dunant's work led to the Red Cross and conventions on treating prisoners humanely.
  • Four Geneva Conventions defined the rules for prisoners of war, torture, naval and medical personnel and more.
  • Amendments to the agreements reflect the modern world but have not been ratified by all countries.
Keep reading Show less