Content marketing is a powerful branding tool when properly executed all the way through to conversion. The key is to consistently incorporate the key brand messaging into the content and address the brand drivers with each audience. When brand managers have a seat at the table with content marketers brand relevancy grows exponentially. We will talk to some of the sharpest content marketers and brand managers to learn how they combine the best of both worlds to engage customers. They’ll share best practices, challenges and who they look to for inspiration.
The powerful impact that content marketing has on brand strength
Common ways that content marketers stray from the brand
What brand managers can do to provide value to content marketing efforts
How brand research helps align content with buyer’s personas
The importance of addressing customer informational pain points
David Aaker Shares the Six Essential
Big Ideas for Building and Growing a Brand
Our event opened with a talk from Jennie Grimes, Vice President of Global Brand and Demand Generation for NetApp, … [Read More]
Brand Event Updates
By Samantha Lien
Santa Clara University
I attended the Silicon Valley Brand Forum at NetApp in October, 2014, and I was particularly impressed by the opening presentation. For brand guru David Aaker, it’s all about the big picture. It's about how branding can transform the way we do … [Read More]
Long, long ago brand measurement was not so complex. You ran focus groups and did surveys to gather information, and you then determined how much brand awareness, preference and loyalty you had in the market.
Now that marketing has truly become a conversation we're measuring things like share of … [Read More]