The uniqueness in creating the classic heritage of brands

[muskanislam99]

Marketing , Communication , Impact , Content , Attention , Performance , Conversion , are all good words to use when entering the world of Communication through digital means. It is important to remember that in this area of ​​Communication, the foundations are the same as always; the channels and measurement capacity are what have changed dramatically: the funnel has been deconstructed around attention, interaction and performance, and these “moments” have platforms and tools that serve them almost perfectly. Or, at least, for the moment in time we live in.

When I say that the foundations are the same, it is in the sense that we continue to need channels and messages, or media and content, and in the times we live in, the ability to measure and personalize the message is becoming increasingly greater and better defined. That is, of course, if we have the tools installed to be able to do so.

In other words, first of all, we need to know well who we are talking to, what that person's journey is, and how we can have attribution models for each step of that journey. These models are critical! Added to this is the customer experience at each moment of this journey, especially the benefit of the acquisition. At this point, automation and CRM systems must be installed and optimized to extract all the value and greatly increase the quality of the user and purchasing experience, or, if you like, the consumer experience of our customer.

Perhaps as a fundamental note, at a time when most accurate mobile phone number list brands are focusing on the journey and the experience, the process should not be one of simplification, as it has been until now, removing pain points on the journey to the “job to be done”. The process has to be innovative, to be relevant and sustainable, but, fundamentally, it has to be different.

Today, in some cases in most experiences, if we remove the logo, and even the color of the UI of a website or application, the experience is fundamentally the same... and if it is the same, there is no difference, so we do not leave any memory that strengthens the brands and the positioning of those who provide or sell a product or service.

It seems that we have forgotten that what leaves a memory is the “new”, without “new”, without something “wow” we are just another one. Without this “new”, there are no network effects. By word of mouth. And any communication, digital or not, has the objective of having a network effect and propagation.

Therefore, any communication and digital communication process has to think about how to create a different, relevant and defensible asset so that the brand and its communication are, in fact, the wall and foundation of defense, and not just another experience and journey like any other.

Of course, when you create such a good innovation, you create a classic that will remain as a brand heritage forever, and this moment of innovation and then a classic is the point where all communication has to reach.