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Brand management has drastically changed over the past five years as technologies evolve and societal expectations reshape how we view and engage with companies. We spoke with expert brand managers Kate S., Dillon Allie, and Peter Jap about these changes and discussed forward-thinking strategies to future-proof science companies. Here are some key takeaways: 🔹 Lead Generation: Generating leads is often a lagging indicator of brand perception. Building trust and friendship with consumers precedes lead generation! 🔹 Humanizing Science Brands: Consumers now see brands as friends and expect them to reflect their values. This trend is common in consumer goods and is emerging in life sciences. 🔹 Personal Touch: Knowing when to add a personal touch is crucial. Craft empathetic replies and sign social posts to build genuine connections when the moment calls for it. 🔹 Data and Storytelling: Use data and storytelling to convince C-Suite executives to invest in brand awareness. For example, a Kantar BrandZ study shows that strong global brands outperform major portfolios like the S&P 500. Use this! 🔹 Internal Insights: Leverage internal data to monitor external brand wellness. Conduct biannual reviews of media coverage, share of voice, and social media buzz. Gather employee feedback and collaborate with HR to track trends in job applications and candidate quality. Your external brand is only as strong as your internal brand! 🔹 Speed, Awareness, and Agility: Brand management today demands quick internal discussions and swift responses when necessary. Constant vigilance is required to meet societal pressures and expectations. 👉 Get more insights from our experts in the “Marketing on the Edge” event recap: https://lnkd.in/etKmmHyz