As marketers, we have invested heavily in the creation and distribution of communications. These messages have taken many forms throughout the decades – TV, radio, print, OOH, digital content, etc. However, thanks to the prevalence of technology, transparency and consumer expectations have necessitated marketers to think in a more contemporary fashion, if they are to establish meaningful connections and ignite credence-based passalong. In this talk, Marcus Collins, SVP of Social Engagement at Doner Advertising will look at what it means for marketers to move beyond brand messaging alone and consider brand behavior. Here we will adopt a framework that will allow us to actively design messages and product innovations that inspire people to take action.
– A perspective that moves beyond brand communications to brand behavior
– Applicability that links brand strategy tightly to digital and social marketing efforts
– How brands can transcend from transactional customer relationships to loyalty-based relationships