Faster than light...shared at the drop of a hat...decimated or hailed with the stroke of a key...welcome to branding in the digital economy. And digital marketing agencies, like The Idea People, are proactively pivoting with client branding projects to control spin, reputation and image while preserving vital sales channels.
So what keeps CEO's and CMO's up at night? It's the hourly health of their brand in the hands of a fickle and emotionally reactive customer base. "Watching brands rise, fall, succeed and fail from the sidelines is becoming somewhat of a spectator's sport with the velocity of the web," said Jay Joyce, president of The Idea People in Charlotte. "A brand's reputation can so quickly swing positive or negative with only one incident and most of the time the brand is not prepared to deal with either one."
When we think of really successful brands that thrive in the digital economy, we think of Facebook Apple, Microsoft, AT&T, Amazon and Google. What do these brands have in common that keep them dominant within the constant ebb and flow of consumer behavior?
"Brand value is one of the largest indicators of a brand's overall health," said Joyce. "We're really at the threshold of a new normal in brand value, mostly due to the recent recession and the cautious behavior of all consumers. Brand reputation, responsiveness, value to the consumer and online behavior are all factors that affect a brand's overall value and health."How Does a Modern Agency Help Build Brands?
"By constantly monitoring the behavior of brands and trends on the Internet and social media, we can more clearly see how people react to news and content that brands deliver to audiences," adds Joyce. "We use this as indicators on how to work with our client brands and help them to build stability, consistency and value in the eyes of their customers."
"Branding in the digital economy is an everyday responsibility that we accept and manage for our clients," said Joyce. "The incredible speed of the Internet and social media postings can damage or bolster the overall health of a brand. So we monitor, adjust, protect, bolster and respond to our brand's customers through our digital marketing and branding support."
To learn more about building your brand in the digital economy, contact The Idea People at 704-398-4437 or email firstname.lastname@example.org.