The days when marketing departments could target large “key demographics” are gone for most organizations.
Vaynerchuk recommends targeting narrower segments that resonate with your brand, values, and offerings.
Branding managers need to view attention like day traders view stocks.
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How does one define a brand’s success? In answering that question, most people would turn to the brands, products, and ads we’re all familiar with. They’ll consider McDonald’s famed “Golden Arches,” the meteoric rise of the iPhone, and water cooler chat about Budweiser’s latest Super Bowl ad. With these examples in mind, they’ll answer in terms of popularity. The more people who become aware of your organization and its offerings, the more branding success you’ve achieved.
There’s certainly some truth to that. Branding and advertising should translate into sales and good word of mouth. Billions served, millions sold, thousands of memes shared — that’s …
