I recently attended a event by American Advertising Federation Suncoast. Marty Kohr was the speaker and he shared with us how to keep your brand fresh and appealing to your audience. Keeping your brand current with today’s views will help you succeed or fail in business. Marty reviewed some of the big brands that have pushed the envelope. To name a few, Geico started the creative insurance campaigns, beer industry are always a standard, and after Old Spice was not doing so well they came back with a strong campaign.
In the beer industry Marty Kohr helped Budweiser keep its brand current by helping change their appeal from drinking a Bud after good days work to drinking a Bud with good friends. His strategy to keep brand fresh and appealing is to:
- Be fun.
- Be likable.
- Surprising.
- Keep brand central to story line.
- Inclusive.
The main point that I learned was that you need to stay close to the consumer and understand your audience. You will be nothing without them and need to understand how they work to best make your brand fit within what they will need. You must clearly define the mission and connect with your community on social media and all platforms. This will help keep your brand appealing to your audience. Do not be one dimension but have multiple dimensions. Remember, not one person can tell you what is best for your brand only you can know what is best for the brand.