As marketers, we say over and over and over to clients…define your brand and your messaging. Once your brand and message are clear, it’s easy to respond appropriately in key situations, especially on social media without missing valuable opportunities to capitalize on consumer moments.
This past week has given us a couple of great real world examples about how being on brand is about being on message.
First, Adidas proved that Valentine’s day really is about love.
Their Instagram image and message created a lot of positive and negative comments. But Adidas didn’t avoid commenting, they stayed positive and true to their original message and brand image, by responding with simple comments and emojis. #Kudos
And secondly, our big on brand moment of the week was not Taylor Swift walking away a big winner at the Grammy’s for Album of the Year, but for her acceptance speech that clearly stayed on her positive life affirming personal messages. Despite a lot of nonsense on Twitter from another artist during the past week, Taylor kept things classy without jumping into the fray and creating more space for negative comments. When it mattered most, she did what she does best – empowers others.
“If you just focus on the work, and you don’t let those people sidetrack you, someday when you get where you’re going, you’ll look around and you’ll know that it was you and the people who love you that put you there and that will be the greatest feeling in the world,” said Taylor Swift.
You see, in marketing we believe there is always an opportunity to have something to say, as long as you know clearly what you stand for.
Drop us an email if you’d like to work on your brand messaging.
Written by Melinda Goodman
Managing Partner
Melinda@fulltiltmarketing.net
