7 Marketing Tips for Business Owners Inspired by Leslie Berland's Rebranding Strategy:
The article discusses Leslie Berland's role as Verizon's Chief Marketing Officer and her experience leading a brand refresh. Previously, as Twitter's first CMO, she helped define the platform's brand identity. At Verizon, Berland identified a gap between how the brand is perceived by customers and the integral role it plays in their lives. The rebrand aims to reposition Verizon from being seen merely as a telecommunications brand to a "life brand" by emphasizing its impact on everyday life. This includes initiatives like Verizon Access, which offers customers exclusive experiences, such as access to NFL games, to deepen brand loyalty and emotional connection.
7 Marketing Tips for Business Owners Inspired by Leslie Berland's Rebranding Strategy:
1. Understand Your Brand’s Role in Customers’ Lives: Like Verizon, businesses should deeply understand how their products or services fit into customers' daily routines and highlight this in their marketing.
2. Reposition Your Brand to Reflect Its True Value: If there’s a disconnect between customer perception and your brand’s value, consider a rebrand or refresh to better communicate your brand's impact.
3. Leverage Emotional Connections: Build emotional loyalty by offering exclusive experiences or added value that resonates with your customers, similar to Verizon’s VIP experiences.
4. Simplify Your Messaging: Avoid overwhelming your audience with complex offers. Clear and simple communication helps customers understand your value proposition without confusion.
5. Use AI Intentionally: Incorporate AI in your marketing efforts, from creative development to targeting, but ensure it enhances rather than complicates your brand message.
6. Focus on Customer Loyalty: Develop strategies that not only attract new customers but also deepen the loyalty of existing ones, as Verizon does with its exclusive offerings.
7. Be Consistent Across Channels: Ensure that your brand’s message is consistent across all platforms and customer touchpoints, reinforcing the brand identity you want to build.