The power of brand in today’s marketplace –
Harsh economic times are especially dangerous for brands – perhaps now more so than ever. With the current economic climate as well as the convergence and consolidation of virtually all marketing tactics onto the web, and the inherent analytic capabilities that come with it, there is unprecedented pressure to make marketing, advertising and public relations accountable. This has caused a new mindset and approach by many companies when constructing messaging and media plans, with an emphasis on transactional messages. Transaction messaging is by definition limiting, and most often undifferentiating.In recent years, we’ve seen accelerated media fragmentation, new marketing techniques and channels, and at the same time, many business categories are experiencing mass commoditization of goods and services across their industries.
All of the above leads to an undifferentiated, confused and cluttered marketplace, – RIPE WITH OPPORTUNITY! Why? Because this is actually fertile ground for the establishment and nurturing of a new brand or reinvigorated brand story. In this environment, a brand story in itself is differentiating because it is not transaction-based. A vibrant trusted brand has more places to grow, tell their story, provide experiences and thrive than at any other time.
The challenge for marketers today is to develop a different way of telling that story. The story should become compelling enough that others pick up the mantle and tell it for your company. It must be transplantable and mutable enough to be relevant and engaging to many different people. This indicates a paradox to branding theory which always stated that to become trusted and positioned in a prospect’s mind, the brand message and delivery must be consistent. In today’s world, the values of a brand must remain consistent, however the narrative must be pliable and adaptable to whatever channel or environment it is applied to and to whoever is narrating the story.
Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.
Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.
Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.
Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.