Tag: branding

Wimbledon pop up in Central Park, New York City.

The Summer of the “Pop Up”: How Brand Activations Court New and Current Customers

On By gleecontentIn StrategyLeave a comment

From watch parties to fan experiences, this summer brand activations (what we generally like to refer to as pop-ups) are everywhere. In the past three months alone, I’ve attended pop-ups for The Masters, Wimbledon, and The World Cup, not to mention a Knicks watch party or two that sprang up in every park and street in NYC. 

So what do brands get out of developing experiences that showcase their personality or products independently or within larger events. And, what goes into making a great experience? And finally, can B2B brands participate or is this strictly a B2C trend? 

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Be The Real Deal: The Best Ways to Convey Brand Authenticity in Content Marketing

On By gleecontentIn ContentLeave a comment

Today’s customers have high demands—they want a great product, a personalized customer experience and they want the brands they do business with to be “authentic”. Why is that authenticity more important today than ever before? It comes down to trust. We have to be able to trust the brand we do business with to mean what they say and deliver on their promises. 

And, while we’ve got a lot of reasons to be skeptical about any brand messages at the moment, many brands aren’t doing themselves any favors by creating content that’s confusing buyers.

Edelman found that out of 3,600 B2B leaders surveyed, 71% say at least half of the content they encounter fails to provide valuable insight. Our content needs provide clarity to our potential customers and give them the confidence that doing business with us is the right decision. As my colleague Nicole Bojic recently pointed out, B2B buying decisions are much more important that most consumer purchases, where the wrong decision might cost you a few dollars. In B2B, the wrong decision could cost you your job.

Here’s how brand authenticity and buyer trust go hand in hand and five ways to build authenticity into your content.

Continue reading “Be The Real Deal: The Best Ways to Convey Brand Authenticity in Content Marketing” →