I don’t know how this happened.  Maybe a consultant start spewing that this is a good idea.  Or some article got published that this is a good idea.  Multibrand companies recently has started a huge effort toward building the equity of the parent brand.  For example, Nestle and Unilever had been tagging their commercials. 

If one were to examine the relationship of parent brand to its house of brands, one must look at P&G.  P&G with its house of brands is a powerhouse in the consumer goods space.  It also has a lot of advertising dollars.  This affords P&G to actually have commercials about P&G.  You’ve seen them say during Olympics. 

Recently, riding on New York subway, I notice another campaign by P&G that was actually designed to feature its house of brands.  The campaign centered around the idea that P&G brands are tougher. 

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However, I still wondered, does this type of messaging works?  I think the idea of building the parent brand is to provide scale.  Like any operations, if the various child brands can share the assets of the parent brand, there is efficiency to be gained.  For example, if several brands can be manufactured in the same plant.  Or several brands can use the same research and development, but just put its own twists.  So, why not marketing?

I think scale can definitely be applied to marketing, but it’s not as easy as just putting a logo.  If the parent brand was to benefit the child brands, then the parent brand needs to add value.  A good example is SC Johnson.  SC Johnson has been building equity into the parent brand for years.  SC Johnson, a Family Company, is a tagline that has been used for years.  This parent brand execution adds value in telling consumers that no matter which brand we’re talking about, if it’s part of SC Johnson, it’s going to be about protecting your family, because SC Johnson is all about families. 

 

 

If you had problems viewing the videos, please following these links:  Nestle commercial http://bit.ly/1inxC7y Unilever commercial http://youtu.be/D7xiIn-79fo, P&G commercial http://youtu.be/57e4t-fhXDs, SC Johnson commercial http://youtu.be/coG-86rqeGI

I’ve written many times on this blog about the 4Ps of marketing.  It’s one of the most fundamental frameworks in marketing.  The 4Ps are Product, Price, Place, and Promotion.  Firepole marketing has this excellent video that brings this framework to life like no others.  I thought I’d share it here.

If the above video doesn’t play, please follow this link to Youtube: http://youtu.be/JIirzTdaey4

Recently, Tempocreative debunked seven content marketing myths:

    1. Content marketing is not measurable
    2. Ignore negative feedback about your content
    3. Company channels are your most important assets
    4. Content marketing and social media are separate initiatives
    5. Your content marketing should be about your products and services
    6. Too much content will give away your secrets
    7. The rules are different in b2b

Of the seven myths, the one that intrigued me the most is #5 – your content marketing should be about your products and services.  This may be obvious to some, but for others, this may have caused a pause.  Content marketing represents a consistent effort of engagement.  This is why content marketing cannot be always about pitching what you have to sell.  So, if you’re not pitch – what are you doing?  Building your brand story!

Your brand is unique not just because what you have to sell.  What is your mission?  Who help you realize that mission?  Authenticity has been a buzz word in marketing now for a very long time – and there is no better way to establish authenticity than producing content that speaks to every faucet of your brand.

 

Which myth resonated with you the most?  What other myths have you observed?

 

7 Content Marketing Myths

Every marketer face the same question month after month, quarter after quarter:  How to maximize our marketing dollars?  Often, in search for an answer to that question, marketers turn to digital advertising.  Digital advertising offers flexibility and scale at the same time, all of it wrapped in a pretty bow of opportunities for constant optimization.  But exactly how to optimize?  That’s a harder question to answer.  Recently, FunnelEnvy pulled together some data that may offer some insights.

The first step toward any marketing success is to clearly define your primary marketing objective.  Is your objective to raise awareness or is it to drive conversion?  Awareness drives potential consumers to you, which conversion turns potential consumers to actual consumers who buy from you.  In a state of limited resources, defining your primary marketing objective would provide some guidance toward where to focus your marketing investments.  According to FunnelEnvy, there are tactics that are clearly more effective in driving awareness – such as email marketing.  However, to drive conversion, a multitude of factors need to work holistically.  Because conversion rests on the fact that once consumers arrive at your site, you don’t lose them because they have a bad experience.  And a consumer’s perception of your brand can be altered by one weak link. 

So, if one were to prioritize resources, one should focus on conversion first.  Because all the resources invested in driving awareness may be all lost due to one weak link in conversion. 

 

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How to Generate Value from Digital Marketing
Source: How to Generate Value from Digital Marketing

According to recent survey on Copyblogger, most marketers don’t budget for native advertising.  However, it can be hypothesized that statistic is in part driven by confusion on what native advertising means.  “Native advertising” may be a buzz word of today, but the concept is old.  Native advertising is nothing more than advertorial.  The only difference is that advertorial typically refers to print media, whereas native advertising is a term typically refer to digital media – in all its forms. 

Native advertising can be a blog post that’s specifically written for that blog’s reader, but branded nevertheless.  Native advertising can be a video filmed just for that website’s audience, but branded nevertheless.

Native advertising is just traditional advertising meets content marketing.  Traditional advertising focuses on delivering your brand message to your target consumer in a medium that can reach your target consumer.  Content marketing is marketing by providing relevant and interesting content to your target consumer.  Native advertising is simply delivering relevant and interesting content to your target consumer in a medium that can reach your target consumer.  The advantage of native advertising is for content marketing to work, you need to have your own base of loyal and engaged followers.  Native advertising gives you a way engage an existing audience base with your content.  For many advertisers, this base of engaged audience is priceless. 

 

Copyblogger's 2014 State of Native Advertising Report
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