Brand Zeitgeist
Embedding Brand Relationships into the Collective Consciousness
by
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This book will not solve your current marketing problem. However, it might help to stem marketing problems that could present themselves a few years down the road.
The truth is there are many companies who are utilizing shortsighted marketing schemes that will just get customers in the door to meet this week’s sales quota. They are neglecting the customer relationships they could be building for success next week, next quarter, or next year. They’re focusing on the short-term with their marketing and killing their long-term success.
Smart companies know the most effective marketing strategy is to build a long-term relationship with a dedicated group of customers. This is better known as branding.
What this book attempts to do is clarify how a healthy brand image is the most important marketing tool an organization can have. It explains how a long-term systemic branding philosophy can help make the other aspects of marketing easier and cheaper. It shows how a strong brand nourishes a current customer base and helps develop new customers.
The book uses the concept of the zeitgeist, the public’s collective consciousness, as the framework to use to integrate a brand into a specific market.
This book is offered as a guide for developing an overall brand strategy and brand philosophy, not to offer a playbook of specific marketing tactics. Think of this book as a basic guide for your overall nutritional plan rather than what you should have for lunch. Branding is a big-picture view of business. The zeitgeist is a big picture view of what the public is thinking about. When you combine these two large-scale visions and make connections between them, you can develop penetrating marketing tactics that will be successful with any target market.
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About the Book
“Trying to figure out how to connect with customers when traditional marketing has lost much of its value, and why ‘connecting’ is a whole lot more than today’s buzzword? This is the book for you.”
–Kelly Erickson, author of Maximum Customer Experience
Most people know that branding is the most effective marketing strategy to build a long-term relationship with a dedicated group of customers. But many of us forget about the zeitgeist.
The zeitgeist is the evolving collective consciousness of society, and it is what people are talking about. It’s what determines trends and buying behaviors.
Companies can tap into the power of the zeitgeist by providing customers with the tools they need to spread marketing messages through word-of-mouth and other viral channels. Chris Houchens, a marketing expert, uses real-world examples to show how branding works. Discover:
- Methods to craft and hone messages
- How to make the most out of first impressions
- Ways to harness groupthink
- The importance of logos and visual brand elements
- How to use social media
- How to measure the effectiveness of branding efforts
- And much more!
About the Author
Chris Houchens spent years working in the real world of both media and marketing. He is now a marketing keynote speaker who writes a marketing blog at www.ShotgunConcepts.com. He lives on a farm in Kentucky with his wife and children.