Experience Branding in the Fourth Dimension

Experience Branding in the Fourth Dimension

Branding is a strategy designed to establish a unique (brand) position for a product or service in the minds of your customers. Tactical elements for implementing this strategy include identity development, design architecture, advertising, sales promotion, operational enhancements, signage, and the list goes on. There, I’ve said it.  Had to get that out of my system after reading so many new blogs and articles about branding in the last few weeks.  While I’m glad to see a resurgence in the term, there are still too many definitions and interpretations of what branding means.  But this is to be expected as the dynamics and tools of the marketing communications field are fast-changing, especially in hospital branding. The promotional component of the brand strategy has also changed.  Brand communications, on the heels of an explosive third dimension based on Internet usage,  is now entering the Fourth Dimension. Here’s how the evolution has unfolded: Dimension 1:  Communicating the brand through traditional, off-line media. Depending on your goals, this is still a viable way to reach your consumers and create ‘heart and soul’ around your brand.  Super Bowl commercials work at the highest level in this regard to create an emotional connection to a brand. Dimension 2:  Out-of-Home Media. As the population moved around, so did traditional advertising.  From bus shelters to outdoor boards, baseball stadiums to theaters, reaching consumers where “they live” outside of their homes rounded out traditional advertising methodologies.  Out-of-home is still a much practiced and practical approach to reaching consumers while they are on the road. Dimension 3:  On-line and Mobile.  You know the facts of the digital world,...
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