@BrandActive profile picture
BrandActive @BrandActive

Brand Implementation Experts. Optimize rebrand implementation, simplify how you work & amplify marketing impact. Achieve more. Spend less. Build a better brand.

Joined January 2009
  • Tweets 1,865
  • Following 3,979
  • Followers 3,568
498 Photos and videos
“Knowing that humans are not perfect, doesn’t it make sense to flaunt a bit of quirks or flaws in brands (almost all brands have them!) to help them come across as more human?” Find out why this @Kantar consultant encourages brands to own their flaws: thedrum.com/opinion/2023/09/…

What a bitter herbal toothpaste taught me about honesty in advertising

thedrum.com
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If you want to roll out your #brandrefresh in a way that achieves your strategic objectives, you’ll need to build a realistic plan, timeline, and budget, just as you would for a full rebrand. Check out these five elements to consider for success: brandactive.com/5-brand-refr…
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“Deciding what you aren’t going to do is one of the most strategically important and often neglected decisions.” As many brands expand their target audiences, @WolffOlins’ Senior Strategist makes the case for a narrow audience to help your brand stand out. adage.com/article/opinion/ge…

Gen Z and brand loyalty—how limiting your scope can create a competitive edge

Deciding against diversification is a strategically important and often neglected decision.

adage.com
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“The idea that we can create new markets and grow without disrupting others suggests that business does not have to be a destructive, fear-based, win-lose game.” Find out about the distinction between disruption and nondisruptive creation from @HarvardBiz: hbr.org/2023/05/innovation-d…

Innovation Doesn’t Have to Be Disruptive

For the past 20 years “disruption” has been a battle cry in business. Not surprisingly, many have come to see it as a near-synonym for innovation. But the obsession with disruption obscures an...

hbr.org
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In 2023, as uncertainty and economic downturns keep us on our toes, 91% of marketers have reported that brand is critical to their company’s success. @SurveyMonkey’s Senior Director of Brand Management reflects on the important role of brand marketing. marketingprofs.com/articles/…

Research: Now Is the Time for Brand Marketing (And Why Data Matters for Brand Marketers)

Brand marketing is more important than ever, as is data to support the efforts of brand marketers, amid global uncertainty and historic levels of inflation.

marketingprofs.com
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#MarketingMonday – Does your brand have established brand guidelines for branded video or animations?
100% Yes
0% No
1 votes • Final results
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As marketers try to walk a mile in their customers’ shoes, is the journey they take really that of the customer? FourFourty’s Founder suggests the answer may be no. Find out more about what can be done to create a real customer journey. thedrum.com/opinion/2023/08/…

The ‘customer journey’ is not a (real) customer’s journey

thedrum.com
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It’s a bird, it’s a plane, it’s an #adplacement! Find out how #brands got creative in the Hamptons this summer to reach their vacationing audience via @MarketingBrew. marketingbrew.com/stories/20…

As vacationers flock to the Hamptons each summer, so do brands

At New York’s popular getaway, marketers have gotten creative with reaching consumers outdoors.

marketingbrew.com
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An expertly executed #rebrand implementation can contribute significantly to an M&A deal’s ultimate profitability. Check out these tips to increase the impact of your rebrand and see substantial net-positive gains through a savvy #implementationplan: brandactive.com/merger-acqui…
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“Motion is inherently emotional. It enables a brand to communicate to audiences with a unique style and personality that is emblematic of its brand position.” Find out why @trollback’s CCO advocates for brands to create a motion identity for branded video. adweek.com/brand-marketing/t…

Take a Page From the Motion Identity Playbook

If your brand doesn’t move, does it even exist?

adweek.com
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#MarketingMonday – Does your brand leverage user-generated content in your marketing?
0% Yes
0% No
0 votes • Final results
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If your employees are to become true #brandambassadors, there can’t be any difference between the brand they experience and the one they deliver. Check out these tips on the role HR can play in your implementation plan: brandactive.com/rebranding-h…
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“There is a certain class of #brands that people really love and want to participate with them.” Find out why some brands are looking to user-generated content to reach their audiences in place of #influencers. marketingbrew.com/stories/20…

UGC is growing—but can it overtake traditional influencer marketing?

Despite often being less expensive for brands and easier to get into for creators, some marketers say it’s more of an addition than a replacement.

marketingbrew.com
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It’s our silver anniversary! This year, BrandActive celebrates 25 years of #brandimplementation success. Find out more about how we’ve grown within this unique niche via @MarketWatch: marketwatch.com/press-releas…
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#MarketingMonday – Would you consider using Instagram to reach a B2B audience?
0% Yes
0% No
0 votes • Final results
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While not always the obvious choice, @MProfsWire presents Instagram as a stellar channel to target a #B2B audience. Find out how to generate more leads using one of three approaches. marketingprofs.com/articles/…

10 Simple Ways to Get More B2B Leads From Instagram

The demographic of Instagram users bodes well for B2B companies trying to attract leads. Learn 10 basic ways to get your prospects' attention on Instagram.

marketingprofs.com
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Digital marketers swim in a sea of information which can make it tricky to spot the most impactful data. @impressiontalk’s Head of Digital Strategy shares tips for leveraging both first- and third-party data to fuel your strategy. thedrum.com/opinion/2023/08/…

How to find the right data in a sea of information

thedrum.com
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“It’s interesting to look at what’s the same in this downturn, as well as how it differs from previous downturns to help advertisers...emerge on the other side stronger than ever.” @SnowflakeDB’s CTO's 4 tips to optimize your advertising. adage.com/article/advertisin…

How to optimize advertising effectiveness when every dollar counts

Get the most out of your advertising budget with four expert tips to optimize advertising effectiveness and navigate advertising downturns.

adage.com
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Is it time to bid adieu to the idea of a #marketingfunnel? @CoegiPartners’s Director of Marketing and Business Strategy lays out 3 assumptions about the #customerjourney and the reality marketers should consider to maximize brand potential with consumers. thedrum.com/opinion/2023/07/…

The concept of a marketing ‘funnel’ is flawed. There, I said it

thedrum.com
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If you’re bringing two (or more) #brands together, you undoubtedly feel enormous pressure to get it right. Check out two stories of how our clients implemented their #rebrands following a merger or acquisition and their lessons learned: brandactive.com/brand-incons…
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