From the course: Social Media Marketing: ROI
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Building a memorable brand with distinctive assets
From the course: Social Media Marketing: ROI
Building a memorable brand with distinctive assets
- [Instructor] As digital marketers, it's easy to forget how advertising has worked for centuries, by making sure customers remember your product when it's time to buy. If marketing is about memory, shouldn't your social media campaigns make your brand easy to remember? It's important that you use distinctive assets: a color, phrase, jingle, or any other memorable feature, and make sure it remains consistent over time to build and reinforce memory structures. That way, when your consumer is walking through a busy supermarket aisle, they'll actually be able to spot your product amongst the sea of other competitors. Or they'll remember to search for it when it's time to buy, or one of their friends asks them for a recommendation, your brand will come up first. To show how this works, can you recognize any of these logos? I bet that you can, because even though they're simplified down to just a few blobs and colors, these…
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Contents
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Arbitraging from earned media to owned media2m 26s
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Building a memorable brand with distinctive assets2m 2s
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Choosing the face of your company2m 39s
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How to do topic and influencer research5m 35s
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Document, don't create: Making social cost-effective2m 11s
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Tools and tactics for automating social media campaigns5m 1s
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The 4-1-1 rule and 90/10 ratio: Planning your editorial calendar3m 39s
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