From The Herd To The Swarm

Analogies are usually helpful in communicating a complex concept – it helps provide the receiver with a frame of reference, and in some cases, anticipated behavior.

For some time, marketers have referenced herd marketing, even spawning its own niche within the profession. Blogs have sprung up on the topic, not to mention books and articles.

I just finished Herd, a book by Mark Earl. A great read for any marketer, it’s interesting, insighful and obvious in its simplistic way to alter mass behavior. I simply challenge if we’re harnessing our “true nature” or learned behavior. I’ll leave that distinction to the sociologists among us.

Still, you can’t deny that our habits make our affiliations, and it’s an increasingly difficult world to remain a true “loner”. Our obsession with online relationships and interests have turned Twitter into the mobile-tool-must-have. My recent ventures into social networking have proven the “herd” definition of marketing attractions to a daily reality.

I had reviewed a few reference articles before this on swarm intelligence, and a delved into the concept to gain a better understanding. In short, swarm marketing knows that consumers are smarter, much more media-savvy, and generally wise to the marketing profession’s regular bag o’ tricks today more than ever.

Buzz marketers like bloggers and podcasters are inventing new ways to reach consumers using measurable and targeted toolkits. Not exactly new news – but the reality of this shift in behavioral understanding might be as earth shaking as the earthquakes we’re riding in northern Nevada this week

All was well with my herd-oriented world until I read a piece by Chuck Brymer, President and CEO, DDB Worldwide. Admittedly, DDB is one of the foremost resources on branding, corporate identity, and advertising, and they’ve produced a series of seven yellow pages , of which the most recent is his piece on swarm marketing. Replete with its three “C’s” – conviction, collaboration and creativity – this new business model suits my vision of today’s opportunities in our craft.

Our fast, highly connected swarm mentality will only continue to grow – and show it’s presence throughout traditional and “new” media channels. The challenge is to create the right kind of community to house these immediate hordes, while finding the influencers in the chaos.

What’s In A Brand, Anyway?

In researching other companies who are “branding firms”, I’ve run across a wide divide of understanding about the process of branding – and exactly what it is.

In some respects, it’s easier to talk about what branding isn’t, as opposed to what it is:
:: Branding is not logo development (although brand images/logos play an integral role in the brand)
:: Branding is not marketing. Marketing strategies result from branding.
:: Branding is not advertising. Although advertising plays a critical role in marketing.
:: Branding is not public relations – But PR is a truly great tool to build a successful brand if used properly, and consistently.
:: Branding is not about searing trade marks on beasts of the farm (horses/cows/pig/sheep). Ok…I could be wrong about that one.

So what IS branding then? It’s our process of strategically positioning your product or service to result in sales in today’s market.

First, we research the competition your product or service is challenged with in the current marketplace.
Secondly, we strategize the channels and processes to increase product sales
Finally, we recommend new ways for you to compete in the market.

From a strategic perspective, the SmartBrand team meets to determine your unique positioning in the market, researching what different brand element possibilities convey about the company and/or service and product lines.

With that strategic positioning perspective, we’ll determine which brand positioning best differentiates you to create a truly resonating advantage over your competition.

Then we’ll review your brand from communications perspective, to determine which strategic branding messages best connect with, influence, and truly motivate your target customers and/or stakeholders to believe in your brand’s position.

Once those tasks are completed…the fun really begins: implementation through marketing, advertising, public relations and social media campaigns!

Through the combintation of innovative branding strategies along with targeted communications we can be confident that our clients’ offer and image – key building blocks of brand equity – are created to take root as a distinct and valued brand for the target customer.

My apologies for those of you who may take this posting as preaching – but the confusion among advertising agencies who claim to brand companies through logo design simply can’t stand in today’s ever changing, challenging economy.

If you’re like more information about our processes of branding, and how we might serve as your “in house, outsourced marketing and advertising partner” – give us a call or visit our site for more detailed information.

Project ecoBrand Launch

One of the distinct advantages of working in a truly collaborative environment is the ability to focus your attention toward a common goal. Collectively, we put our heads together to ask one simple question – What kind of work or client inspires us?

The answer was immediate – and unanimous. We want to focus new work with eco-based clients that can not only provide a valued resource to prospects, but also give back to, and protect our earth.

But how do you do this well? First… as always… a ton of research was undertaken. If we are going to help our eco-prospects position and market their brand, then we’d better understand the industries they’re engaged in on a daily basis.

We began, as a stroke of luck, at Las Vegas’ newest eco-adventure area: Springs Preserve. And what a start that was. It took several weeks, countless hours of research and learning – but we finally came to the understanding of the industry – its potential growth and suppliers, and felt a deeper affinity with the eco-branding process overall.

And so, launches our effort to reach out to, and partner with eco-friendly suppliers of products. At first, we’ll focus our efforts on getting those suppliers into the eyes and hearts of commercial real estate developers and projects. What better way to show the mass appeal, and the bottom-line cost savings than to help connect these niche suppliers with their much larger target market?

We’ve created an incentive program for anyone who knows of a good prospective client for SmartBrand, but more importantly, a good partner that suits our skill set in developing strong brands, and implementing campaigns that create true word-of-mouth virility.

So after reading this, ask yourself. Who do I know that might need a truly dedicated team of creatives focused on developing innovative brand platforms for eco-based products or services?

And then…call us, or visit our site to tell us more.