Campaign Mindset in a Branding World

It’s easy to do… The short term vision of the top line vs the bottom line. With the recession still looming in the back of our minds we have become a bit gun-shy in investing in something that boosts long term profits while reducing short term sales (even though we know that the long term investment would be better for the organization and, in turn, more profitable for the entire company). Boards across the world are faced with declining profit margins, increased competition, and lower consumer spending. It’s a perfect storm to kill a brand while trying to be as profitable as possible. This has created a campaign mindset in our messaging… How do we get the most money now?

Boards across the world are faced with declining profit margins, increased competition, and lower consumer spending.

But how will this thinking affect our brand in the long run? Drastically, if we continue down this road. The more campaign focused we become, the more we lose sight on our brand and what it will become. If our vision is 30/60/90 days and not 1/5/10 year, we can quickly begin spiraling down a road to failure that many have already taken. A campaign mindset ousts our core constituency. It isolates our messaging and engagement towards features rather than the emotional aspects of engagement, understanding, and relationship growth. It deteriorates each relationship with continuous, hard asks from our consumer, rather than the nurturing, trust building communication needed for long term advocacy and passion. It pulls blinders over our eyes, to not identify opportunities for future growth. All-in-all, a campaign mindset will only work for what it’s good for… the campaign, not the brand.

We have to ensure that all touchpoints, all messaging, and all of our brand connections are consistent, growing, and optimized for the most profitable outcome.

As our brands continue to become more complex, more super-human, and more transparent for our consumer base, we will continue to see the decline of the campaign mindset effectiveness. Our brands are becoming more connected within an ecosystem, within a community. We have to ensure that all touchpoints, all messaging, and all of our brand connections are consistent, growing, and optimized for the most profitable outcome. A campaign mindset doesn’t allow for this shift.

A brand mindset, on the other hand, is something that drives value and engagement across the life of the brand and the consumer.

A brand mindset, on the other hand, is something that drives value and engagement across the life of the brand and the consumer. It allows for a foundational vision of what the brand stands for and where it is going. It creates opportunities to engage in “campaigns” that hold intrinsic value for the consumer and aligns with the brand vision and end state. The brand mindset allows for extensions and facilitation with technology, not the technology driving a campaign. It holds a strong ability to drive future growth and opportunities while optimizing the current messaging and relationships. Other outcomes of the brand mindset:

  • Added Value for the Consumer
  • Increased Revenue Opportunities
  • New Product Development Ideas
  • Enhanced or New Revenue Streams
  • Retention, Loyalty, and Advocacy

Campaigns are a great opportunity to launch products, boost sales, introduce new features, or communicate changes, promotions, and engagement activities. But maintaining the brand mindset while planning and executing these campaigns is a crucial step in current optimization and future growth. Without it, sure, you may boost sales, but at what expense? Long term profits, brand advocacy, and consumer retention could be the first to slip if they’re not a driving force behind your campaign. It’s something to think about when you plan your next campaign?

How could a campaign elevate your brand or help you realize the vision of your brand?

 

Photo courtesy of Flickr.com – Steve Rhodes

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