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[BRAND NEW] Rethinking brand for digital marketing

Global marketing company WARC has produced a 63-page white paper and other resources to assist marketers in rethinking strategies post-pandemic. While positioned as rethinking "brand" for the rise of digital commerce, in fact the white paper cuts across industries, with insights from media owners such as Facebook and Google as well as other experts whose perspectives are likely applicable to active-aging marketers. "Selling" communities and services online is becoming increasingly important as the pandemic persists and in-person tours and interactions take a back seat.

The white paper covers such topics as "Brand as 'future demand,'" certainly relevant to senior living; how to build brand advantage; why brand building still matters and new ways to think and talk about it. One example: the four drivers of brand advantage, including fame (Am I aware of it?); recognition (Do I know it when I see it?); mental availability (Would I consider it?); and perceptions of value (Do I think it's worth the price?).

Also available is a video of a keynote session from Cannes Lions Live 2021 that summarizes some of the key findings.

To download the white paper and related assets, click here

 

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