Since the start of the New Year, TopRight has been delving deep into issues related to Impact & Influence with regard to branding. We looked at everything from how personal wellbeing effects your work, to tech trends, to audience intelligence and the immense influence that Kobe Bryant had on the branding possibilities for the game of basketball.
Like to know what we discovered? Check out our posts below and read the full articles!
So—what are we up to now, you might ask. Well, for the next two months, we’ll be hot on the trail of Health Branding Strategy. What will the market for healthcare products look like in the 2020s? What kind of audience and personae building need to be taken into account? What does the data say and what is it, exactly, that audiences want now more than ever when it comes to health products?
Without further ado, please enjoy TopRight’s 2020 Impact & Influence Roundup!
CEO Dave Sutton wrote about new tech trends that accelerate growth and impact.
“A quick assessment of the top-growth companies on the Fortune list this year reveals that these high-flyers focused on transforming customer relationships. They committed to increasing their impact and influence in the market by giving customers a reason to care, a reason to listen, a reason to engage, and most importantly a reason to buy. But looking a little deeper, you’ll find that these growth champions tapped into one or more of these tech trends to enable digital transformation.”
“The story of Kobe will continue to resonate and have meaning, transcending cultures, religions, and geography, precisely because he used his epic story to build a simple, clear and aligned brand powerful enough to get entire nations on their feet. Above all, Kobe saw potential in the Chinese market when others didn’t, and he moved on it strategically and with class, and then blew it up into a global empire.”
Partner Bill Price began a health series about how fitness training has lessons for transformational marketers.
“In this first post, I’ll write about what holds us marketers (and couch potatoes!) back from taking that frightening first step toward real transformation. Just like when it comes to getting healthy, there are four main obstacles that can hold your company’s brand back from the marketing transformation it needs: Inertia, Lack of Mentorship, Doubt & Depression, and Lifestyle.“
“Just like us humans, brands can get into bad habits and get lazy. With the economy changing and a transformative digital landscape that can easily upend marketing strategies, companies can get touchy and turn inward, choosing complacency over action. Then they, well, get overweight. They get depressed. They start asking themselves some rather existential questions: Who am I? Why have I stagnated? What do I have to do to win again?”
“Although according to certain metrics the average level of skill in the average American isn’t stupendously high, neither is it rock bottom. In other words, it’s average (globally speaking). And what’s more interesting, those average aggregate results tend to be a product of a lot of people who score low on tests, plus a lot of people who score unusually high. Other countries with similar averages are simply home to a lot of people who scored that average. We, comparatively speaking, appear to be a nation of jabronis and geniuses.”
There’s more! Check out these fantastic supplementary essays and articles from around the web!
Fast Company on how Ikea plans to be “climate positive” by 2030.
“In late 2019, the Inter Ikea Group, the company that controls the Ikea brand, announced that it was investing 200 million Euros to accelerate the move to become climate positive by 2030.”
“Think, for a moment, of the most innovative companies in the world. No matter which companies made your list, every single one of them is on your list because innovation is central to its mission.”
“In a November survey, Inc. asked CEOs and other high-ranking executives from fast-growing companies what they think about Facebook from a business perspective. Thirty-two percent said they are now getting less for their marketing dollars with Facebook than they used to, while 27 percent said they mistrust Facebook’s use of their business data.”
The New York Times on the failure of Super Bowl ads to sell electric cars.
“The high-profile ads underscore a dilemma facing the car industry. Major automakers like GM, Ford and Volkswagen are investing billions of dollars to develop new electric vehicles, spurred by stricter emissions rules in places like California and concerns about climate change. … But so far, car buyers haven’t been overly enthusiastic.”
Care to learn more? Interested in signing up for our easy and awesome marketing health check? Well follow Dave Sutton @toprightpartner or visit him on LinkedIn. And if you still need another fix, grab a copy of Dave’s new book, Marketing, Interrupted.