6 PRINCIPLES OF THE NEW

BRANDING STRATEGY

A PROFOUND SHIFT IN THE WAY WE DO MARKETING

The concept of brand

positioning is BEING

CHALLENGED by the incredible

power at the consumers'

fingertips.

TRADITIONNEL VS NEW

Target

Demographic

Segmentation

Positioning

Brand message

Advertising channels

Audience

Segmentation based on

interest

Purpose-led brand

Storytelling

Conversational capital

Social media channels

DEFINE YOUR PURPOSE

Consumers demand that businesses CONTRIBUTE

SOMETHING POSITIVE to their well-being and to society

in general.

A purpose that goes BEYOND PROFIT

should be at the heart of your branding strategy.

BE INSPIRATIONAL to your employees and customers:

WHY DO YOU EXIST?

1

2 WHAT ROLE SHOULD THE BRAND PLAY?

The objective becomes to ENABLE

CUSTOMERS to do things.

The quality of the

USER EXPERIENCE

becomes of utmost

importance.

For more and more brands, the

prime objective is not selling to

consumers.

WHO'S YOUR AUDIENCE?

The new way of thinking is to address an AUDIENCE.

Segmentation is based on a shared PASSION in addition to demographic data.

3

Marketing PERSONAS

creation

4 THE BEST BRAND AMBASSADORS

People have MORE SOCIAL CAPITAL than

businesses.

Passionate employees who are

engaged and enjoy their work should

be considered the MOST TRUSTWORTHY

brand ambassadors.

Employees have more trust

in social media and CAN

DRIVE ENGAGEMENT more

effectively.

5 THE BRAND IS A STORY

The brand’s message is

substituted with

STORYTELLING.

The brand’s story is a powerful way

to COMMUNICATE ITS VALUES.

STORYTELLING

Provides an EMOTIONAL EXPERIENCE

and proves to be much more personal

and intimate.

Good stories that are entertaining and

surprising STICK WITH US.

The story reinforces the

EMOTIVE LINK that exists

between the brand and its

audience.

6 IT'S NOT YOUR BRAND ANYMORE

Today, brands are MUCH MORE

FLEXIBLE.

Historically, companies

maintained FULL

CONTROL of the brand.

The brand should be considered

as more of a STARTING POINT for

people's creativity.

IN A SHARING ECONOMY

The RELATIONSHIP embodies the brand.

The brand does not belong to the

organization exclusively, but is BEING

SHARED with consumers.

KEEP IN MIND

Social media SITS AT THE CENTER of a

branding strategy

The goal of the brand is to build

CONVERSATIONAL CAPITAL.

Brands that understand the new

branding paradigm have the best

potential to INITIATE CHANGE AND MAKE A

DIFFERENCE in people's lives.

http://bit.ly/NewBrandingStrategy

PDF available for download:

HOW CAN WE HELP?

BRANDING STRATEGY

SOCIAL MEDIA MARKETING

CONTENT MARKETING

http://bit.ly/nutribeMarketingAgency

nutribe is a new social media

marketing agency