From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Content and Social Media Marketing, Michelle Keyser, discusses a Brand Strategy Insider article by Geoffrey Colon, “3 Reasons Why Your Brand Will Fail”
When I first came across this article by Geoffrey Colon I thought, wow, this guy is a major downer. But when you read what he has to say you’ll see that the image I chose to represent this article is actually exactly what Geoffrey discusses. Through failure we learn and get stronger. This article goes through 2 important shifts brands need to make if they want to be successful and learn from their mistakes. If they don’t they will fail. One of my favorite things that is said in this article is” Data, analytics and everything else written about in quantified modern marketing is simply a tool to understanding customers based on mathematical equations. But people aren’t a calculus formula.” Wow! I love that. And it’s so true. Businesses need personas to truly understand their target market so they can deliver the right message at the right time through the right medium. Personas are such an important part to marketing but they can’t be built on quantitative data alone.
I encourage you to read this article and let us know your thoughts. Has your business experienced any of these failures and if so, how did you turn it into a success?
