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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Do You Really Own Your Brand Space? Or Are You a Follower?” speaks to the overarching challenges brands are faced with, from the content brands produce, to the idea of allowing other brands to forge the category, to the ultimate choice of creating a “Blue Ocean,” whereby the brand creates a whole new market.

Brand development covers a wide range of strategic analyses results driven by thought leadership, coupled with the category, including the resulting marketing channels required to reach the various niche prospects, and the resulting engagement in social media and traditional marketing outlets, all courtesy of technological breakthroughs.

As opposed to the current political phrase, “it’s a nothing burger,” coined by defenders of the Trump/Russia investigation, the brand development conundrum is paramount to requiring a “burger with the works,” in that the many facets of brand development require a well thought out strategy with a full throated marketing assessment of the brand’s way forward, complete with all the business condiments.

The Follow the Leader Strategy

It shouldn’t come as a surprise that many brands do employ a follow the leader strategy, which on the surface, allows other brands to create a market or market category first, and then provides a template avenue “brand followers” can choose to emulate.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “2017 Print Marketing Trends That Increase Customer Connections” uncovers recent 2017 print marketing trends that when used properly have the propensity to increase printing companies consumer engagement as well as ROI.

Marketing in the digital age is focused on the creation of meaningful relationships via social media interactions, websites, and user friendly objectives that are personalized, which in turn, should be incorporated into all other forms of media marketing and communications. The challenge for marketers to be able to connect in meaningful ways with customers and prospects in 2017 focuses on personalization techniques. Brands that will rise to the top of consumer mind-share are the ones that ride the personalization wave with ability to create consumer excitement with strategic marketing campaigns that rewrite best practices while also serving as examples for the marketing community.

If you choose to advertise in a one-off fashion, as opposed to campaign style marketing, you will need more than a rowboat to pull your organization out the muck of crowded marketing waters. In fact, creating meaningful ad campaigns is akin to having your own personal marketing jet, which can fly above the crowded marketing waters.

Drive Social Media Engagement Through Print Personalization

The confluence of digital and traditional advertising mediums is rapidly morphing into a unified marketing construct, led by the IoT (Internet of Things). Consumers are now being led down the sales funnel with a new objectivity that focuses around personalization and extends from there. Printers will be able for example, to create a personalized catalog based on online shopping data, website visits, purchasing habits, social media engagement and more, for any client looking to expand brand mindshare and increase ROI.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “2017 Best Digital Marketing Trends” highlights the digital marketing industry’s most successful advertising disciplines, based on 2017 data trends that suggest the measure of a brand’s ROI success is directly proportional to its digital marketing strategy and the execution of that strategy combined with the resulting tactics it implements.

Let’s be clear…A strategy is not a tactic, and a tactic is not a strategy. Creating an overarching strategy is tantamount to constructing a building, whereby the structure will house the individual elements that will be infused into the rooms and areas, which are the individual functional elements contained within the building. Therefore, developing the digital marketing strategy comes first, followed by creating the tactics that will help execute that strategy.

Digital marketing is not only experiencing a core technological progression and uprising in 2017, but moreover is systematically supplanting traditional marketing concepts as the doors of time race to push the marketing and advertising evolution dictates, happening now and increasing in the days ahead.

The Emotional Intelligence Factor

Marketing’s dispassionate approach, steeped in an old indifferent targeting methodology, is akin to asking consumers to purchase and drink a cup of sour milk. Drinking sour milk not only can produce adverse health conditions, but it also fails to produce any significant beneficial value. Similarly, marketing’s impersonal approach to consumers have been long put out to pasture, as that old stale milk marketing process is done. The intelligent marketing agencies and organizations have already moved on from presenting dispassionate, old sour marketing milk. Instead, the smart ones have taken up the ingredients and best practices in the digital marketing environment.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “6 Reasons Brands Must Include a Higher Holistic Purpose” reiterates why increased brand equity is now tied to the predictive implications outlined in the book, China Megatrends, “The 8 Pillars of the New Society.”

Social media has now leveled the playing field regarding consumer directives. Brands can no longer escape consumer wrath or endorsement posts from Twitter to LinkedIn to Facebook and others. However, consumer sentiments have become the north star for brands to hitch their proverbial brand equity wagon to. Either way, brands have a decision to make.  Are we a good brand that makes quality products,? or… are we a holistically conscious brand that produces quality products and does the right things to help people and the environment?

Out With the Old and In with the New

Savvy Brands understand that beyond having a mission and value proposition, they must also champion a reason or cause that will evoke positive perceptions from employees, consumers, and stakeholders. We’ve seen several examples of holistic brand missteps from recent ad debacles such as the PepsiCo Kendall Jenner ad mistake, the Uber price gouging effort in lieu of an attempt to take advantage of stranded travelers caused by the first introduction of the Travel Ban, and other auspiciously designed communications that missed the mark. Consumers are no longer giving brands a pass for not caring about the welfare of the population at large.

The old standard paradigm brands grew up with was best coined by Milton Friedman who stated that, “The social responsibility of business is to increase profits.”  Ok, and by that measure, one can make the argument that a brand’s first responsibility is one of creating profitable enterprises, with the net effect of those profits going to lift the economy, and communities in which they serve, i.e., employment opportunities, and promote an overall “well being” attribute the brand is claiming responsibility for having created.

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