Happy to! Well, I work at a boutique marketing agency in Calgary, AB Canada.\u00a0 We\u2019re focused on using customer insights to build marketing strategies that drive growth for our clients.\u00a0 On a personal side, I\u2019ve got two girls who just restarted school and my wife and I are keeping our fingers crossed that we don\u2019t have another outbreak that\u2019ll force us to homeschool again☺\u00a0\u00a0<\/span><\/p>\n Absolutely.\u00a0 About 10 years ago, I decided to make a leap into the digital space.\u00a0 It wasn\u2019t because I wanted to be a \u2018digital guy\u2019, I just saw a need to understand the medium where customers spend their attention.\u00a0 Every year since then, you can see the increase in time spent with digital devices including mobile, desktop and tablets.\u00a0 In today\u2019s marketing environment, digital placements are now available on TVs, billboards and podcasts so I think it\u2019s redundant to say we\u2019re in digital marketing. Since the majority of ad spend is now on digital channels it certainly confirms that digital has cemented it\u2019s place in the marketing mix alongside more traditional mediums like TV, OOH and Radio.\u00a0\u00a0<\/span><\/p>\n Great question.\u00a0 In a word, I\u2019d say execution.\u00a0 There are thousands of innovative ideas out there but those ideas themselves don\u2019t make a great brand.\u00a0 I remember looking at a graph in Jim Collins book Good to Great and it shows that it took 10 years to transform companies from being good to becoming great.\u00a0 What that timeline tells me is that it takes time to close the gap between the vision of what a brand can become and what the actual customer experience is. Even in the case of Apple that seems to hold. Steve Jobs returned in 1997 and about a decade later they released the iPhone.\u00a0\u00a0<\/span><\/p>\n Over the years, I\u2019ve tried to study that exact question and I\u2019ve been deeply influenced by the work of people like Simon Sinek, Mark Ritson, Seth Godin, Marty Neumeier, Roger L. Martin, Jenni Romaniuk, Byron Sharp, Dan Ariely and Daniel Kahneman.\u00a0 In short, what I\u2019ve learned is this.\u00a0\u00a0<\/span><\/p>\n In my mind, a great brand has a sustainable competitive advantage.\u00a0\u00a0<\/span><\/p>\n It\u2019s built on making a promise and then meeting or exceeding customer expectations. Since brands grow mainly through the acquisition of new customers, it\u2019s important for brands to penetrate the market by linking their own distinctive assets to the most important triggers that start a customer\u2019s decision journey (CDJ). Once a customer starts her journey, successful brands<\/a> intentionally design the customer experience around her by organizing their resources so that they make it easy for her to do business with them.\u00a0 In the end, it\u2019s this experience that creates a gut feeling in the customer of what the brand truly is.\u00a0<\/span><\/p>\n Make a promise and live up to it.\u00a0 That\u2019s easy to say but really hard to do.\u00a0 I think that\u2019s why it takes 10 years for most brands to go from Good to Great.<\/span><\/p>\n I agree content can influence a person\u2019s opinion or decisions. For example, I\u2019ve seen a lot of people doing dances that are referenced as \u2018something I saw on TikTok\u2019. Similarly, there\u2019s been a lot of press about bad actors publishing fake news stories that have influenced public perception in elections. Even looking back in history you\u2019ll find that the content published by PR legend Edward Bernays is the reason bacon and eggs are a staple on the North American breakfast plate.\u00a0 In my mind, social media is just the tool that people use to access content. Social media<\/a> makes it easier for anyone to distribute content and influence judgement.\u00a0 However in the decades to come, social media may disappear and be replaced by some other medium and I suspect the content will adapt accordingly. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Mr. Binkley, can you tell us more about yourself? Happy to! Well, I work at a boutique marketing agency in Calgary, AB Canada.\u00a0 We\u2019re focused on using customer insights to build marketing strategies that drive growth for our clients.\u00a0 On a personal side, I\u2019ve got two girls who just restarted school and my wife and …<\/p>\n","protected":false},"author":490,"featured_media":7879,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[202,204],"tags":[],"_links":{"self":[{"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/posts\/7872"}],"collection":[{"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/users\/490"}],"replies":[{"embeddable":true,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/comments?post=7872"}],"version-history":[{"count":2,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/posts\/7872\/revisions"}],"predecessor-version":[{"id":8261,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/posts\/7872\/revisions\/8261"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/media\/7879"}],"wp:attachment":[{"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/media?parent=7872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/categories?post=7872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ditech.media\/wp-json\/wp\/v2\/tags?post=7872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Do you think that the brand\u2019s digital visibility is important nowadays and why?<\/strong><\/h3>\n
Why is it not enough to have a great and innovative idea for your brand to be successful?<\/strong><\/h3>\n
What are the best ways to make your brand successful nowadays? Is it through differentiation strategy, clear brand identity or meaningful brand philosophy?<\/strong><\/h3>\n
What is the best way to build trust with a brand\u2019s potential clients?<\/strong><\/h3>\n
Do you think that the rapidly changing social media content has influence on people\u2019s judgement of who they really are? Why is that?<\/strong><\/h3>\n