Branding Isn't Magic
In this episode, Mark Mathis talks about why the term “above the fold” still has relevancy in today’s digital orientation.
Featuring:
Mark Mathis
Mark Mathis is Chief Creative and Strategy Officer. Transcription:
Mark Mathis: Hello, this is the One Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I've been thinking about branding in this brand saturated world and it made my head hurt. It's estimated that we see 5,000 brand messages a day. Like who has time to count that many messages? We do live in a brand saturated world period. We just know it. We don't need to know the number.
Brand to me is that little piece of real estate that a business or organization owns in a person's mind. It's kind of mental shorthand to help you remember something or something we like, or maybe even something we dislike about a particular brand. Brand to me is like getting healthy. Everyone asks me, what's the one thing we could do to improve our brand for our organization? That'd be like saying what's the one food you can eat to get healthy? For me, getting healthy is eating low cholesterol food, losing weight, controlling stress, taking statins, regular exercise, all those things make me healthy. I can't drop any one of them.
Too many people believe in magic. One thing will magically make you brand it in the minds of customers. It's much more holistic. It's ongoing and it's a commitment to being holistic as you work on your marketing. Also many think that you can brand people like cows. Think of it from the cow perspective. Do you think cows like to be branded? Can you really burn your brand into someone's mind like a cow? The answer's no. So, branding also has to be subtle and understatedly elegant.
No one wants to be hit over the head with a branding iron. A brand starts by thinking of how you solve problems for people first. And that's the benefit and your reason for existing. If you see here's how to brand your organization in four easy steps, my advice is run. That is the One Minute Marketer for this week. My special thanks to Audio Engineer, Bill Klaproth. If you like this marketing thinking and strategy, reach out to This email address is being protected from spambots. You need JavaScript enabled to view it.. We will move your needle.
Mark Mathis: Hello, this is the One Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I've been thinking about branding in this brand saturated world and it made my head hurt. It's estimated that we see 5,000 brand messages a day. Like who has time to count that many messages? We do live in a brand saturated world period. We just know it. We don't need to know the number.
Brand to me is that little piece of real estate that a business or organization owns in a person's mind. It's kind of mental shorthand to help you remember something or something we like, or maybe even something we dislike about a particular brand. Brand to me is like getting healthy. Everyone asks me, what's the one thing we could do to improve our brand for our organization? That'd be like saying what's the one food you can eat to get healthy? For me, getting healthy is eating low cholesterol food, losing weight, controlling stress, taking statins, regular exercise, all those things make me healthy. I can't drop any one of them.
Too many people believe in magic. One thing will magically make you brand it in the minds of customers. It's much more holistic. It's ongoing and it's a commitment to being holistic as you work on your marketing. Also many think that you can brand people like cows. Think of it from the cow perspective. Do you think cows like to be branded? Can you really burn your brand into someone's mind like a cow? The answer's no. So, branding also has to be subtle and understatedly elegant.
No one wants to be hit over the head with a branding iron. A brand starts by thinking of how you solve problems for people first. And that's the benefit and your reason for existing. If you see here's how to brand your organization in four easy steps, my advice is run. That is the One Minute Marketer for this week. My special thanks to Audio Engineer, Bill Klaproth. If you like this marketing thinking and strategy, reach out to This email address is being protected from spambots. You need JavaScript enabled to view it.. We will move your needle.