There's no doubt that digital is all the rage for marketing executives and their teams today. It feels like a hot new social media channel will pop up at any moment and tout itself as the next big thing. Undoubtedly, new digital channels have opened up exciting and opportunities for brands to engage with ever more connected consumers. However, spending so much time, effort and energy on digital channel selection and execution runs the risk of neglecting fundamentals of brand strategy.
Let’s face it, your brand doesn’t exist without your customers; no one is going to buy anything from you if they don’t know you exist and, no matter how awesome your product/service offering, it’s completely irrelevant if no one is using it. That’s why increasing brand awareness is key to any successful marketing strategy—it’s that simple.
Not surprisingly, in an age where consumers are more concerned about what’s in products and how they're made than ever before, demand for product transparency is real and it is on the rise. Brands that meet this demand—providing complete disclosure—are best positioned to gain consumers’ favor and a greater share of their wallet.