Your brand is not your baby anymore. It’s owned by the audience and you are who they say you are, according to Emily Mowers, marketing director at WVEC Norfolk, Va., Tegna’s ABC affiliate. Building Your Brand with Social Media was the title of a session at the 2016 PromaxBDA Station Summit a couple weeks ago […]
Your brand is not your baby anymore.
It’s owned by the audience and you are who they say you are, according to Emily Mowers, marketing director at WVEC Norfolk, Va., Tegna’s ABC affiliate.
Building Your Brand with Social Media was the title of a session at the 2016 PromaxBDA Station Summit a couple weeks ago in which she participated.
Mowers said companies no longer create the brands and attract customers in order to sustain the company.
“We create customers that help us build the brand in order to sustain the company.”
What are the hallmarks of successful brands? Successful brands are fluid, easily moving from platform to platform, and evaluating and adjusting at points along the way.
Connect and engage, not be a voice that always tells them what they should think.
Create striking clear pictures. Be vivid, that’s our advantage.
Sell the experience, not what the product offers but the experience of using the product.
Cultivate loyalists. It’s a tribe mentality. We have to build brand ambassadors and engage audiences so they want to join our tribe.
Reveal something to them- they can then buy into the story and seek out more information from you.
John Kukla, creative services director for the Dallas Fox-Owned affiliate, KDFW, was the session’s moderator. Click here for more information on Kukla’s presentation on social media.
In addition to Mowers, other speakers were Cynthia Lieberman from Lieberman Communications, and Carly Munoz, brand manager for WOTV, Media General’s ABC affiliate in Battle Creek, Mich.
Click here for more information on Lieberman’s presentation.
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