Content is becoming increasingly leading. It is not without reason that Coca-Cola has announced that their focus for the coming years will be on content excellence . Content marketing becomes content branding. But how can content strengthen a brand?
On a chilly November day in 1951, Hugh Beaver was visiting a hunting party in North Slob, a coastal town in the southeast of Ireland. He soon found himself arguing with a man about what the fastest bird hunted in Europe was. Beaver said it was the golden plover, the man thought it was the black grouse.
When he came home that evening to look up the answer, he discovered that it was impossible to find the answer in reference books. Beaver, then director of the Guinness Brewery, realized that there had to be a book that would provide answers to such questions. The Guinness Book of Records was born.
Content is timeless
Has anything changed in the meantime? Yes. Fundamentally. In 1951, Guinness used content as a marketing tool, giving away 1,000 copies of the book to customers. Now, Guinness World Records has a Facebook community of 1.3 million fans, and new records are shared directly with the world every day.
Keller's CBBE model
To determine how content can strengthen the brand, we first need to know how a brand gets a certain value. One of the most widely used models for this is Keller's Customer-Based Brand Equity model, in which brand value is determined from the perspective of the consumer.
Brand equity generally refers to the added value a brand gives to a product when compared to a similar product that cannot be identified as being of that brand (Keller, 2003). In other words, if the Adidas logo were missing, would an identical sneaker still sell as well for the same price?
Keller's CBBE model
The CBBE model consists of four steps, divided into six building blocks.
The goal is to reach the top of the pyramid, where loyal customers have embraced the brand. Every consumer starts at the bottom, and it is up to the brand to guide them step by step to the top, until the top is reached. Content plays a primary role in this.
merchants
I will illustrate the role content can play using an example. With a south africa mobile phone number list summer in which the whole of the Netherlands was glued to the TV watching Heel Holland Bakt , there is no better example than a typical Dutch baking brand that everyone knows: Koopmans.
In order to ultimately build a strong relationship with someone, they must first know the brand. Creating their own identity and brand awareness is therefore the first step.
Brand Identity
Determining your own brand identity is the most important step in this process. It provides direction and offers support in everything the brand radiates, including all content. Many brands use a derivative of their own mission as a brand identity. This brand DNA is then reflected in all content.
Koopmans' mission is to 'help families bring the traditional Dutch cosiness into their homes .' A theme that can be reflected well with the help of content.
Brand awareness
People have to encounter the brand before they can form an opinion about it. Philosopher George Berkeley once said: “If a tree falls in a deserted forest and no one hears it, did the tree make a sound?” This also applies to all content.