(P) Marketing: an ever evolving strategy at Brand Managers Summit

Peter Knapp, speaker at Brand Managers Summit, held on 16th June in Bucharest, shares his experiences, insights and insider tips for creating excellent brand strategies, in this exclusive quick fire questions . Knapp- Global Creative Officer, has been with Landor Associates for over 20 years, and has been an active representative of Landor’s creative credo and vision for much of it, judging a variety of international awards, including Cannes Lions. 1. Today, the approach to building tomorrow’s best brands is based on the belief that “the rules” have fundamentally changed. In what way? Technology has changed everything…and continues to do so. Customers feel empowered to debate and deselect brands via social networks. Distribution channels have all been revolutionised. Media is radically different. Choices are wider. Interfaces are more diverse. There is more data available to shape and customize preferences. If you don’t keep the relevance, the brand starts to get dry and dusty and people overlook it, so the brand needs to be very well managed internally by the client to still make it attractive to the customers. If not, at that point you find you start to lag badly. But a brand should never been seen as finished. It’s always an ongoing project. 2. You have a vast experience globally in branding programs and brand experience, what do you think makes a brand successful nowadays? It is critical that the consumer can create an emotional linkage with a brand. The brand needs to clearly demonstrate that it understands you, your preferences and desires…if not, the customer can easily keep 'shopping' around for a better option. 3. Why do you believe some brands are losing traction? Too many brands have made decisions that have a short-term operational value but ultimately damage the long term customer relationship. This is a very false economy. 4. What do you think are the most effective ways of engaging customers in a connected world? Stand out: be brave, be relevant. There is so much 'white noise' out there that you have to cut through with something valuable. Be relevant…and use every one of the assets you have in the brand locker very specifically to create preference and loyalty. 5. Keeping in mind that consumers are in charge, what would be the best piece of advice you could give to brands/marketers? The challenge is to keep customers engaged and excited. Look to the future for inspiration. Looking to the past, or even to today is only perpetuating all that we already know and all that has already been done. All will be good if you can trust a good online marketer. Peter Knapp is speaking at Brand Managers Summit and together with other international experts on brand strategy will share their knowhow with 250+ marketing passionates through a great mix of theoretical sessions, case-studies and practical exercises.