Is branding strategic positioning? — Scott Harkey // OH Partners
- B2C
- Brand, Influencer Marketing, Social Media Marketing, Content Marketing, Event Marketing, Organic Growth, Community
- Creative Production, Marketing Consultancy, Marketing Agency, Media & Publishing
- Branding, Growth Marketing
Scott Harkey
OH Partners
Scott Harkey is Co-Founder and CEO of OH Partners—one of the largest, most heavily decorated independent ad agencies in the Southwest. Harkey is also Co-Founder and CEO of OH Holdings, which operates a family of specialized marketing service agencies in film, digital media, strategy, analytics, research, and more.
- Part 1 Is branding strategic positioning? — Scott Harkey // OH Partners
- Part 2Unconventional collaborations through partnerships — Scott Harkey // OH Partners
Show Notes
-
03:23Why branding is strategic positioningTechnology has advanced and changed how people consume media. Brand differentiation and positioning are important when approaching the changing mindset of consumers.
-
05:20Brand positioning in a restricted data access eraWhile personalization is still important, consumers must believe in your mission. Beyond targeted ad campaigns, there must be a deep understanding of who you are as a brand.
-
07:29Prioritization of branding efforts vs. focus on revenue generationStrategy is equally important as alignment within your organization. Essentially, its about fostering internal alignment around the brand to keep messaging consistent and authentic.
-
09:40Brand positioning and earned media investmentsCurrently, were in an earned marketplace where partnerships and collaborations are on the rise. Being internally aligned on your message and what you offer puts you at an advantage.
-
11:36Influencer marketing vs Meta advertisingThough costs continue to rise, Meta remains the best platform for advertising. However, influencers are still undervalued in terms of the sales and value they can drive for brands
Quotes
-
"The television ad can't reach 85% of women 25-54 anymore. And there's no amount of TV you could buy that would ever do that anymore. People are just consuming media differently." -Scott Harkey, CEO, OH Partners
-
"The new currency of the world economy is belief. When Amazon acquired Whole Foods, the market basically paid for that acquisition." -Scott Harkey, CEO, OH Partners
-
"You're going to see a lot more people tying recruitment of team members with the external benefit of consumers being more tied together around a bigger mission and vision, in advertising." -Scott Harkey, CEO, OH Partners
-
"In todays market, media is not bought, it's earned. When you look at influencers, collaborations, and PR coming back as credible tactics, we're in more of an earned marketplace." -Scott Harkey, CEO, OH Partners
-
"Influencers want to be paid, but they also wanna believe what the hell you're doing. If they don't believe it, then they're going to lose their audience when they get paid to promote it." -Scott Harkey, CEO, OH Partners
-
"I'm still seeing major value in influencers, not to mention Facebook. The cost to market on that channel has gone up like crazy every year; 7 billion to 20 billion or something." -Scott Harkey, CEO, OH Partners
-
"How can you produce the most positive views that are strategically aligned for your brand? Over time, that's going to create more sales and value for your brand." -Scott Harkey, CEO, OH Partners
- Part 1 Is branding strategic positioning? — Scott Harkey // OH Partners
- Part 2Unconventional collaborations through partnerships — Scott Harkey // OH Partners
Scott Harkey
OH Partners
Scott Harkey is Co-Founder and CEO of OH Partners—one of the largest, most heavily decorated independent ad agencies in the Southwest. Harkey is also Co-Founder and CEO of OH Holdings, which operates a family of specialized marketing service agencies in film, digital media, strategy, analytics, research, and more.
Up Next:
-
Part 1Is branding strategic positioning? — Scott Harkey // OH Partners
Scott Harkey, CEO and Co-Founder of OH Partners, talks about brand positioning and why brand collaborations always make sense. Paid budgets are going down to accommodate more content creation and partnerships with influencers. In this age of NFTs and Elon Musks, belief is the new currency, and targeted campaign ads that move people down a funnel won’t cut it anymore. Today, Scott discusses strategic branding and positioning.
-
Part 2Unconventional collaborations through partnerships — Scott Harkey // OH Partners
Scott Harkey, CEO and Co-Founder of OH Partners, talks about brand positioning and why brand collaborations always make sense. Edelman’s 2021 Trust Barometer found that consumer trust is at an all-time low and many companies are investing in more collaborative opportunities to rebuild that trust. While the right collaborations and partnerships can grow your brand’s reach, bad ones can just as quickly destroy the trust of your audience. Today, Scott discusses unconventional collaborations through partnerships.
Play Podcast
