Converting Brand into Brand Marketing — Alex Chrisman // Alta

Quotes

• “Turning a brand into brand marketing is highly contextual. You could say that if you are in a position where you are making these choices you already have a deep understanding of the business you’re in and that is going to differ wildly between different sectors or different products and the secret sauce to brand is really just you have to show up everywhere consistently and on the concept.” -Alex“The question is more like how do we showup in the places where we are already doing our work but in a more appropriate way. When you’re thinking about where the brand should show up, you’re actually talking about business development. You’re not talking about advertising.” -Alex“There is a little bit of definitional distinction that I wrestled with through my career where a brand often gets sandwiched under this customer-centric perspective that sits in the marketing department but more importantly I end up working with C-suite because what we’re talking about is big directional decisions made internal to the company.” -Alex“When you think about what brand marketing is today, to me, that gets sandwiched into taking all of the creative assets and that style guide that we put together talking about what our brand is and putting in place and marketing it in places where we can’t calculate what actually happens.” -Ben“The space that I play in is really foundational. I’m trying to figure out how do we get people into a mindset where they are doing that stuff consistently across all company rather than saying, let’s deploy assets to market.” -Alex“Your customers will help you figure out where you should make your brand present and that’s actually where our two consulting practices separated in that I broke my practice into brand development and marketing strategy which is taking the brand and figuring out where to put it to drive business results and I think that you are more centered around the creative development and making sure that the brand looks and feels authentic and is able to describe itself.” -Ben “I think it is an opportunity for marketers to expand their reach. As a marketing professional, you’re going to be the vanguard for branding the organization. You’re going to be the one who is well-positioned to leverage the creative and using this mindsetis a good opportunity for an ambitious, creative marketing director who is brand-minded to reach out into different silos of the company and start putting that viewpoint.” -Alex“I think of brand strategy as akin to rewriting your resume than to advertising. The thing that you are telling them has to be based on reality. It has to be the best version of what you actually are. As opposed to just being able to tell them wildly any huge promise.” -Alex“I think what you’re looking for is where can we put things into practice that is remarkable so that we don’t have to embellish the storytelling about our organization.” -Alex“One thing I disagree with is that I think brand marketing activities are marketing activities that are not directly attributable to revenue in real-time. I think that brand marketing activities take time to develop and they show up in your marketing analytics in things like your direct traffic or organic search.” -Ben