From the course: Marketing Foundations: Integrated Marketing Strategies
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Seven-step brand choreography
From the course: Marketing Foundations: Integrated Marketing Strategies
Seven-step brand choreography
- When we watch the best dancers, we're struck by their poise and grace. By the fluidity of their movements and their ability to tell a story, through a series of well practiced moves. In these moments, we often say something like, wow, they make it look so easy. But of course, the truth is, that dancing is incredibly challenging. Requiring a perfect combination of talent, vision and repetition. Not to mention the patience and commitment necessary to perform day in and day out. Believe it or not, today, you as a marketer have a similar task. And if you want your integrated marketing communications to perform with a poise and grace of a dancer, you need brand choreography to do it. Why brand choreography? Marketers have a different relationship to data in the digital age. Today, CMOs are overwhelmed by the data explosion produced by digital channels, computing devices, and social platforms. If your organization doesn't have a plan to manage incoming data and to design a brand story…
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