Branders
BRANDERS MAGAZINE • 2019 1
Words of Branders
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Branders
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Quotes
Words of Branders Issue 16 | February, 2020
“Influencer Marketing as water to flowers, they can grow organically but if you really want to highlight them you must irrigate with external water."
Juan Merodio
Blogger, Speaker & International Advisor in Marketing, Innovation, Management & Digital Transformation
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Branders Quotes
Issue 16 | February 2020
"From a PR perspective, Influencer Marketing is the shift in recognising there are new ways to reach your audience or publics. Traditionally that used to ve high net worth individuals or journalists. Now it can be anyone with their own network or media."
Stephen Waddington
Managing Director, Metia and Visiting Professor, Newcastle University.
Photo retrieved from wadds.co.uk Quote Source: https://www.slideshare.net/prezly/20-influencer-marketing-quotes
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Branders Words of Branders
February - March 2020 ISSUE 16
Contributors
Tamara McCleary
Terri Goldstein
CEO of Thulium, a global social media analytics and consulting agency.
Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.
Alessandro Bogliari
Silvana Frenquel
CEO and Co-Founder of The Influencer Marketing Factory.
COO. Country manager Spain at ORISHINAL the most advanced branded content agency with focus on influencers in Latam.
Timothy (Tim) Hughes
Mike Schmidt
CEO and Co-Founder of DLA Ignite. Author of best selling book “Social Selling - Techniques to Influence Buyers and Changemakers”
Founder of Dovetale.com. Founder of Listn (acquired by Beatport), a social network focused on connecting people around the music.
Sandra Horlings
Robbert Cornelissen
Brand & business strategist at Innoboost. She is also a member of Medinge, a global think tank on branding.
Digital strategist at Innoboost, aiming to engage all involved in brands to
Juan Merodio
Richard Levy
Blogger, Speaker & International Advisor in Marketing, Innovation, Management & Digital Transformation
Former award-winning “Mad Man” Creative Director, Brander and now inventor of revolutionary new products.
| Editorial Committee
Cristian Saracco
Terri Goldstein
Luis F. Vergara
Founding Partner Allegro 234 | CMO zenziya | President aebrand | Member Medinge Group
Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.
Brand Strategist, Founder at Branders Magazine. Marketing & Communications Specialist
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Table of contents 08 Editor’s Letter 10 Design Column Color: your key influencer
Branders
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12 TopBrand Top branders influencers on LinkedIn 14 Infographic The power of influencer Marketing 16 Business Want Success in Influencer Marketing Try This 18 Behind the Brand Axe sets a trend with “Fresko”
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20 Brand Strategy Quality vs quantity in Influencer Marketing 22 Cover Tamara McCleary: Influencer Marketing, Service is the Key 30 Brand Strategy The Almighty Tagline 32 Brand Experience It’s the community, not the commodity 34 Business How Shopify Merchants can Effectively Drive Sales with Influencer Marketing
Cover Story
36 Brand Gadgets 37 Events
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Editor’s Letter
Looking for quality influence
S
ocial influence is defined as a change in a person's cognition, attitude, or behavior, which has its origin in another person or group (Raven 1964). One of the main goals of brands is to make an influence on peoples' minds, attitudes, and behaviors around the brand, something that is not easy but is possible if you have the right strategy. Nowadays, thanks to social media networks, brands can reach their audiences through social influencers, the problem is how to choose the best influencer for your brand. Choosing the right influencer will help multiply the impact, making brand information reach thousands and thousands of people. Thanks to the trust already formed between the influencer and his audience, the environment will be more natural when it comes to show or talk about the brand, compared to other formats or advertising techniques, in addition to being with a favorable predisposition towards your brand. Before discovering how to find influencers for your brand, it is important to know what makes them influencers. That is the reason why we developed this new issue, to
help professionals and brands to understand better the concept of influencer marketing and how to work strategically to select the best influencer to reach the right audience to spread all the information about your brand. As always, we worked to bring to our readers the best branders to share their experiences in this amazing topic. We had the privilege to interview Tamara McCleary, CEO of Thulium, global social media analytics and consulting agency. Tamara is recognized by Entrepreneur Magazine as one of 10 Online Marketers to watch and named a Top 10 Digital Marketer in 2019 by Brand 24. Tamara answered some questions about Influencer Marketing that we know will help every professional and brand to develop a good influence strategy. Also, we have an amazing group of global branders who works every day with brands helping to develop the best influencer marketing strategy. We know this issue will help you to understand better the Influencer Marketing topic but, before to think about to start with an influencer marketing campaign, is important to set clear objectives if you have decided on this strategy, it will help you not to make a mistake in choosing
the influencers and you will get good results. The social media environment is bringing more and more content and other ways to promote your brand, it is time to know how social media works today, so you can be successful with your strategy with influencers. Enjoy this issue!
LUIS F. VERGARA A.
References: Raven, B. H. (1964). Social influence and power. CALIFORNIA UNIV LOS ANGELES. Editor in Chief : Luis Fernando Vergara, lvergara@vrandgroup.com Special editor invited: Carolina Gomez Advertising Director: Elizabeth Gomez, egme27@yahoo.com Design: Branders Media Group Cover photo by Robert Meares The contents of this publication is exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
Founder at Branders Magazine @luifer_brander
DIGITAL OFFICE United States +1 405 640 7391 | lvergara@vrandgroup.com Branders Magazine is published by Branders Group www.brandersmagazine.com
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Branders Words of Branders BRANDCOVER
Terri Goldstein | Packaging Expert
Branding. By Design
K
ylie Jenner, the youngest of the Kardashian/Jenner clan, reportedly makes one million dollars per sponsored Instagram post—making her the world’s highest paid influencer. Add it to her already staggering net worth—she recently sold a 50% stake of the eponymous Kylie Cosmetics line, whose success can largely be traced to social medial. The price? — $600 million. If these numbers seem high, it’s because they are. They’re astronomically high but they’re still just a fraction of the global influencer market which by some estimates rakes in anywhere between five to ten billion dollars annually. The world of influencer marketing is vast and convoluted—the term “influencer” itself being amorphous. Influencers could be celebrities, thought leaders, bloggers or content creators but what unites them is actually my specialty—branding. Yes, influencers are essentially branders that brand themselves instead of products. In fact, the word “brand” has so saturated the social media lexicon
that everyone from paid influencers to high-school students talk about their “personal brands.” If you own a brand, then you could actually learn a thing or two from influencers, beyond paying them to promote your products. The best influencers have a strong point of difference and they do everything to broadcast it. The internet is as crowded as the supermarket and attention is as stretched as consumers’ wallets—in both cases standing out is imperative. From beauty to fitness to cooking, people are finding online niches and filling them. Amra Beganovitch and Elma Beganovitch, two experts on influencer marketing and influencers themselves, gave this advice to Forbes: “Define your own personal brand and then stick with it. What values do you stand for?
Influencers know that color is a visual tool that can evoke emotions... and build memorability. How do you communicate those values? How do you promote other brands? Is it in line with your own?” As the owner and CEO of a brand identity and package design firm, I give similar advice to my clients—brand owners and managers that are looking to attract more attention to their products. We attach ownable core identifiers to their packages, be it colors, shapes, symbols or words, not only to stand out at retail and online but to communicate what the brand represents. Think Allegra’s iconic purple. Influencers know that color is a visual tool that can evoke emotions, subconscious associations and build memorability. In 2017, Prince was honored with his very own Pantone color—purple, of course. Did I even have to specify? For my own brand, personal and professional, I attach the color green—the color of growth, renewal and yes, money. My logo is
green. My website is green. My office is green. I am almost instantly recognizable because I always wear something with my signature brand color— Goldstein Green. The best influencers are also adaptable and responsive. The New York Times stated, “the best ones can spot trends, experiment relentlessly with new formats and platforms, build an authentic connection with an audience, pay close attention to their channel analytics, and figure out how to distinguish themselves in a crowded media environment.” Often times, I am sitting in a conference room, consulting one marketing director or another and I try to convince them that the best move for their brand is not what they think looks the best but what consumers respond to. The best brands, like the best influencers, know to cater to their audience’s needs and speak in a visual language that they relate to and understand. At the end of the day some of my best advice comes from the internet’s best self-promoters: treat your brand more like an influencer. If you think your brand should be featured in the next column, contact me at terri@tggsmart.com.
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Branders
water with a touch of true fruit avor
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