In our article at the start of the year predicting marketing trends we expected to see during 2018, we made a brief mention of the growing use of artificial intelligence in commercial applications for both sales and marketing purposes. Here we take a closer look at how it is becoming ever more important.
The Entrepreneur website defines a brand as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Whilst this is of course true, this only tells half the brand story – the visual or creative part. To us, a strategic brand proposition is just as important. It defines the culture and personality of a business, congruent with its vision and values. It is the expression of its virtues and views in the way it delivers work for its customers. It must fit in with the overall marketing strategy and business plan.