""Brand building is a bit like pointillism ... Every time you activate your brand, you're placing a dot in somebody's brain," said Kaplan, explaining that those individual dots cluster over time to form richer perceptions of a brand. Marketers who have a strong grasp of such perceptions can act with confidence on whether and how to deploy their brands in different cultural contexts while those who don't may simply create more noise."
""If you have a consistent point of view and a consistent brand architecture, you can tell multiple different stories ... but it all needs to ladder back to that same brand idea," said Kaplan. Rapid response time Kaplan for years has been an evangelist for the power of earned media and organic social media, marketing tactics that more CPGs have prioritized as they try to modernize. Several times during the Advertising Week discussion, the CMO emphasized success that came despite comparatively little traditional media spend."
Managing dozens of brands requires balancing pop-culture relevance with preserving established brand perceptions. Marketers should prioritize big-picture thinking and resist activating around every viral opportunity because small decisions add up over time. Brand building functions like pointillism: each activation places a dot that clusters into richer brand perceptions. A consistent point of view and cohesive brand architecture enable multiple storytelling approaches that still connect to a central brand idea. Rapid response and earned or organic social strategies can drive measurable success even with limited traditional media spend. Selective cultural partnerships and confident activations reduce noise and strengthen long-term relevance.
Read at Marketing Dive
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