Branding in the Digital Age

The Power of “Word of Mouth”: a Research Approach to Branding in the Digital Age.

A lot can be said about the importance that research plays in every facet of an organization as it relates to achieving organizational success and remaining competitive. The notion that companies (big or small) can materialize their strategic goals through branding is a subject that requires careful consideration and for researchers and marketers to work in tandem.

Branding Techniques Prior to Technology

Over the years many companies have establish their presence and brands through the establishment and application of processes and techniques that were based on best practices. While some research techniques informed these practices, the methods by which companies applied desired results became obsolete or irrelevant to the company’s bottom line. As a result, these companies either became non-existent or were bought out by a more lucrative and powerful business.

New Branding Techniques

It is no surprise that companies that ventured into new branding tactics and techniques (e.g. word of mouth) have been successful at establishing themselves fairly quickly and have been adept when it comes to staying ahead of their competition. Companies such as “Turbo Tax” are a great example of this concept. Since the inception of their first product, Turbo Tax has relied primarily on “word of mouth” as a way to market their product and create their branding.

Branding and Technology

So, how do companies like Turbo Tax build their companies from the ground up, remain competitive through their brand, and continue to be viable and relevant? These companies reach their strategic goals through careful and skillful research practices along with the use of new emerging technologies that respond to almost every person’s needs, even if they are not equipped with advance skills in technology.

A Word of Advice for Marketers Regarding Strategy and Branding

It suffices to say that marketers can use a combination of “word of mouth” (as a way of marketing and branding), focused research techniques, as well as digital channels and technologies to bring about powerful tools for companies that desire to build their brand. This can lead to brands that remain more competitive and relevant, hence, attracting more loyal consumers in the long run.

**This assignment was based on the principles of "word of mouth" (as a powerful marketing communication tool) and research tactics and techniques as a way of establishing and maintaining a powerful brand**