So that got your attention. And therein lies the rub. Oftentimes brand managers and marketers spend a lot of time polishing their brands to make them as shiny and sophisticated as possible, missing what is so evidently the point of marketing – to influence behaviour. And influencing behaviour it turns out boils down to a simple collection of primal motivators; much like dangling a treat in front of a puppy. That’s right, whether we like it or not, we’re actually simple creatures when it comes to innate motivation.
Take a simple headline like the one above. It includes an implicit threat. If you don’t read this article you’re going to continue to miss out on something which your competitors know about. It’s like being in the playground when teams are being picked. That deeply unsettling feeling as names are called and yours isn’t. Exclusion is difficult to process for social (pack) animals as survival is intrinsically linked to being part of the group. But that’s just the beginning.
Google announced last year their intention to start using HTTPS as a ranking signal for search results. Want to know what on earth that means and how it impacts your business? Read on.
Firstly, what is a ranking signal. Basically this is anything Google uses to determine where your website should rank in its search listings. We already know for example that the number and quality of inbound links, referral links, to your website has an impact on where you rank. We also know that the breadth and quality of content on your website also has in impact. As do a host of other elements, all of which get fed into the mixer to allow Google to determine where you stack up against your competition for keyword searches.
Google have announced that from 21st April 2015 they are expanding their use of ‘mobile friendliness as a ranking signal’. This comes after a previous update that saw the addition of ‘mobile-friendly’ labels to search listings to sign post websites deemed optimised for presentation on mobile devices. But what does this expansion mean?
Google has not released any specifics. It may mean that they are going to start adjusting rankings for searches conducted on mobile; prioritising sites which are mobile friendly. Or it may be something less dramatic such as more visible sign posting on search results pages. Whatever the intent, it is clear Google is executing strategy specifically related to mobile search and when Google is making changes to search we need to consider them when planning websites.
To large organisations branding represents a radically different collection of strategies, beliefs, assets and ideas than it does to an owner operated small business. In fact some would argue that true branding remains irrelevant for organisations until they reach a certain size. We think this is nonsense.
At its simplest a brand is an identifying mark; a logo. The practice of branding itself literally comes from the act of burning identifying marks onto cattle so livestock can be easily identified. The indelible permanence of such a practice resonates in today’s idea of branding; in that every organisation strives to attain indelible permanence in their marketplace.