If you’re in the marketing business, you might have noticed things have changed in the last few years around the subject of branding. How you brand your clients’ business is no longer just a matter of some clever, creative, and timely ad placements.
Let’s take the first step of the inbound marketing methodology: getting found by potential customers. These days, a business is one of about 8 gajillion results on a search engine—and if it’s not one of the ones on the first page, they’re essentially doomed. A building’s super sweet sign is just one of thousands of visual cues bombarding overstimulated passersby every day. And the promotional giveaway that once tickled entrants’ fancies? Now it looks like nothing more than a spammy banner ad.