Marketers are typically asked to focus on short-term gains and immediate sales, but forward-thinking brands are adopting a more effective long-term strategy through brand marketing. These brands recognize the importance of nurturing their prospects to achieve long-term loyal customers. Today’s consumers seek more than just products – they crave connections with brands that share their values. While product specific marketing is important, the shift towards brand identity and values aligns with today’s consumer expectations, and highlights the importance of investing in a brand marketing strategy that has sustainable consumer loyalty and revenue at its core. Read on to learn the advantages of brand-focused advertising and how PBS national corporate sponsors have successfully captured the respect of viewers by adopting this approach.
Brand Marketing vs Product Marketing: A Strategic Shift
Brand marketing continues to stand out as a more powerful long-term approach compared to product marketing, because of its ability to create strong emotional connections and cultivate brand loyalty among consumers. By emphasizing the unique identity, values, and purpose of a brand, companies differentiate themselves from competitors, establish trust, and engage customers on a deeper level that keeps them coming back, even when product offerings change.
The Benefits of Brand Marketing:
- Building Trust and Loyalty: Brand marketing fosters a sense of trust and loyalty among consumers, allowing brands to connect with their audience beyond individual products. This emotional connection forms enduring relationships, sustaining long-term customer retention and advocacy.
- Creating Emotional Connections: Brand marketing aims to spark emotions and resonate with the personal experiences, values, and aspirations of the audience. This emotional resonance cultivates a stronger affinity towards the brand, transcending a mere transactional relationship.
- Sustainability and Long-Term Value: Unlike product marketing, which may focus on short-term sales, brand marketing contributes to the enduring value and sustainability of a company. By investing in brand identity and values, businesses secure a lasting presence in the market.
- Differentiation in a Competitive Landscape: Brand marketing enables businesses to distinguish themselves from competitors by highlighting their unique values, mission, and personality, capturing the attention and admiration of consumers.
The Impact of Brand-Focused Advertising on PBS
PBS, a leader in trusted content, has demonstrated the power of brand-focused advertising for businesses through its unique approach to engaging loyal viewers. National corporate sponsor spots that air on PBS are always non–promotional and brand-focused due to PBS’s non-commercial environment – and research shows viewers prefer these brand messages! 72% of PBS viewers say that PBS sponsor messages are “different and better” than ads on commercial tv networks and streaming services, and ads on PBS are more likely to be perceived as informative, positive, and helpful. This positive perception translates to a brand’s bottom line, with viewers preferring to purchase from companies that sponsor PBS.
The deliberate emphasis on values and mission in a brand’s advertising strategy creates stronger, long-term connections with consumers that result in greater engagement and loyalty. Contact us to learn more about PBS’s national corporate sponsorship packages and how our brand-first approach can benefit your company.
Source: KANTAR | SGPTV, US Video Audience Insights 2023
