Channel Key approved for Taan Membership

Taan Worldwide has a new member!
Welcome to Channel Key in Las Vegas. ( https://www.channelkey.com )
The agency is an Amazon Marketplace Agency —
“Channel Key is not only an Amazon Consultant, we provide TurnKey marketplace outsource solutions. We help you develop your marketplace strategy and also have all the resources and expertise to help execute a strategy to expand your brand to Amazon, the fastest growing marketplace in e-commerce.”
– Dan Brownsher, CEO
This is a young agency, that has already established itself as a leader in this very fast growing field.
Channel Key will bring us expertise in this expanding marketing arena. As we continue to expand our breadth of expertise around the network, Channel Key fits our view for the future.
Welcome to the entire team at Channel Key!
Glad to have you as part of our Taan Worldwide.

Orange Sparkle Ball joins Taan Worldwide

Orange Sparkle Ball a design firm based in Atlanta, Georgia, US. (http://www.orangesparkleball.com)

Founded in  2001, with expertise in Communication Strategy and Design, Environmental Design, Service Design, Industrial Design. OSB thinks strategically to solve problems and design impactful solutions.

“We’re excited to announce that we have been accepted to Taan Worldwide – a global network of independent agencies. Not only is Taan filled with great people, it provides us an expanded network of insights and partner skillsets. We’re excited about the opportunities to continue to grow our global viewpoint.” – Meaghan Kennedy, Founder of OSB

All of the Taan membership is excited to welcome Meaghan and the entire team at Orange Sparkle Ball to our global community.

Creative Dreams joins Taan Worldwide

Creative Dreams (http://creativedreams.mx/en/home/ ) in Monterrey, Mexico has been approved for membership in our global network of independent communications experts network.

We Welcome Rudy Joffroy and the entire team to our organization. The talented team at Creative Dreams enhances our breadth and depth of expertise in digital and social marketing, and we now have a strong member in Mexico.


The Future of Betterment

We have partnered with our longtime global resource, Trendwatching, to explore the practical application of trends from the perspective of communications agencies. Each month, one of our Taan Worldwide members will offer up their opinion on a current trend.

Our second installment is from Taan member Stephen Moegling is a partner at Franklin Street, a health care and digital branding consultancy based in Richmond, Virginia. 

Here he unpacks our recent Global Trend Briefing on THE FUTURE OF BETTERMENT – providing his take on some of the key issues facing health and wellness in 2016 and beyond: where are consumer expectations heading? And how can brands help customers fulfil their dreams of self-improvement?

 

My first ad agency job out of college was writing copy to sell paper towels. I was taught to sell benefits, not features. Who cared if the paper towels were triple-ply? I made sure people knew these paper towels could soak up a kid’s most disastrous grape juice spill.

I also sold facial tissue, frozen dinners and tires. I made sure to tout how soft the tissue felt on a nose, how easy and convenient the frozen dinner was to warm up, and how you could feel safe having your family roll down the highway when you drove with my client’s tires. My first ad agency job out of college was writing copy to sell paper towels. I was taught to sell benefits, not features. Who cared if the paper towels were triple-ply? I made sure people knew these paper towels could soak up a kid’s most disastrous grape juice spill.

I sold a lot of paper towels, tissue, salisbury steak and tires. But until I read Trend Watching’s April Trend Briefing on The Future of BETTERMENT I had no idea that I wasn’t emphasizing the benefits that people really wanted—what people really buy when they buy anything…..

 WANT TO READ MORE …  http://trendwatching.com/blog/what-people-really-buy-when-they-buy-anything/

Marketing with a Clean Slate

 

We have partnered with our longtime global resource, Trendwatching, to explore the practical application of trends from the perspective of communications agencies. Each month, one of our Taan Worldwide members will offer up their opinion on a current trend.

This is the first in a series of blog posts, originally appearing at:
http://trendwatching.com/blog/marketing-with-a-clean-slate/

Here,  Mike Speck – SVP Creative at Mobium, an agency that specialises in B2B marketing strategy and Taan member for over 15 years – dives into CLEAN SLATE BRANDS and their significance within the modern business community. 

 

 

 

Over the past year, numerous articles preaching that B2B marketers should be paying close attention to how B2C companies conduct their marketing have been published in blogs and online marketing journals. It’s as if the author thinks they just discovered the Holy Grail:

  • Did you know that emotion plays a big role in B2B purchase decisions? So knowing these emotional drivers will help you be more successful in reaching the B2B buyer. Duh.
  • Technology has put control of the purchase process in the hands of the B2B purchase decision maker (marketers are no longer in control.) Double duh.

Luckily Mobium, as well as a few of our smarter contemporaries, have been talking about these things for over 20 years. Guess we all just discovered the Grail earlier.

Consumer trends are worth watching, though

However, TrendWatching’s intriguing new book, Trend-Driven Innovation, offers some new thinking about how marketers – including those of the B2B variety – should look closer at trends that are affecting ways companies can be more innovative and successful.

In the book, they talk about today’s Expectation Economy which is “built on the convergence of three strands of customer expectations”:

  • rising quality
  • positive impact
  • personal expression

These expectations give the consumer “significant power and control,” while business, unfortunately, never seems to catch up to this “curve of accelerating expectations.”

All marketers (but especially B2B companies) should read this book and think about how the identified trends might apply to their business strategies.

For instance, take the TrendWatching idea of a “Clean Slate Brand”. According to the authors, “traditional brand theory suggests that history and heritage are valuable assets that lie at the heart of a brand’s ability to attract and retain customer attention.” In today’s Expectation Economy, the trend says consumers “are now as attracted (if not more so) to unproven brands and organizations as they were to established ones in the past.”

CLEAN SLATE BRANDS

The consumer expects these new, Clean Slate Brands to be “more trustworthy, ethical and simply better than the established brands.”

In fact, the established brands (banks, fast food chains, big pharma) are now just another word for unsustainable, unresponsive, untrusted, un-this, un-that, etc.

A Clean Slate Brand is more than just a “new category” for the existing brand. It’s a brand that meets the expectations of the consumer through attributes that “are deeply embedded in their business models and practices from the start.”

As the B2B decision maker’s expectations continue to grow, B2B marketers should look at ways to develop Clean Slate Brands that are unencumbered by the legacies of their existing brands. Find unique niches that they can own and deliver newer and better brand experiences than what would normally be associated with their traditional (tired?) established brands.

That way, if existing brands can not offer rising quality, positive impact or personal expression – or at least the perception of each – a Clean Slate Brand can.

Yes, it is indeed an emotional decision for the B2B buyer and those emotions are often driven by their expectations – which today, according to TrendWatching, are more about rising quality, positive impact and personal expression. There’s a path being driven by consumer trends that we, as B2B leaders, need to be watchful of and take advantage as we guide our companies and their brands in the future.

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