Strategic Brand Marketing


We speculate that Strategic Brand Marketing improves the customer experience through improving organizational performance. Improving organizational performance is a strategy for increasing business performance. Strategically, when we increase organizational and business performance through integrating generations; we in effect create a bridge over the generation gap. Bridging generations is authentic Strategic Brand Marketing. Most Brands target one specific generational demographic ignoring an entire market, that we propose to include. Take Telstra, for example; eliminating all generations except the Digital Generation in their Brand Market Strategy is costing big shareholder value.

Most people think of a product when they see a Brand (Monger, 2007). Branding is therefore a symbol of the entire organization’s marketing strategy. Market share, in black and white leads the organizations image, like a face in the crowd. The face that stands out in today’s crowd transforms market share into Brand equity, into Return On Investment [ROI], and creates a leading organizational Brand. Leading Brands therefore assume to have more brand equity and are more profitable, with larger market share. Market share increases with inter-generational integration for Brand awareness. Brand consciousness and Brand awareness therefore provide higher Brand equity, higher ROI, and higher market share. As sharing is caring, Strategic Brand Marketing achieves market status edge when organizational performance is high performing.

Organizational performance by definition is achieved through the total sum of organizations behavioral dynamics, and sense of belonging. Our sense of belonging runs deep within Individuals and is explained through in-group out-group Social Identity Theory (SIT). The social organization makes individuals feel like they belong to the organization through positive behavioral dynamics. Behavioral dynamics improve when the individuals identity is aligned with the organization’s identity; and this develops strong member-stakeholder belonging, symbolic of the total sum of shared corporate meaning. Shared meaning can be manipulated using Psychoanalysis to influence organization positive trickle-down. Trickle-down shapes meaning top-down and the shadow bottom-up through the organizations’ social networks, within and without; strengthening or weakening the Brand identity.

The organizations social networks support members’ sense of belonging and psychological connectedness, providing a social identity which influences Brand equity. Brand equity therefore increases through unconscious comparison with other Brands and organizations’ entirety. The organizations reputation develops through Brand equity and the organizations social identity actualizes Brand performance potential. Brand potential increases through opportunities to build Brand commitment.

The corporate Brand therefore as a product, not only provides social identification, and psychological connectedness for organizational members, but it provides shareholder Brand equity. When Brand equity elicits and enhances positive feelings associated with reputation, ROI actualizes performance potential through emotional feedback loops. 

Identity, Branding, and Age

Emotional feedback loops mediate Brand perceptions of the entirety of the organizations’ social environment and behavioral dynamics. The behavioral dynamics and social environment create experience, of which embeds the Brand experience emotion. Brand experience emotion translates psychological perceptions of structures, product, place and relationships into feelings associated with Brand identity. Strengthening Brand identities therefore, not only produces a transforming effect on an organization it increases Brand equity. Therefore conscious transformation of an entire organization is possible through manipulating Brand marketing and social identities. Social identities develop members and shareholders through shared sense of belonging to the organization, and to the Brand.

Brand belonging symbolizes the shared meaning total sum; which can manipulate the Brand identity through the social identity. The social identity can be manipulated through the organizations’ social networks. The social networks can be manipulated through positive emotional contagion. Positive emotional contagion improves organizations reputation, Brand equity and actualizes performance potential, increasing ROI.

Organizational belonging, reputation, potential, brand equity, and ROI improve through positive emotional feelings developed through the social identity. The social identity is empowered by organizational choice, Brand awareness. Brand awareness therefore mediates marketplace choice through generation demographic targeting.

Targeting only one specific generation, as previously argued; eliminates market capitalization. Increasing market capitalization through understanding generational functioning is strategic Brand marketing. Brand market strategy recognizes emotional and cognitive functioning between generations and integrates differences to increase market share. Research into emotional and social functioning understand that as we chronologically our motivational needs change. Our motivational needs change across the life-span. Socio-emotional Selectivity Theory argues an effect associated with perceived Time Left in Life influences our motivational needs..

The Time Left in Life effect influences a cognitive emotional intersection midlife determining our feelings of social belonging, and organizational connectedness. In simplistic terms younger people feel different about our social identity than older people, and therefore have different Brand awareness. Brand awareness can be understood therefore through socio-emotional motivational differences that explain how our social identity influences our emotional regulation. Emotional regulation associates Brand awareness as either enhancing our mood or providing food for thought.

Strategically inter-generational cognitive-emotional processing that considers Brand equity, and Market position creates a chronological ageing positivity effect that not only enhances mood, but challenges our thinking as to how we lived without it.

Understanding Cognitive-Emotional Processing through a Dual Psychological Process

Dual psychological processing has often been used in research to understand conscious and unconscious psychological processes that increase Brand equity. Brand equity is driven by emotional and cognitive processes. Cognitive process is logical, and subject to bias and prejudice; while emotional process is heuristic and spontaneous. Spontaneous elicits principle accuracy, and autonomous processing that leads to cognitive evaluation. In simplistic terms the emotional response elicited from Brand recognition shapes the perceived Brand equity.

To increase Brand equity, we simply increase our desired emotional response that will shape a particular way of thinking. To increase market share, we simply increase our desired emotional response that will bridge generational differences for a particular way of thinking. Inter-generational thinking therefore is the outcome we start with and work backwards, forwards to manipulate and enhance our Brand marketing strategically. The steps between are called interventions and are generally applied through Brand therapy, and Organizational Psychoanalysis.

Ms Kylie Prince is a Corporate Psychoanalyst who helps corporations, and investors build Brand equity through strategic Brand marketing. Kylie can be contacted by email or by phone +61 4 3248 5427.