How IBM’s The Weather Channel became the 8th most trusted brand in the US Building brand utility with over 420 million users through relevance, influence, and humanity
ClickZ Daily: Oct 25, 2022 |
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| Good morning! There’s nothing worse than getting caught in the rain when the forecast promised sunny skies. And when it happens, what do we do? Complain about the weather forecast constantly getting things wrong and ruining our day. It seems remarkable that a weather channel could be well trusted. But IBM’s The Weather Channel is defying expectations and currently sits as the 8th most trusted brand in the US! This matters a little when you’re planning whether to bring an umbrella. It matters much, much more when you’re dealing with life-threatening hurricanes. Take a look at The Weather Channel’s journey to build brand utility with over 425 million users through relevance, influence, and humanity with Randi Stipes, VP of IBM Brand Marketing and CMO at The Weather Company. Team ClickZ The ClickZ Marketing Masters Podcast Season 2 is now live! Tune in on our website and wherever you get your podcasts, including Apple, Spotify, Google, and Amazon. Don’t forget to subscribe! |
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Brand utility Benjamin Broomfield "Our latest brand health metrics study showed a 7.4% lift in brand favourability and a 7.7% lift in people saying The Weather Channel helps them make an impact on their community, and the world around them" |
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Metaverse Sofia Papadopoulou In a new age of experience-driven web, brands need to expand their tools for engagement into a technology-driven palette. What are the key guiding principles to ensure success? Read more |
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| Email Marketing Kath Pay It's time to move past ineffective practices that keep your email program from achieving your goals. Read more |
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| Loyalty Benjamin Broomfield Azlan advocates for a model that moves away from measuring products and services in individual channels, toward measuring success from a customer perspective. Download now |
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| Strategy Benjamin Broomfield "Different countries have different formats, down to individual clauses. American terms and conditions tend to be around 10 to 15 pages, whereas in the UK it is around two pages. So that's what we call localization.” Read more |
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Marketing Masters Podcast |
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Loyalty Benjamin Broomfield Azlan advocates for a model that moves away from measuring products and services in individual channels, toward measuring success from a customer perspective. Download now |
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| Brand awareness Benjamin Broomfield Throughout change, it’s important to keep in mind your differentiators and what customers love about you. Where possible, you should aim to keep these constant. Download now |
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| AR & VR Benjamin Broomfield "Part of looking at misconceptions is looking at best practices. One of the biggest is that AR is not scalable, is hard to create, and is expensive. This is not true. It is extremely scalable." Download now |
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