Brands need to let go and let the consumer in. Kim Larson, head of Google's BrandLab, shares six secrets on how brands can find new, rewarding engagement with their customers.
No matter how carefully calibrated, it's challenging for the machinery of a large corporation to make a brand sound cool to a 20-year-old. To meet this challenge, marketers are opening their brands to customers and discovering ideas that could never come from inside their office walls. In this new paradigm, brands need to open the door. Kim Larson, a brand building expert at Google's BrandLab, works with more than 100 global brands each year. They share their fears, failures, goals and successes. As part of the Engagement Project, she shares how letting go can lead to new, more rewarding relationships.
Kim Larson, head of Google BrandLab, believes creating content calls for both new thinking and new structuresâin marketing departments. Larson, who helps more than 100 global brands each year develop digital strategies, explains how the first step in creating great content is building a winning team structure.
These are just a few questions that can be answered* on the new Think Insights with Google, our information and resource hub for marketers. The site is fresh out of beta and sporting a playful new look, helpful tools, more studies, the latest trends and exciting videos. We invite you to visit the site, take a look around and see what’s new.
Compelling data. Big ideas. Creative juice. Put Google research and insight behind your thinking.
Digital innovation continues to propel the marketing industry forward, and the pace is mind-blowing. As marketers, we rely on data, analysis and insights to stay informed and inspired. Think with Google is our way to share all of this and more with you.
Think of us as your resource for everything from high-level insights to deck-ready stats to useful tools. Here you will find the data we’re exploring and the trends we’re tracking along with forward-looking perspectives and behind-the-scenes looks at digital campaigns — across industries, platforms and audiences. We hope you find it helpful and visit often.
Today at Google, the Think with Google team known for The Google Think Quarterly has launched its next project: Think Insights.
In an effort to position itself as a thought leader, Google’s Think Insights (formerly in beta) is a one-stop shop for consumer trends, marketing insights and industry research. The site includes statistics, a research library including videos and infographics, planning tools, and a section for emerging digital trends.