Increasing competition and an online audience with a decreasing attention span, make it a challenge to find the best and most cost-effective way to market your business. Throw in the fact that many industries are dominated by large companies with huge marketing budgets and the task can seem overwhelming. But thanks to the internet, every business has an equal opportunity to share their story with people they are trying to connect with.
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By now, you’ve probably seen the rude Save Ralph short by now, if it’s not a good time to keep an eye on it. In a kind of mockumentary, it tells in almost four minutes the story of a rabbit named Ralph, who works in a laboratory that tests cosmetics on animals. This one has caused a stir in the public and generated millions of views. But why has ‘ Save Ralph ‘ gone viral compared to others?
It has been more than 100 years since animal testing became popular and although the subject is not new and many organizations fight every year for this practice to be banned globally, no campaign has had a global reception like the one now led by Humane Society International , (HSI).
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Within this series, we’ve learned the importance of a brand guide along with consistent brand messaging, and come to understand the elements of connection along with the need for a defined target audience. These are the foundations for building a strong brand identity within your market.
The question to ask yourself now is this: Do you want to own and operate an average restaurant or do you want to own and operate a memorable destination – despite the current COVID-19 pandemic?
Creating differentiation
To stand out in the crowd and not be branded as just an average restaurant or bar, you must also have differentiation. Each consumer in the market values factors that differentiate one brand from the next in their own way, so you need a defined target audience. Differentiation gives your bar or restaurant brand greater importance to a defined target audience because they can resonate with it and integrate it directly into their own lives.
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How many times have you purchased an item after seeing an Instagram post promoting it? How many times were you impressed by a new restaurant in town after watching an Instagram story featuring its delicious meals being consumed by a famous person you are following? These are all different ways through which brands have been utilizing the visual platform for marketing purposes.
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There are times when you go in a hurry and don’t even remember where the bathroom is or where the store you are looking for is located. This is changing for many users of Google Maps, as Google has announced more than 100 new functions for the application, among them the one that has attracted the most attention is Live View. This tool will give you directions in augmented reality for closed spaces such as shopping centers, airports and train stations.
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