Originally, I wanted to write a blog about brands that build hype and do it well. But then I thought to myself how it’s much more interesting to ponder the brands that have so much power and brand equity that they don’t even have to build hype.

Every marketer’s dream is that there is a silver bullet for marketing. One strategy that increases brand awareness, drives quality leads and drives them immediately. But we all know that just isn’t the case. Marketing requires ongoing strategy and a constant commitment to achieve your goals.

For seasoned marketing professionals, knowing and understanding your customers and prospects feels more like marketing 101. Having worked with many corporations throughout the years, I’ve observed marketing and communications staff tend to have a high-level understanding of who their customers are, and some have a better understanding than others.

Customers no longer want to be sold. Customers want brands to address their passions, pain points and help them achieve their goals. They want meaningful, relevant and timely content they can relate to. But how do brands truly deliver on this?

Admit it, if it weren’t for social media giving you daily reminders about people you went to college with, you’d forget half of them even existed. Well, take notes because the same goes for marketing your business on social media!