Creative Operations, Marketing Workflow, Marketing Project Managment

This article by Renate Sandland Henriksen originally appeared on our Alliance Partner, Brandmaster's Blog and we wanted to share with our readers. Your brand is a living, breathing thing, which means it’s constantly changing. It’s also very susceptible to external factors like news, trends, and current events. Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand.

This article by Ola Norman, International Head of Sales at BrandMaster, an IOI technology alliance partner, provides information we think our readers will find interesting. The automotive industry is changing and customer buying patterns are shifting with the power of digital and visual experiences revolutionising the way customers, research and purchase their vehicles. According to Guy Schueller, Automotive Industry Director at Google, the reality is that today’s consumers interact more with a brand online than they do in person with 95% of vehicle buyers using digital as a source of information and twice as many starting their research online versus at a dealer.