During transformation from a caterpillar to a butterfly, imaginal cells appear within the caterpillar and grow to form a community of cells. They recognize each other, bond together and create communities. Once the communities are strong enough, they form structures that become a butterfly. The caterpillar body becomes a soup that nourishes the growth of the butterfly.
This amazing transformative story is not dissimilar to what happens to perceptions of a brand through digital marketing. Even older and stoic brands can embrace new audiences by leveraging creativity and positioning to differentiate their brands online. Not only a source for direct leads and sales from Search Engine Optimization (SEO) and Pay-per-Click (PPC), digital marketing allows your brand to touch prospects in ways they want to be reached via blogging, social media or email marketing.
These additional and affordable touch-points within your marketing and sales process can add to the prospect’s decision-making with entertainment, information and a one-on-one storytelling approach. It allows communities of fans to group together and share their enthusiasm for brands, products and services. Your brand takes on the Voice of Customer (VOC) through engagement. Often, this audience can be a source of product/service innovation.
The story of imaginal cells, butterflies and branding can be taken a step further. Where one butterfly is a miracle of cellular community, the swarm of migration can also symbolize the strength of a brand through a collective community, based on the behaviors of individual constituents. Thus, the Monarch butterfly has become the symbol for Brand4Market.