The strength of one’s brand lies in its ability to demonstrate its capabilities, communicate successfully with customers and stakeholders, and display personality and authenticity. And according to recent studies, there is certainly no better way to accomplish all of this than through imagery. For these reasons, traditional and digital marketers continue their trends toward visual content to gain consumer attention. In 2016 more than 51 percent of business-to-business marketers made visual content creation the priority for their campaigns. The trend continued as 74 percent of social media marketers consider visual content essential for their campaigns. To make sense of visual content importance, Merritt and Gary start a two-part series about the impact of visual information on brands on The Brand Ambassadors. They start with still imagery and call on photographic experts John F. Williams and Laura Lakeway to help explain the artistry and communication impact of visual imagery.
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