MAKING A STRONG POINT IN YOUR COMPANY’S BRAND POSITIONING IS KEY FOR ITS UNDENIABLE APPEAL WITH POTENTIAL CUSTOMERS.
Positioning in brand marketing was recognized by Ries and Trout’s book, which was filling an open position in the minds of customers. This open position is how you define and distinguish your company’s brand business in the marketplace to compete. The key is making your brand positioning count in the minds of potential customers. Continue reading “WHY BRAND POSITIONING IS IMPORTANT.”
WHAT CUSTOMERS SAY SPEAKS VOLUMES ABOUT YOUR BRAND MESSAGE.
How much of what you say about you business or organization’s offering reflects what your customer believes? This is a critical question because it can represent what you stand for in the marketplace and ultimately your brand’s appeal. Too often when we establish the quality and strength of what our company’s brand message represents we overlook how the customer perceives it.
Sure we do research on our company’s product for customer reaction and viability to sell but how much of that is accounted for when we state our company’s brand message? Today more than ever with the advent of social media having a brand message that speaks from the mindset of customers is how you get buy-in and evangelists.
These brand evangelists are your best and loyal customers who get the word out about you in various new ways from Facebook, Twitter to Instagram and Yelp. It’s even better when these customers recognize the vision of your brand’s offering and shares the benefits of its appeal. Continue reading “IS YOUR BRAND BEING SPOKEN FOR?”
THE NEED FOR SMALL AND LARGE COMPANIES TO LOOK OUTSIDE THEMSELVES FOR A REALITY CHECK IN MARKETING THEIR BRAND’S PRODUCTS AND SERVICES.
It is very hard when you start a business or create a product to not get caught up in developing every aspect of its existence. This can become a day in and day out job that constantly focuses on executing everything from research, testing, packaging and ultimately branding for the marketplace. Continue reading “OBJECTIVITY IN DEVELOPING YOUR BRAND APPEAL:”
HOW YOUR BUSINESS AND PRODUCT’S BRAND DEVELOPMENT BECOMES YOUR BABY.
At the beginning of every company’s product or service inception there is an offering. This is the nucleus of what you sell and the driving force behind its survival. The quality of this is ultimately what you stand for as a brand and your development of that becomes your baby. Continue reading “BEING UNDENIABLE.”
THE UNFAIR ASSUMPTIONS OF PROFILING AND STEREOTYPING CAN BE SETBACKS FOR PROGRESS IN AMERICA’S EVOLUTION.
America in its most densely populated areas is changing. It is much more multicultural with most of its growth coming from the immigration of Hispanics and Asians. These in addition to the nation’s second largest racial and ethnic minority, African Americans, you now have majority-minority populations in major cities across the country. Continue reading “THE PROBLEM WITH PROFILING AND STEREOTYPING”
WHAT A BUSINESS OR ORGANIZATION’S BRAND REPRESENTS TO COMMUNITIES IS JUST AS IMPORTANT AS WHAT THEY ARE SELLING.
If you’re a business that sells products or an organization that provides a service to communities your brand needs to offer more than that. The quality of your product or service offering is important to people because it is what they buy and identify you with as a brand. This quality should mean something to them in their lives. That’s where they can either love it or hate it. Your brand identity is what people recognize, remember and when they get to know you better from repeat purchases can support a relationship. Once a relationship is established then they form an opinion on your brand to share.
The key here is “to share” your brand’s identity, which can be very positive if what you represent matters beyond just your monetary gain. In whatever type of business or organization you are there is value in it also representing a positive impact on people’s lives and their communities.
Your brand’s business can represent a product that is a preventive cure to a popular deadly disease or your organization’s brand service can represent the safety and protection of communities. Each of these are obvious reason why someone would think your brand matters to them and their communities, but what if your business or organization doesn’t represent those particular things?
Well let’s look at how your business or organization’s brand’s identity could represent something that matters to their customers and communities. It really comes down to what your company’s product or organization’s services does that makes a difference in the lives of your customers.
People care about the brands of companies and organization’s products and services that can represent the following:
- Purpose in what you provide that addresses real needs and issues. People like brands that help meet real dilemmas in life and this can include dealing with a lot of things from education, career, money, family to housing, food, health, security and success
- Understanding the problems people can have in their lives and provide solutions. This is where a brand’s sensitivity comes in to play with people by helping to solve their criteria for wanting the best for their families and communities
- Supporting something that is much needed and important in life. Your brand should count in the minds of people based on what it stands for with the challenges in the growth of their lives. Be remembered for this quality of your brand’s offering
- Recognizing what can make a difference in lives. Does the quality of your brand’s offering contain something that is undeniable in the lives of your customers? If you can confirm this then your brand obviously makes a difference to people
People buy brands for many reasons but the ones that matter stand out not for what they cost but how important they are in their lives.
GOOD MARKETING MESSAGES TODAY IS BEING AT THE RIGHT PLACE AT THE RIGHT TIME AND BEING A NO-BRAINER.
As much as I appreciate marketing messages in advertising that entertain and make you think, today it’s their context that can make them the most effective. What I mean by effective is that you act or respond to the messages based on the circumstances and situation in which you receive them.
Our behavior today from lifestyle habits through online and offline media channels provide opportunities with the right offer to act on a marketing message. But the right offer has to be a no-brainer. We can be intrigued by something, which I believe happens when an ad is appealing and gets our interest, but to close the deal and get someone to act, it has to truly affect who’s in control. Continue reading “BEING IN CONTEXT.”
WHEN IT IS IMPORTANT FOR PEOPLE TO AGREE TO ACHIEVE A CONSENSUS.
In our life experiences we as individuals have been put in situations where we are part of a group or team that has to make decisions together. We may not realize it at the time but our input and participation is important to the group and consequently affects the outcome of the decision. Continue reading “WHY HARMONY IS NEEDED.”
CONGRESS AS WELL AS CORPORATE AMERICA MAJOR BRANDS AND PRODUCTS HAVE TO REALIZE A DIVERSE AMERICA AFTER THE 2012 ELECTION AT THE DECISION TABLE.
It’s clear after the 2012 election that we have turned a corner on the new voice of the American people. Minorities, women, youth and independents spoke out and their opinions could not be denied in spite of the defeated Republican Party claims that they “speak” for America. Continue reading “NOW WILL WE ALL JUST GET ALONG?”
GETTING BEYOND: THE SHOCKING, FRIVOLOUS, OBNOXIOUS, FORGETTABLE, IRRITATING, MEANINGLESS AND GOD-FORBID FAKE ADS FOR GOOD ADVERTISING.
GETTING AN ROI (RETURN ON ADVERTISING)
With marketing budgets being scrutinized today for ROI, advertising has been taken out of its primary position. A lot of that has to do with alternatives today and an apparent concern that advertising isn’t necessarily the answer. Worst of all based on some of today’s advertising solutions there is a big push back to whether it is accountable, giving way to it becoming devalued and something people don’t trust or feel good about spending money on. Continue reading “ADVERTISING DOES HAVE SOMETHING TO SAY”