Post by account_disabled on Mar 12, 2024 5:23:02 GMT
The narrower the focus, the stronger the Brand” Values, style and belonging are very important, but for a Brand to stand out in the minds of consumers it must identify a problem and solve it with a product or service that is strongly needed. Therefore, in addition to the "why", it must support it with the "how" and the "what". Apple is undoubtedly loved and revered more than any other company in the world (only Nutella did better). However, things have not always gone the right way, because those who "think different" - and stick the apple sticker on their car - buy expensive products that first and foremost solve a deeply felt problem. Customers fell in love with iPod because it could hold 10,000 songs, with iPhone they could have security, peace of mind and simplicity and MacBooks are efficient, light and with an excellent design.
Yet they didn't queue to buy the Apple TV, the Newton or Canada Phone Number the QuickTake camera, just to give a few examples: didn't they feel like different thinkers in that case? Why didn't they queue in front of the shop? They did it only after exclaiming “WOW”: they finally had the solution to their problem from a company they also appreciated for the “why”. If you want to be successful you must know and satisfy your customers' needs, add "why you do it" to increase the effectiveness of the message and your positioning in their hearts. This is what I think, but I'm available to change my mind if you have better arguments: marketing is continuous research, not a science that feeds on formulas or certainties.
Brand marketing doesn't work without the most important element: a category in which you are unique. Categories make brands, not the other way around. When you think of Google, Nutella or Audi you place them squarely in a category where they are unique in terms of features, emotions aroused, price and design. You will never confuse Google with Yahoo, Audi with Peugeot and Nutella with "Ciao Crem" (yeah, you can see here that I'm boomer!). Laura Busche , in the book Lean Branding, says that a brand is “the unique story that consumers remember when they think of you.
Yet they didn't queue to buy the Apple TV, the Newton or Canada Phone Number the QuickTake camera, just to give a few examples: didn't they feel like different thinkers in that case? Why didn't they queue in front of the shop? They did it only after exclaiming “WOW”: they finally had the solution to their problem from a company they also appreciated for the “why”. If you want to be successful you must know and satisfy your customers' needs, add "why you do it" to increase the effectiveness of the message and your positioning in their hearts. This is what I think, but I'm available to change my mind if you have better arguments: marketing is continuous research, not a science that feeds on formulas or certainties.
Brand marketing doesn't work without the most important element: a category in which you are unique. Categories make brands, not the other way around. When you think of Google, Nutella or Audi you place them squarely in a category where they are unique in terms of features, emotions aroused, price and design. You will never confuse Google with Yahoo, Audi with Peugeot and Nutella with "Ciao Crem" (yeah, you can see here that I'm boomer!). Laura Busche , in the book Lean Branding, says that a brand is “the unique story that consumers remember when they think of you.