Branding Skills, Sweet Enough To Be Chewed Over And Over!
Marketing students, as well as, marketing professionals continuously educate themselves on the theories of the 4 Ps of marketing i.e. Product, Price, Place (distribution) and Promotion. However, how many of these practitioners really know the worth and technicalities of implementing these strategies in each division it is specialized with to better brand a company.
Brands should start focusing on how effective their own call to action is, when it comes to effectively growing the business. It is natural that a detergent brand would need more spills; making the consumer feel that spills and stains are good. Once the consumer starts feeling that spills are good, more detergents more wipe offs, which will get them audience penetration. Many brands have gotten so involved with promoting this call, that they feature kids playing in mud or sports to promote their detergent, posing it as an innovative open mind decision.
Moreover, media channels such as newspapers, TV, Radio can be another way for businesses to deliver these campaigns. With the increasing literacy levels, increased investment in media and improved economic status of people, the business of branding and marketing has transformed over the last 10 to 20 years. The more exposed people have an increased aesthetic sense to seek for high quality products through these media outlets. Consequently for the brand promotion, media reliance comes as an obvious part. If brands penetrate more with the vibrant and most attractive reality shows, for instance American Idol, Fear Factor, America Has Got Talent, it will sell the brand packaging more than ever. The more creative part can be to link ad elements with the most motivational aspects of the shows to grab the audiences of these shows.
Researches have concluded that for controversial brands, such as family planning products for conservative and remote societies, focus group discussions, seminars and companies actually visiting institutions, rural towns and conferences, have proven to be more effective than mere TV ad display. Many audiences simply shy away from TV ads or bulletin boards, and due to this the campaign remains useless. In general, for a product, if the brand thinks the target audience isn’t being received through the conventional methods, they should rely more on interpersonal methods.
As a strong branding strategy, target audience segmentation is important. The mistake of taking the audience segmentation as just a list of characteristics of how similar a group of people may look, eat and work, fails as the only tactic when it comes to the majority of brands. The segmentation of behaviors and attitudes is demanded in our present day society. This sort of branding strategy is no longer a parochial society where people’s beliefs and thinking followed the same pattern. Rather in the modern setting, each individual needs personal satisfaction and comes up with defining personal trends every second.
So brands GEAR UP your brand and begin catering to more personalized versions of audience demands. If successfully executed, the consumers will definitely find your portfolio sweet. Branding must follow the research of behaviors to attract more customers and understand exactly what they want and need today as well as in the future.
Your Fellow Virtuosos,
Cynthia G. Peacock
