Tags |
|
|
Links |
|
|
Casual Articles - Branding, Positioning and Differentiation
A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad. So how is any writer supposed to pen a stunning piece of advertising copy -- copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad.KNOW THE BASICSAll good advertising copy is comprised of the same basic elements. Good advertising copy always:G
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the “social” one, the “rebellious” one or the “athletic” one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
In Japan, Honda is known as a motorcycle company that dabbles in cars. In America, it’s a car com
Bars deliver a huge youth orientated audience, which is increasingly difficult to reach through traditional media channels. An incredible 77%* of 18-19 year olds and 86%* of 20-24 year olds visited a pub, bar or club at least once in the last year.They are central in UK society and lifestyles, where they play a variety of roles depending on the type of venue, its location and d?cor. Over recent years there has been a massive change in the marketplace with a definite shift from the old traditional pub to more branded chains targeting different consumer needs.The Managing Director of Luminar, the largest operator of licensed venues in the UK, was quoted as saying “It was an ab
Though they may look the same, they’re not. Just ask their parents. Even as newborns, they could tell them apart, and as they grow up, they’re distinctions become ever more pronounced. This is why we don’t give twin babies the same first names.
In the business world, this idea would seem to carry over as the foundation for a common sensical approach to branding —that different products need to be different brands with different names. However, the only thing common about this sense is that it’s all too commonly ignored in the hopes of cheating risk and the possibility of failure.
Overextended brands are like overstretched rubber bands
Everyone’s heard of a company called Kraft. “Hey, those are the cheese people.” Yep. For years, Kraft and cheese were synonymous. It was a Corporate Branding with a position competitors would have been hard-pressed to erode had company brass been content in their cheesiness. They weren’t. Like many companies blessed with strong brands, Kraft began to think their brand name was invincible and that any product introduced under its banner would dominate their markets simply because of its name. So, Kraft began offering jams, jellies and mayonnaise among other things.
The numerical truth about Kraft’s brand extension strategy
Ohio-based Smucker’s owns 35% of the jams and jellies market. Kraft has 9%. Hellman’s mayonnaise has 42% of the mayo market. Kraft has 18%. The plan for equal domination didn’t quite work out as planned. Despite its dominance in the cheese market, Kraft was relegated to bit player status in these other categories. Their strategy of trying to leverage a great brand name into being all things to all people resulted in few real winning products.
Why doesn’t being all things to all people work?
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the “social” one, the “rebellious” one or the “athletic” one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
In Japan, Honda is known as a motorcycle company that dabbles in cars. In America, it’s a car comp
When you plan to shift your house, local packers and movers comes out to be the best choice. Local transportation services are available within the 60 to 90 km radius of the city. They enhance the work of shifting in a very easy and reliable way. Some domestic packer services are available within the city but you should look at the benefits and the services these packing companies provide.The consumer should look at the point that these services are economical, cost effective and reliable. The services should be within the budget of local people and suit their needs and requirements. Pack and Move Company guarantees the cost factors analysis of goods for packing and moving. Its
Overextended brands are like overstretched rubber bands
Everyone’s heard of a company called Kraft. “Hey, those are the cheese people.” Yep. For years, Kraft and cheese were synonymous. It was a Corporate Branding with a position competitors would have been hard-pressed to erode had company brass been content in their cheesiness. They weren’t. Like many companies blessed with strong brands, Kraft began to think their brand name was invincible and that any product introduced under its banner would dominate their markets simply because of its name. So, Kraft began offering jams, jellies and mayonnaise among other things.
The numerical truth about Kraft’s brand extension strategy
Ohio-based Smucker’s owns 35% of the jams and jellies market. Kraft has 9%. Hellman’s mayonnaise has 42% of the mayo market. Kraft has 18%. The plan for equal domination didn’t quite work out as planned. Despite its dominance in the cheese market, Kraft was relegated to bit player status in these other categories. Their strategy of trying to leverage a great brand name into being all things to all people resulted in few real winning products.
Why doesn’t being all things to all people work?
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the “social” one, the “rebellious” one or the “athletic” one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
In Japan, Honda is known as a motorcycle company that dabbles in cars. In America, it’s a car com
Disasters can come out of nowhere. Giant thunderstorms can appear without a moment's notice, knocking out telephone and power lines. A bad dinner at a local restaurant can have a member of your staff flat on their back with food poisoning. Open up your collateral material only to discover that it's not what you packed. How do you compensate for these potential catastrophic situations?Your key to success is advance preparation. Many challenges can be addressed using your common sense and creativity. But implementing those solutions can be tricky.Advance preparation can make the difference between success and failure. By starting well in advance of your trade show, you'll be a
The numerical truth about Kraft’s brand extension strategy
Ohio-based Smucker’s owns 35% of the jams and jellies market. Kraft has 9%. Hellman’s mayonnaise has 42% of the mayo market. Kraft has 18%. The plan for equal domination didn’t quite work out as planned. Despite its dominance in the cheese market, Kraft was relegated to bit player status in these other categories. Their strategy of trying to leverage a great brand name into being all things to all people resulted in few real winning products.
Why doesn’t being all things to all people work?
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the “social” one, the “rebellious” one or the “athletic” one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
In Japan, Honda is known as a motorcycle company that dabbles in cars. In America, it’s a car com
Let’s face it. Not every business person is a marketing expert. Sure, you’re great at plumbing, moving, or appliance sales, but that’s where it ends. After all, you have an accountant, insurance person, financial planner, and perhaps an attorney to guide you in those areas you are not familiar with. So why not admit that you are also uneducated when it comes to promotion and advertising? Now, was that so hard?Look at your YP budget. It may be 1000’s a month. Therefore, with a $25,000 annual investment at stake, why take chances? It’s not just the money, it’s the future of your business. Let’s review just a few of the problems with YP advertising that you have to deal with:
Why doesn’t being all things to all people work?
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the “social” one, the “rebellious” one or the “athletic” one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
In Japan, Honda is known as a motorcycle company that dabbles in cars. In America, it’s a car com
You know in reviewing the Enron 401K program there was nothing wrong with it. The only real negative was that they had to hold the matching funds until age 50. The program had lots of options and it was structured great. Actually it was a model program for a modern day corporation.The stock options were the problem. Everything else was good. It was probably better than most Vanguard or Fidelity programs with low fees or worse off some annuity with hidden fees, penalties and restrictions or an Annuity Insurance Company which files bankruptcy leaving you high and dry.The 401K at Enron was fine really, progressive and better than most. The stock matched was free so big de
In your family, you may have been the smart one. If you had brothers and sisters, there may have been the “social” one, the “rebellious” one or the “athletic” one, too. And invariably, those attributes seem to stick with a person throughout their life, often regardless of whether they change.
In Japan, Honda is known as a motorcycle company that dabbles in cars. In America, it’s a car company that dabbles in motorcycles. Despite the fact the company is equally prolific makers of both, the two different markets have Honda pegged as either/or. One name, one product. Burned-in and branded for life. This is because motorcycles and motor vehicles are two different product categories. It proves that conquering multiple different categories with one brand name doesn’t work. Rather, companies who wish to expand into other product areas, or a first product area for that matter, need to do so by using a strong brand identity as the foundation of its marketing strategy. Either that or create new product lines that somehow relate to your old product line, such as cheese companies putting out a line of pre-made cheese and cracker snacks. What Ritz did with Mini Ritz sandwiches, Kraft could have easily done by focusing the product’s marketing slant on the cheese in the cracker.
So what do you do with a brand once you have created one?
Those responsible for the brand defend the integrity of the brand and build on it. Just as Barbie dolls have for decades while Ninja Turtles and Cabbage Patch Dolls came and went. The Barbie brand recognizes the niche it fills in the toy industry—dolls with interchangeable clothes. Nothing else. Of course, refreshing a brand is completely necessary over its lifecycle. Barbie has a way of doing this built-in to its product—changing clothing styles. As the times change, so do Barbie & Ken’s wardrobe. But that’s just one way a brand remains strong through the years. Survey any industry, and you’ll find that long-term successful brands have at some point had to reinvent themselves along the way—like automobile companies of today in the beginning stages of moving to alternative sources for energy. This is the same thing that successful magazine
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.casualarticles.com/article/8100/casualarticles-Branding-Positioning-and-Differentiation.html">Branding, Positioning and Differentiation</a>
BB link (for phorums):
[url=http://www.casualarticles.com/article/8100/casualarticles-Branding-Positioning-and-Differentiation.html]Branding, Positioning and Differentiation[/url]
Related Articles:
Office Chairs; Out with the Old in With the New
What Does Your Brand Smell Like
Bookmark it:
|