by | Jan 18, 2011 | Blog

A brand is a collection of perceptions 
in the mind of the consumer.
The sum total of each customer’s 
experience with your organization.
The investment into the Perceptions 
your consumers have about your 
product or service.

Perception is Reality. Stark Reality.
People tend to stay away from empty restaurants while they regularly line up and wait in the freezing cold to “get into” a popular club, which in some cases may be empty inside, hence creating the perception of scarcity and popularity with their “artificial” queue.

Existing perceptions about Quality and Price are part of the scarcity perception:

  • Quality is never cheap.
  • You get what you pay for.
  • If it is expensive it must be valuable.

As marketers we must work with the existing perceptions our audience holds about our products and services. Changing those perceptions takes a long time, great amounts of money and a very good idea communicated in a very creative way!

by | Jan 13, 2011 | Blog

Reaching your target audience with your message remains the most expensive cost of doing business today. Those that do it whilst building their brand are turning this expense into an investment. An investment into the positive perceptions their customers and prospects will retain about their products or services in their hearts and minds.

The internet, application of technology to the science of marketing (email, CRM, etc),  media fragmentation and the advent of Social Media have all contributed to lowering the cost of marketing communication, especially for SME’s. It is now easier than ever to reach your target audience, but more challenging to get your message understood, which is why clarity and creativity in marketing are a necessity for your business survival.

Enhanced by Zemanta

by | Jan 12, 2011 | Blog

The One Page History of Marketing

by | Jan 8, 2011 | Blog

History of Branding