Eight Principles Of Brand Marketing
1. Everything about brand marketing is contingent. There is no black and white, no ‘always’ or ‘never.’ There are only likelihoods and probabilities.
2. “All the money in the world spent on feelin’ good.” People buy things they believe will make them feel good. Whether they are buying soda, a dress, a cell phone, a car, or a house there is an unconscious calculation: Which of these options will make me feel best per dollar?
3. The most fundamental objective of brand marketing is to achieve fame. Fame is an unequaled business advantage.
4. Advertising is the most expensive, but most reliable way to achieve fame. There are many ways to achieve fame. Advertising is the only one you can buy your way into.
5. Successful brands have elements of singularity. There are novel characteristics of all successful brands that are immediately recognizable.
6. It is more important to create brand preference than brand love. Most of the people who buy a product do not “love” it and never will. Spend your time and money accordingly.
7. It is wiser to target too broadly than too narrowly. Suppositions about who our customers are are usually simplistic and often wrong.
8. All advertising is brand advertising. Every ad will create an impression of your brand regardless of your intent.
“These are ideas I’ve evolved as a result of spending way too much time thinking about this stuff. They’re the best I can do. They may seem odd in relation to the literature we usually read about brand marketing, but that doesn’t mean they’re wrong. I hope they’re helpful.”
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