Tag Archives: marketing

A logo / design and tag line do not make a brand – especially a fashion brand

Yes. They are definitely contributors but there’s a 360-universe that comprises a brand and those elements are only a part of it. A key part of your brand is the brand promise:  what are you going to deliver?  It’s great if you can promise to deliver something no one else is talking about.  My company offers 60%-1,000% return-on-investment.  We back it up with numbers from actual clients.  A promise like this may not have clients knocking down the doors, but they ARE going to remember a promise that breaks through the clutter.

In what used to be called image marketing (such as fashion, liquor, and in the old days cigarettes),  you are often selling a story as the brand promise.  A story that the buyer believes will become their experience if they purchase and use the product.  Ralph Lauren is a master at creating stories that invite you to participate by wearing his clothing.

Below are some links that offer advice on branding for any kind of business (even Tom Fords’ advice works beyond the fashion world).

http://www.manta.com/TOTD/marketing/20140220/tm0h1bq

http://sethgodin.typepad.com/seths_blog/2009/12/define-brand.html

http://www.vogue.com.au/fashion/news/tom+fords+14+tips+on+building+a+fashion+brand,28189


Sandra Holtzman teaches CEO 035: Licensing.

She is the author of Lies Startups Tell Themselves to Avoid Marketing.

GOOD THINGS TO DO FOR BETTER CONTENT

Brandpsych logo

Sometimes we need a checklist to remind us of what is important. In the new world of all things “Content,” let’s review:

➢ Emphasize what your products and services do to satisfy your customers’ wants and needs

➢ Don’t market based on YOUR own preferences and behaviors. Think / Be Consumer Centric! Develop and use the number one communications skill of –“I’m Listening,” which indicates that you care if you act on what you are hearing.

➢ Explore customer behaviors and lifestyles and shopper personas. How do customers self-define their personas?

➢ Have customer data that is not influenced by your mindset. This is the customer era – bottom up not top down.

➢ Rely on onsite research to deliver insights into content useful to customers. What will initiate their discovery that you/your brand can help them solve their wants and needs problems?

➢ Good marketing content begins in imitation and develops innovation. The innovation doesn’t have to benefit those who are not your target market. Create specific strategies to focus mainly on loyal customers.

➢ Create your ideas for interactions by engaged-with potential customers

➢ Plan to answer customer questions in Real-Time (or Close-time). Remember – “I’m Listening – hearing – and acting upon your requests.”

➢ Develop intriguing, fascinating, compelling content that draws consumers into your brand’s world. The sense of discovery will bring attention, interest, desire and action (AIDA still applies).

➢ Trust and transparency in content and actions are critical to maintaining a sustainable relationship with today’s customers

brand content Drawing by Art Winters
Drawing by Art Winters

What do we understand and what can we put to use from this review of some of the key elements of Content Marketing Communications?

Let us know what you think…

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Are you still the sucker you used to be?

New research was just released that demonstrates a big shift in how consumers buy and what influences their purchase. Traditional ads no longer have the same power to shape consumer opinions as they once did. Amazon (the ultimate cost and quality comparison, along with others) influence consumers more than ever.  The studies were based on the “compromise” effect – (see NYT article below for the full story) are probably now saying to yourself, ho hum… and why is this news?  Well, it took a while for the establishment to document what most of us already know and practice organically.  However, some of the results of the study suggest that digital feedback in the digital world allows marketers to see what works and what doesn’t – what messages are influencing customers and which ones aren’t.  And they can make adjustments accordingly…and very quickly.  This is all very well and good, and excellent support (although the writers and researchers don’t see it from the customers’ point-of-view, so they are still missing the point) for my position that customer-focused information and insight right from the beginning…pre- advertising/marketing/PR efforts and spending, is more valuable than measuring what works after you’ve spent all that time, money and effort and then correcting it.

http://www.nytimes.com/2013/12/08/business/theres-power-in-all-those-user-reviews.html?smid=pl-share

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.