One of the prerequisites of marketing a new brand is to determine it’s position. According to Al Ries and Trout’s bestselling book, Postioning – The Battle of Your Mind in 1982, position stratergy is an organised system for finding a window in the customer’s mind, based on the idea that communication can only take place at the right time and under the right circumstance. A few steps should be kept in mind while determining a market positioning. 1. Analyse your competitors and their offerings- This helps in analysing gaps in the market and filling them. 2. Drafting a position statement 3. Identifying what is unique to your own product. 4. Identitfying your competitors positioning. 5. Testing the effectiveness of your brand positioning. Good brand positioning should be clear. Your audience must not misunderstand or be confused as to your offerings.
A segment of people who care as much about a brands values as it’s products.
This segment of people are increasing growing more and more relevant.
They stay loyal to a company that according to them is doin the right thing, even if their product might be sub par. They would be likely to try to persuade their peers to buy into these brands. Being active users of social media they are likely to activate their views of the brands they love or dislike. Corpsumers don’t hesitate in paying a premium amount for products of brands they believe or support a cause they believe in.
Comparative advertising has been defined by Wikipedia to be an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. It is different from parody advertisement, where a non existing product gets advertised to be made fun of.
Comparative advertising is generally related to negativity and various stories have linked this form of advertising as having a negative impact on the brand and its conception to consumers.
Take for example the recent Patanjali ad campaigns attacking Lux, Pears and Lifebouy soaps. They’ve been injuncted by the High Court.
Their ad campaigns were laced with negativity and could have a negative impact on their brand image. Asking people not to use chemical infused soaps like the celebrities and edging people to stay away from certain brands.
This hitting below the belt advertising should be used as last resort or not at all.
Inbound marketing cannot be ignored today. But what is it really? Many go to claim that Inbound marketing is the same as content marketing. But it is much more that that. It’s adverse to interruptive marketing that pops up everywhere on the internet and stalks us every point of our internet experience. Inbound marketing is that which builds trust in the brand. It genuinely engages a propective client by peaking attention and providing something the client is interested in. Content marketing is a major part of this since it provides sought after information of a prospective client. It improves SEO and SERP ranking. Social media is another offset of Inbound marketing. By genuinely engaging with customers and maybe posting content that might turn viral companies can leverage social media for marketing. Inbound marketing can be hard and takes time. But it is a necessity today.
Instagram stories, feeds, websites, Facebook, trolled with ads, constant remarketing at every step. Does it lead to conversions? What do you think?
First hand experience of it. Yes it does!
How can you not be tempted when you see an ad of a new lifestyle brand, or new night wear brand or a brand selling quirky gifts constantly repeated everywhere. Click, like or view them for long enough, you will find them as it feels, hounding you at every step of your social media and internet experience. How can you not fall prey and give in.
Millenials today spend most of their time at work or during their free time hooked on a computer or a mobile device with connectivity.
How far can you run from digital advertising? Not a step of the way!
Sometimes cliché ideas and simple ideas are mistaken to be the same. In fact, they couldn’t be more different. Cliché ideas are those that are over used a million times. Those that are repeated time and again. Simple ideas need not be cliched. They can be good simple ideas as well. But cliché ideas are seldom good due to the fact that they’ve been over abused and beaten down.