有时候天真是件好事! We often find ourselves getting stuck in a box we are unable to break out of due to the surplus of knowledge that we have gained throughout the years. Marketers often need to break free from the clutter of little pieces of knowledge that are the basis of their strategic thinking. In turn, they can see the real opportunities for radical growth.
It’s important to be internally honest about the problems and challenges facing your brand so that they can be swiftly and effectively addressed. This allows room for a more focused approach to your branding. By starting with a central challenge and building outwards, your business will be able to lay the foundations for the strategic thinking that follows.
作为一个企业, success comes once you gain a clear sense of who you are, 你的企业是什么，它为什么存在. 的se three concepts should be projected as an identity with intensity, consistency and salience. This will allow your consumers to notice your brand even if they are not looking for it.
的re are two brand leaders in every category. 的 市场的领导者 who holds the biggest share and distribution, and the 思想领袖 who has the most perceived potential in the consumer's mind. 思想领袖ship is your ticket to greater brand loyalty and an increased market share.
Successful brands are those who understand the importance of interrupting the autopilot of consumers and causing them to rethink the place of your brand in their lives. By creating campaigns and ideas that capture the indifferent consumer's imagination, your company is sure to become a top-of-mind brand and a leader in your category.
What a company chooses 要做 is just as important to their success as what they choose 不 要做. Focusing more narrowly on the audiences and mediums best for you is what builds a brand identity.
Success is a product of calculated risk; this is just as true in marketing as anywhere else. You must choose a direction and actively commit your resources to that direction. When methods don’t work it’s essential to understand why and have the resources dedicated to determining this is integral to growth.
的 use of communication to reach out to current and potential consumers continues to be one of the few remaining sources of competitive advantage. It is essential for a company to stay socially relevant, giving them a relational gift when connecting with its customers.
Success is a very dangerous thing– causing brands and people to stop behaving in the way that made them initially successful. 的 principle of becoming idea-centered versus consumer-centered encompasses how a brand maintains its momentum once it has become successful. Here we move the organization from being consumer-dependent to focusing on the generation and implementation of ideas. 的se ideas constantly refresh and renew the relationship with the consumer.
Challenger branding seeks to place smaller brands into the competition with larger brands. 职业NBA篮球运动员, 引用威尔特·张伯伦的话说, “每个人都支持大卫, 没有人支持歌利亚.” It remains a goal for Stimulus 广告 to continually support challenger brands and encourage their action in the marketplace.
For more information on leadership and challenger branding, see 吃大鱼 亚当·摩根.
