Strategic Brand Building
Friday, November 4, 2011 at 1:52PM Building successful brands is not a one-size fits all activity. Brand building is both art and science, and the method of creating brand strategy is never the same for every brand.
Brand strategy is an obsessive and often the most misunderstood discipline in marketing. It’s of critical importance to know beforehand what will be the most effective strategy for building your brand. Brand owners and managers who desire brand innovation often end up with brand imitation.
It’s very difficult to build a brand that breaks through menagerie of images and messages consumers are drowning in today. Not only must brand strategy differentiate your proposition from others, but more importantly, this differentiation must also be highly valued.
We’re way past the traditional thinking and point of view that brand building is an activity that just gives a product or service a catchy name, snappy slogan, pretty logo, compelling packaging and advertising.
Brand strategy is like creating mythology -- stories people care about and remember. People don’t buy products, they buy personalities and meanings associated with the story of those products. People will only find meanings in brands with personality.
A brand strategy worth investing money in over the long haul has to tap into the emotions and feelings of your target segment in ways that transcend the functional and rational benefits associated with using the product.
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Regards,
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