Post by Azizul Hakim on Oct 25, 2023 0:34:06 GMT -5
Abrand is like the weather - it's always "some", even when it's not the best. And just as we say "there is no weather", we say "there is no brand". How to measure the strength and potential of a brand? Where to look for its strengths and weaknesses? And how does the presence of the Internet affect the process of acquiring brands?
Kevin Roberts, president of the global agency Saatchi & Saatchi, in the book Lovemarks describes a marketing concept that goes beyond having a good and bad brand. Roberts claims that two values are important in the market. respect and love for products and services. If we put them in Email List combination, we get four segments, which in the book are called accordingly, Before we start building a brand, we must have a product or service that anyone needs. So the first question we need to answer is. who can we help and how? The answer - contrary to appearances - is not so obvious.Most business owners are very focused on their side of the coin. When asked how they can help, they talk about...
what they produce. If they run a massage parlor, they'll say, "I can give you a massage." The restaurant owner will say, "I can feed you." And so on…Meanwhile, none of the consumers suddenly have an epiphany that they need a massage. And if one of them is hungry, they may consider going to the fridge (or the nearest Biedronka) rather than your restaurant (more on the consumer decision-making process below).
How will I feel when interacting with a given brand? This is an element of the customer's decision-making process, especially in the case of homogeneous products (those that are generally identical - such as bank accounts or computers) and services (which are difficult to compare with each other).
For a brand to have potential, the emotions it is associated with should be intense and universal. It is worth noting that they do not have to be positive - a controversial brand builds love just as much (or maybe even more effectively).The universality of emotions lies in their understanding by the widest possible target group, regardless of geographical location or cultural affiliation. Certain patterns - such as motherly love, sacrifice for family or the desire to impress the opposite sex - are more universal than others.
Kevin Roberts, president of the global agency Saatchi & Saatchi, in the book Lovemarks describes a marketing concept that goes beyond having a good and bad brand. Roberts claims that two values are important in the market. respect and love for products and services. If we put them in Email List combination, we get four segments, which in the book are called accordingly, Before we start building a brand, we must have a product or service that anyone needs. So the first question we need to answer is. who can we help and how? The answer - contrary to appearances - is not so obvious.Most business owners are very focused on their side of the coin. When asked how they can help, they talk about...
what they produce. If they run a massage parlor, they'll say, "I can give you a massage." The restaurant owner will say, "I can feed you." And so on…Meanwhile, none of the consumers suddenly have an epiphany that they need a massage. And if one of them is hungry, they may consider going to the fridge (or the nearest Biedronka) rather than your restaurant (more on the consumer decision-making process below).
How will I feel when interacting with a given brand? This is an element of the customer's decision-making process, especially in the case of homogeneous products (those that are generally identical - such as bank accounts or computers) and services (which are difficult to compare with each other).
For a brand to have potential, the emotions it is associated with should be intense and universal. It is worth noting that they do not have to be positive - a controversial brand builds love just as much (or maybe even more effectively).The universality of emotions lies in their understanding by the widest possible target group, regardless of geographical location or cultural affiliation. Certain patterns - such as motherly love, sacrifice for family or the desire to impress the opposite sex - are more universal than others.