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I just read this (again from legendary Seth) and it reminded me of something I know but lose track of in day to day activities.

– There are measurable (in $ terms) marketing investments for driving revenue and sales

– There is also a portion of investment for building a brand and shaping perception of the brand, which is sometimes forgotten or at times ignored

They are both important (although not always equally, as it varies for each brand and business). It is easy for a CEO or CMO to say we want both, but a lot of thinking and planning need to be done to come up with strategies, priorities, roadmap, transformation plan and timeline. We are also not living in a world where things happen step by step like in a chess game, everything is happening in a thousand miles simultaneously. So focus on the goals and objectives, keep moving fast but always find time to take a step back and think and revaluate.

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We have a surplus of similar brands, with similar brand positioning, similar marketing messages, making similar brand promises, selling at similar prices, with similar quality.

AND

There is a surplus of similar agencies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar ads, with similar prices and similar quality.

*Inspired by Kjell Nordstrom