What comes to mind when you are asked to think of your favorite fast food or beer or car or mobile phone? Invariably the first brand that comes to your mind is the brand that has created a To-of-Mind awareness in your mind.
Top-of-mind awareness is defined in Marketing Metrics as “The first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured.”
For any business, this is a powerful concept but one that rarely makes its appearance in a brand strategy or plan. Thinking about and working hard to create that top-of-mind awareness in your prospective customers should be on top of any marketing agenda. It is quite a difficult task and one that takes knowledge, know how and imagination. Continue Reading
For small business owners who struggle to get to grips with digital marketing, my first recommendation is to seek out and attend digital marketing shows or events. Understanding the bigger picture and getting familiar with the world of digital marketing is quite critical to applying it successful to your own business.
I remember a talk I had with my daughter a few years ago. She came to me complaining that she was finding Physics subject difficult to deal with as the complexity increased. I told her to put aside the current topics that were being taught at school and that she was finding difficult and to read a book on advanced Physics. I told her it would make no sense to her and she would probably find it a night mare to get through the pages. Continue Reading
In a recent post on launching your clothing line brand, one of the most critical elements of a brand that I wrote about was Brand Value Proposition. Most businesses do not really understand or are not even aware of this concept. Understanding it and applying it to your business will help your business ascend to the next level.
Because of the sheer volume of product and service providers in virtually every market category, most businesses are now commoditized. The competition in every segment is fierce and because the customers have so much choice, it would be quite fatal to believe that customers would beat a path to your door and buy what you are offering. Continue Reading
With over 15 years of branding building experience, I am writing a new series called “Launch Your Brand” where I explore the various steps involved in envisioning, creating and launching a brand in a particular market segment. The series will also examine the aftermath of the launch and delve into promotion, marketing, traffic, conversions and profit facets of the equation.
In this first series, I take up Clothing & Fashion lines and labels. The reason I chose to start with exploring how to create and launch a clothing line is because over years I have worked with many clothing brands and helped them launch to success. It is an exciting process and my agency has become some what of an expert in this field. Continue Reading