From the category archives:
When it comes to understanding buyer behavior, one thing that always is taken note of is trends. Brands that set trends such as Apple’s line of products show it is possible for a brand to establish a value proposition that is driven by and in fact, drives style. But how is it possible for a single brand to gain a following that can probably be considered close to cultish? Perhaps the answer lies in understanding the buzz that lies beneath the creation of a herd.
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nnovative, Indispensible, Inspirational. These are the three I’s of an effective Value Proposition. If you want to make your brand work, you’ve got to cater to your target consumers’ needs. We’re not just talking about basic needs here. A product or service can also satisfy emotional and perhaps even spiritual needs. It all depends on how you position your offering.
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No brand is immune to competition. Even market leaders can have their nemeses, and direct competitors keep a company from having the entire pie for itself. In many cases, competition can actually be mutually beneficial, as it keeps the competing parties from becoming too complacent. In always trying to outdo each other, the companies will push themselves to improve their brands and the products or services they carry. It is a welcome cycle that not many businesses want to admit.
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When Old Spice and its advertising agency, Wieden + Kennedy, saw its latest campaign was becoming a viral success, they immediately capitalized on it. Now, not only has the Old Spice Guy, perpetually wrapped in a bath towel and flashing a debonair smile, become a household name; product sales are growing and the company is enjoying a breath of new life in its industry.
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If you own a website, a particular challenge that you’ll face is how you can be found amidst a throng of like-minded individuals who are also grappling for a potential customer’s attention in this free-for-all space. What will make you stand out from the rest? What will set you apart? As trivial as it may seem, first impressions really do last, so look your best the first time. And this is where landing pages, the first thing that they will see, will play a crucial role in your business.
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So the lesson here is that you need to really rethink- especially in older type industries- whether or not what you accept as a true value is a true limitation or is it just a habit. Or maybe it was a limitation that was born from boundaries that your industry had from years ago that is no longer true with newer technologies?
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QT: Blogging Innovation “Joy is BMW – Marketing Innovation or Marketing Failure?” “I came across the following video of a BMW advertising installation thanks to a tweet…”
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Jose Palomino is President of g2m Group, Inc, and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy and technical acumen to deliver insights, leadership and results. In his book, workshops and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
