Marketing, for all the current complexities of delivering the right messages to the right consumers, is really a very simple activity. I’m reminded of a cartoon where two brain surgeons are operating on a guy’s head and one says to the other “don’t worry it’s not like were doing marketing”.
As much as marketing folks like to lament the complexities involved in quantifying ROI for their efforts, marketing will always be centered on the simple premise of creating demand for products and services. Closing the sale and earning advocacy is another matter. Like the old saying goes “you can lead a horse to water”.
Within the marketing sub-discipline of brand strategy, development and management, the principle is simpler still — make sure the target consumer’s perceptions are grounded in a singular idea they highly value and can’t easily obtain from somebody else in the category.
In any category, scarcity is a valued commodity. If your product or service brand is not highly valued and in abundant supply from a variety of competitors, you better have the lowest price. Of course, in a commoditized world, any price will be perceived as too high. Let that not be your brand.
Where the magic happens.
Continues @ http://www.brandingstrategyinsider.com
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