Brain-Ding The Strategy: A successful marketing plan has to include BRAIN-DING as the ultimate strategy by Serrano Francisco J

Author:Serrano, Francisco J. [Serrano, Francisco J.]
Language: eng
Format: epub
Published: 2015-11-28T18:30:00+00:00

Differentiate, innovate

It seems so obvious, but we need to mention it and keep it in mind. To innovate and differentiate is one of the main attractions of our brand, which is usually the hook, to get customers involved. It is the wow factor—something memorable that sticks in people’s heads.

We need to decide how we want to differentiate ourselves so that our brand succeeds and we can stand out.

Competition is one of the components we need to keep in sight when declaring our differentiator. There is a never-ending list of products, services and brands, and there are thousands and thousands of people willing to consume them. To gain a spot, we need to analyze the strengths and weakness of our competitors to determine where we can make a difference. As we already said, there are many ways in which we can step away from the ordinary; maybe by using unusual techniques. The key is bringing out the unexpected. One of the greatest examples is the Hans Brinker Budget Hotel in Amsterdam that took advantage out of its weaknesses and positioned itself as the worst hotel in the entire world. No hotel (or any company for that matter) wants to be the worst—they all brag about their great features—and that’s exactly why the Hans Brinker stands out. Because it is the only hotel advertising that way, and that attracts.

It can also work to launch a product that has always been thought of as being “for” one demographic towards another very different group, or to use formats that break entirely with the established patterns.

Creativity is what makes all of it possible. The simple fact of being creative is an aspiration of many, and integrating that into our campaigns can make a brand very attractive.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.