| In the media crazy world in which we
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| | Imbue
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| live, when Nike presents a new tag line,
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| | an advertisement with human traits, and
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| or Mr.
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| | consumers are more apt to remember it. It
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| Potato Head rises from pop culture
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| |
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| purgatory to represent a modern version
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| | worked because we were able to tell a
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| of the
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| | better story.Is USP the Answer?But is USP
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| Jolly Green Giant, advertising becomes
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| | a cornerstone for stealing share? I think
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| big news. In the dog-eat-dog world of
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| | not. It is the antithesis of brand
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| fast
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| | objectives. Purchases are not
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| food, the business community clamors to
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| | intellectual activities. They ARE
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| snatch small gems of marketing wisdom.How
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| | emotional ones. Few
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| does this help us steal share? Does it
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| | consumers walk the market aisles armed
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| work? Has the game changed? Years ago,
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| | with the latest copy of Consumer Reports.
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| brand was loosely defined as a "promise
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| |
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| to the consumer of a perceived value."
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| | No one picks the products or services
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| Corporations have spent billions of
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| | they consume as a result of a "T" chart,
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| dollars building brands, books have been
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| | neatly
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| written, and articles have been
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| | plotted with the pros and cons of
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| published. Marketing experts told us that
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| | purchasing. And this brings me back to
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| brand was
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| | the
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| the most important discipline in today's
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| | beginning.This is why Nike is still
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| advertising arena. Yet customers have
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| | news. Is the Nike athletic shoe better
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| spent years telling us that brand was
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| | than its branded
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| not working.Traditional BrandingIf
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| | competitors? Is it worth four times the
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| traditional branding worked in the manner
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| | cost of its generic copycat? Does it make
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| in which it was designed, you would
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| | you
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| expect that there would be a sizable
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| | run faster, jump higher, and land a
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| discrepancy in price between generic and
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| | multi-million dollar place on a NBA
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| branded products. You would also expect
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| | roster? I
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| to see robust margins in branded
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| | think we can all say that it is none of
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| products and a distinct consumer
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| | the above. Consumers pay a market
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| preference for the promise of value that
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| | multiple
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| the brand
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| | of FOUR to have the logo on their shoes.
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| delivers. However, what we see is great
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| | Nike is confident that they will do the
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| similarity in products, and hardly a
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| | same
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| national
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| | for anything else they decide to
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| brand exists that is not competing in
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| | brand.If you want to steal share, your
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| the arena of price.Consider the history
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| | brand must recognize that every purchase
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| of the brand story. It started as a means
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| | a
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| of product identity and
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| | consumer makes, no matter how small,
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| differentiation. It did not take a
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| | holds within its nucleus the DNA of self-
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| rocket scientist to understand the
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| | description. In this complicated and
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| basics. If the
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| | crowded world, where social and cultural
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| consumer had a good experience with a
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| | identifications have been dashed on the
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| product or service, then he/she might
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| | rocks, real brandface is recognizable and
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| look
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| |
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| for that same brand the next time he/she
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| | indisputable. Show me myself, not as I
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| needed it. Brand managers understood
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| | am but as I wish to be and I will buy it
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| the need for consistency of look and
| |
| | every
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| feel. It made life easier and made sense
| |
| | time. In fact, I will feel incomplete
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| of
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| | without it once I know it exists. In the
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| choice.But the marketplace was not
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| | face of a
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| nearly so crowded in those days. When
| |
| | crowded marketplace, it pushes the
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| David Ogilvy
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| | competition under.REAL brand BRANDS the
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| helped make Hathaway a respected brand,
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| | customer, not the product. It actively
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| it competed with a small group of other
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| | tells the customer
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| national brands, and an even smaller
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| | who they are when they use it. Does it
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| group of generic no-name shirt
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| | work? Ask Nike.Tom Dougherty
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| manufacturers. Agencies at the time
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| | CEO, Senior Strategist at Stealing
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| discovered that if you created a brand
| |
| | Share, Inc. Tom began his strategic
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| image
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| | marketing and
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| for products, sales increased.The
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| | branding career in Saudi Arabia working
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| Crowded MarketEnter the creative
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| | for the internationally acclaimed Saatchi
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| revolution of the 60's - a time when
| |
| | &
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| advertising for inanimate
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| | Saatchi. His brand manager at the time
|
| objects started with an infusion of
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| | referred to Tom as a "marketing genius,"
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| human attributes. If the creative team
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| | and Tom demonstrated his talents to
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| thought of
| |
| | clients such as Ariel detergent, Pampers
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| the product in human terms (modern,
| |
| | and
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| forward thinking, etc.), the advertising
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| | many other brands throughout the Middle
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| seemed more effective.Soon the market
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| | East and Northern Africa. After his time
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| became more crowded as more messages and
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| | overseas, Tom returned to the US where
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| choices vied for the
| |
| | he worked for brand
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| consumer's mindset. Unique Selling
| |
| | agencies in New York, Philadelphia, and
|
| Proposition (USP) was incorporated into
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| | Washington, DC. He continued to prove
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| the
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| | himself as a unique and strategic brand
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| mix. Couple human attributes with the
| |
| | builder for global companies. Tom has led
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| latest in product benefit and branding,
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| |
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| as we
| |
| | efforts for brands such as Procter &
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| now know it, was launched.Brand worked
| |
| | Gamble, Kimberly Clark, Fairmont Hotels,
|
| but not because of the human attributes
| |
| | Coldwell Banker, Homewood Suites (of
|
| called desired brand image.
| |
| | Hilton), Tetley Tea, Lexus, Sovereign
|
| The advertising was more effective
| |
| | Bank,
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| simply because it was more memorable.
| |
| | and McCormick to name a few.
|
