As a Marketing Manager, if you want your product to succeed, you have to “get inside a consumer’s head.” You have to dig deep, get to know everything about them, their “needs” but more importantly their “wants.” Find the problem they are having and and present your product as the solution, in other words use psychology to make them realize that they have a “want.”
Branding can be as frustrating and counterproductive as a hammer designed by a committee, or as simple and effective as a couple of smart people understanding how the customer comes to trust and prefer a company or product. Branding requires digging into the organization and either defining or re-enforcing the way the value of the enterprise is expressed.
Just like a flu shot, a brand needs regular check-ups to ensure the brand identity is strong and healthy. Here is marketing’s chance to get ahead of the symptoms before they cause lasting damage. This is where the brand audit comes in.
Knowing how to fix a business-related problem is hard enough, but the task is exponentially more difficult if you don’t know what your problem is or where it starts.
Awareness and persuasion should not be either/or. The best brands do both with the same budget. Every effort to generate awareness has the potential to leverage brand positioning, and positioning is essential in persuading prospects to buy and buy again.