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Archive for the ‘The new era of marketing’ Category

Establishing Top-of-Mind Awareness (TOMA) is the main objective of successful branding that any marketer hopes to achieve. Bottom line? The brand must provide the consumer with an exceptional experience!

The more experiential you can make your brand… the more:

  1. Memorable
  2. Unique
  3. Compelling

…it will be. Hence, the more TOMA and brand loyalty will be created towards your brand!

Think of your favorite fast-moving-consumer good (FMCG) brand. Why is that specific brand so memorable and important to you? How does it make you feel when you consume that brand? How accurately can you describe that brand? 

The answers to all these questions will indicate that consumers establish concrete associations with their favorite brands. These associations are often sensational experiences (ie. how you experience the brand with your senses). The specific sensational stimulus (of a brand) that is most attractive to a consumer and creates a positive impression on him/her about the brand, gives that brand an edge… a unique selling propositions!

The human senses include: sight, sound, taste, smell and touch (tactile feeling). Of all these senses: “sight” and “sound” are most often used in branding and especially in marketing communications. What about the other remaining senses? (Smell, touch and taste). For example: When you think purple… you will probably think “Cadbury’s”!

Taste might be little bit more difficult to integrate with the marketing aspects of different types of products. It is, however, well utilized in promotional in-store displays: often seen as food taste-testing-tables (excuse the alliteration) of new food-products. But image trying to give a taste test of a new lavender-aroma bubble bath brand (excuse the alliteration once again).

That leaves us with smell and touch. According to Dr Stoll in Ask Dr Stoll Bulletin Board (BB) regarding Aromatherapy, “The most direct highway to the brain is through the nose and sense of smell.” Another source, Alan R. Hirsch of the Smell & Taste Treatment and Research Foundation, Chicago, “The quickest way to change a mood state… quicker than with any other sensual modality… is with smell.” He concluded that specific odors can have drastic effects and cause changes in your mood. This phenomenon therefore gives us a tool to link consumers emotionally with brands!   

According to M. Lindstrom, author of Brand Sense , “Consumers use all their senses to experience a brand and the sense of smell emotionally affects humans up to 75% more than any other sense. Yet 83% of all brand communication is to the eyes alone.”

The “Stopping Power” that a signature smell can create is very strong and very influential. What woman can resist the crisp, clean Axe (formally known Ego) deodorant smell? Who can walk past a display of imported coffees or special handcrafted soaps without picking it up and having a free whiff of the promise that brand gives?  

According to “Aromaco”: If aroma is a fundamental characteristic of your brand, put it to work! Research shows that for many products the smell is the primary factor in consumer decision making – product efficacy is often assumed. So communicate the characteristic that influences consumer choice at the point they make that choice.” (see www.aromaco.co.uk)

 

The newest addition to Television sets are 3D TV sets! (Already improving the “sight” aspect of the product). Now imagine if we able to SMELL the programs and advertisements on TV’s in the future (“Smellovision”?). The selling power that a tantalizing smelling brand commercial would be able to provide will be enormous! Imagine being able to smell that sizzling Steers steak burger or that Radox Revitalize body wash commercial on the TV!   

The recipe for establishing a successful connection (emotional) between a brand and consumers?…

 

The more senses involved in communicating the brand, the stronger the connection. Once this connection has been established as a positive one, the consumer will be more likely to buy the same brand again in the future.

It has also been proven that people/consumers react stronger positively, based on the signals received by the nose than by visual signals alone. This is due to the fact that a sense of smell connects strongly with the consumer’s emotional response rather than his/her logical/rational response.

The more senses we incorporate in marketing communication strategies, the more memorable and desirable our brands will be perceived by targeted consumers.

So… Does your nose know? Yes… spaghetti bolognaise for dinner, topped with Ladysmith strong cheddar cheese with freshly cut basil and a splash of extra virgin olive oil (… and its your favorite)!

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When we talk about attributes that make a specific endorser a perfect fit for a certain brand we look at the TEARS model:

– Trustworthiness: The degree to which an endorser is loyal, honest, believable and has a sense of integrity. This will dictate how much consumers will trust the endorser, and consequently also the brand he/she endorses. 

– Expertise: The amount of expertise the specific endorser has about the specific brand he/she endorses and that is perceived by consumers. This makes their opinion and advice about the brand more credible to consumers

– Attractiveness: It has been proven! Even babies are more fascinated with attractive people than regular looking people. Choosing an physically attractive endorser to represent your brand will capture the attention of consumers and improve the chances of switching their brand preferences to the brands that the endorser represents.

– Respect: The way that an endorser lives his/her life and their personalities, values and morals will help to win the respect of consumers (both for the endorser… and the brand he/she endorses).

– Similarity: The more the endorser resonates with the target market, the more attracted they will be towards his beliefs; opinions and perspectives seeing that they associate themselves with him/her.

A good brand endorser must therefore be:

  1. Credible (Trustworthiness + Expertise)
  2. and Attractive (Physical Attractiveness + Respect + Similarity) 

In the same way we can use these attributes to result in successful marketing strategies that help us to achieve our objectives (weather it is personal branding success or actual product branding success). 

Personal branding success:

We are all brands in our own right. And we have control over the development and success of the brand-image that we project. The world around you, the people in your life, but most importantly your own personal experiences helped to mould you into the unique brand that you are today.

BUT… you have the power to control this brand that is U!

Thus: consumers favor certain brands because of the “TEARS” of the endorsers that represent those brands. In the same manner the people around you: friends, colleagues, employers and businesses will view and judge the image that that you portray about yourself in terms of these “TEARS”-concepts.

You have to build on the “I”-brand credibility and attractiveness in order to win the hearts and the minds of clients, colleagues and employers.

– To be Trustworthy is a non-negotiable characteristic needed in any employee, CEO or the everyday man.   

– Be an Expert at what you do. Make sure that you grow and excel in your knowledge and experience on a specific topic/interest that you have. Thus: “Know it all” about your field and “do it well”. Stay up to date with evolving topics and technologies in your industry and build connections with other knowledgeable mentors. Successful business people are people who are not only trusted, but they are known for doing the best job in their industry/business. BUT: Being an expert does not only refer to being in a position to delegate. Active involvement in your field of interest will further improve the sense of credibility others will perceive of you.

– Be Attractive: This does, however not only focus on physical natural attractiveness as much as it focuses on being “presentable”. How do you talk to clients? How do you answer your phone-calls? How do you appear to your colleagues and friends? How do you respond on emails? “Dressing” yourself for the position you envision for yourself is a very important part in the process of achieving personal branding success. The more likeable you are to others, the more they will take your words to heart.

– Respect is one of the quickest ways that you can build or destroy the “I”-brand. The way you live your life, your philosophy on life and the actions you take on the things that you believe in, will win the respect of others around you. The brand that promises everything, but fails to deliver on those well-meant promises will loose the respect of consumers. Even though it is important to communicate your philosophy and objectives to others… it is even more important to deliver on those promises. Also very important: Respect others as you would like them to respect you.

– Similarity: The more consumers can relate to aspects of a brand-image… the more they will be attracted to the brand and the attributes that it provides to them. The more others can relate to you or find ways to resonate their experiences with yours, the more they will trust your opinions/expertise on a subject. Do not make yourself unreachable to others: work with an “I am one of you” attitude and embrace others’ opinions and ideas. More knowledge can still be learned from others even when you believe that you know everything about a certain subject. No-one is ever done learning!

These basic principles will add to the success of any personal marketing strategy. Consider this as a way to create an “I”-brand that is unique and successful: resulting in personal marketing that brings “no-TEARS” … only SUCCESS!

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What is the secret behind brand success?  

According to Chris Hilicky, Author of “May I have your attention please?”, the secret to brand success is much closer to us than we realize….

What makes a brand unique? Every successful brand has a unique quality(ies) that sets it apart from any other brand competing against it in the same category. This brand is differentiated in a way that enables consumers to instantly associate it with a very specific brand-image, status or emotion.

But what/where does the inspiration come from for such a unique selling proposition? It is evident that generic brands vastly exceed the number of unique brands in today’s competitive business climate. Even if a (new) product with a unique benefit is produced, it can easily be copied by competing businesses in an everlasting fight for market share. Not only do you have to fight the competition, but you have to provide consumers with something that will add meaning to their lives. The trick is: finding something that inspires you; that cannot be easily copied, but still provides unique benefits and values that all (most) consumers can appreciate and relate to.

Like our own identities, our own fingerprints… every unique brand has a “fingerprint” that cannot be replicated by any other brand, even if they try! A person’s identity is formed as a result of the experiences he/she has and the events in their lives that shaped them. Every person has a unique story to tell, that story is yours and no-one else knows how to tell it better than you! Every person is therefore a unique brand in his/her own way. Chris Hilicky believes that “branding is ultimately all about stories and storytelling. The best brands are based on the true stories of our experiences, filled with the human qualities that we can all relate to and believe in.” People cannot be duplicated… and neither can their “fingerprint”-life stories.  

True-life stories are the main foundation of this “fingerprint” branding technique. People naturally gravitate towards “real-life” facts and stories because it is perceived as credible, trustworthy and unique. These three qualities form a very important part of a brand’s “success recipe”.

Most marketers will agree that there is no “recipe for success” when it comes to branding. We ultimately still have to work with extremely dynamic variables in the process of creating a successful brand such as ever-changing consumer preferences, new and improved technologies, diverse marketing trends and improved competing strategies. For these reasons, a story that is unique; real and unknown to anyone except you, will provide you with a better opportunity to create a unique brand.

According to Chris Hilicky the following steps are crucial in the process of creating a unique personal brand:   

  1. Know your own true stories, experiences, and life-changing events in your personal or professional life.
  2. Determine what’s important to you based on your stories. This will reveal your values and beliefs.
  3. Translate these values into a corresponding look, sound and feel that no one else can copy, because it’s your story not theirs. This will result in your authentic and unique brand that gives you the competitive edge in life for greater success – no matter how you define it.

May I have your attention now, please?… Yes, you may!

Chris Hilicki (Nashville, TN) is founder and Vice Chair of Dalmatian Press, one of the U.S.’s most successful children’s book companies. Formerly a scientist and now a publishing leader, she regularly speaks before industry leaders, live television audiences, and large conventions. Chris has been interviewed for Forbes, Inc., the Wall Street Journal, Southern Living, and Publishers Weekly and has appeared on television shows as an expert on building brands through the use of personal identity.

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