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Articles
To change a brand takes more than a change of logo
If and when a company changes its brand then everyone, and we mean everyone must be made aware of why the company has changed its branding. In this article we explore the importance of involving your most important asset ‘People’ in the process of brand change. TAKING STOCK OF YOUR BRAND ASSET (the real value of a brand comes to the fore when it is for sale)
Forget the advertising behemoths such as the federal government, the big retailers and the motor-car manufacturers, the big, big spender in advertising over the previous 2 months was from a brand most of us (well those living outside Queensland) have never heard of. In this article learn how a company is building a brand to aid in its sale and what can be learnt . . . Why you need to segment to catch your customers - 'A fisherman's tail'
These days more than ever before, your customers are being bombarded with - and exposed to - competing messages across a broad spectrum of media. So how can you as a marketer, make sure that your 'bait' is what the market wants or is looking for?
Answer? Simple. You need to feed them what they are hungry for. If you want to catch a rainbow trout you don't cast with a hook and sinker. If you want to catch a large salmon you don't drop a fly over the side of the boat. And you certainly won't catch any fish (other than the odd hungry flathead or European carp) if you try and use the same bait or tackle to lure every variety or fish. Learning better marketing from the cycling industry
In his recent article (Prance Amstrong and Sydney’s two wheeled tribes) in the Sydney Morning Herald, Matt Buchanan segmented the Australian cycling market into motivational segments in order to ‘paint a picture’ that readers could relate to – in exactly the same way that we ‘paint a picture’ of our Clients’ customer segments for them to market to! Are you putting your customer at the centre?
If you better understand what motivates their buying needs and choice criteria, you’ll almost certainly have a better understanding of how to provide the answer or solution they are seeking. The Changing Face of Business
Many business managers and owners fail to notice the changes taking place in their own business, their market and their customers. As a result, they no longer communicate the right signals to potential customers or those who are not familiar with the changed circumstances of their company. A positive business outlook starts with a positive future vision
As we see definite signs of a recovery in the local economy, it is timely that as a business you take a positive approach to the future and set about defining your vision. Marketing Myer. (Marketing as a IPO tool)
Myer is not the first brand to use advertising to promote its public listing to retail shareholders.
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