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Aside from the most common brand marketing strategies, there are a few alternative tactics companies use to create an emotional connection. Attitude branding involves marketing a larger feeling that's associated in the minds of your customers about your business. This is one of the 4 P's of Marketing: "Positioning". This feeling isn't necessarily associated with your products or services. In fact, it may be totally irrelevant. It's all about a particular feeling, lifestyle or personal identity. Let's consider Nike. The Nike brand is about much more than just shoes. To the company's customers, the swoosh logo signifies the healthy, athletic and independent lifestyle inherent in the brand motto, 'Just do it.' The Nike brand epitomizes this attitude. Other major iconic brands such as Coca Cola and Apple do this too. With attitude branding, your brand contributes to the consumer's sense of identity and self-expression. What feeling would you like your customers to experience by thinking about and using your product? No-Brand Marketing Another alternative strategy many companies use recently is the branding of no-brand. What this means is that the brand is made conspicuous through the absence of a brand name. While it may sound counterintuitive to do this, the results can be very lucrative. An example where this worked particularly well was the company Yellow Cap of Venezuela, which made itself a popular brand through nothing but, as the name suggests, yellow caps. Japanese brand Muji does the same thing. 'Muji' literally means, 'no brand.' By eschewing branding and flashy design, the company not only saves itself money on advertising, but also appeals to the segment of the population that goes for high quality and low price, and doesn't care about brand name.
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STRATEGIES FOR
MARKETING YOUR BRAND
Interactive Brand Strategy
A good marketing strategy is interactive and engages the customer
Engage your customer whenever they’re looking for information
Provide information they need when and where they need it
Integrate all marketing channels
All strategies need to be backed up with strong SEO
On social media have someone respond to comments and questions
Track analytics and monitor behavior
Interactive Brand Strategy (cont’d)
Attitude Branding
Attitude branding involves marketing a larger feeling
Examples: Nike, Coca Cola and Apple Contributes to the consumers’ sense
of identity and self- expression
No-Brand Marketing
The brand is made conspicuous through the absence of a name
Results can be very lucrative Examples include ‘Yellow Cap’ of
Venezuela and ‘Muji’ of Japan
Word Of Mouth
Best brand marketing strategy is to focus on recommendations
Word of Mouth can be more powerful than the best advertising
Effective as the recommendation is coming from a trusted source
Name Is Everything
The name conveys a great deal of information
The best names are short and punchy
Examples include Dell or Starbucks
A good strategy is to use a nonsense word
Examples include Dreamworks, Yahoo, or Pepsi
Be Flexible and Stay Current
Your branding strategy should be flexible
Listen and pay attention to market changes
Activity
1. What customer problems are you looking to solve with your brand?
2. Take a look at some good examples of marketing strategies and identify why they work so well.
Let me know if I can helpMike Saunders, MBABusiness Strategist | Marketing Fanaticwww.MarketingHuddle.comwww.Linkedin.com/in/MikeSaundersMBA
