1) Focus on your customer.2) Showcase what your brand represents.3) Capture your customers’ attention.4) Hold your customer’s attention.5) Put your message where your target market is.6) Be consistent. Repetition, patterns, and long-term memory.

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Apple = Innovation

“Think Different.”Packaging and Design.

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Calvin Klein = Sexy/Sensual

“fresh, woody, or feminine? singular + evocative fragrances

to embrace now”

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Cards Against Humanity = Offensively Humorous

“Cards Against Humanity is a party game for horrible people. Unlike most of the

party games you've played before, Cards Against Humanity is as despicable and

awkward as you and your friends.”

FAQs = “Your dumb questions.”

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Morgan Freeman and Waze

Freeman associates himself and his voice with Waze.

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Geico Gecko

The mascot’s personality reflectsthe personality of the company.

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Joy (the movie)

Joy sells the mop by looking like a normal person who uses mops.

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Avis = We Try Harder.

…than our competitors.

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Nickelodeon Orange = Playful, Fun

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The Meaning of Words Changes

with Different Fonts and Visuals

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FedEx

Subliminal Message:Forward-pointing arrow between the E and the X

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Tostitos Logo = 2 people happily dunking a chip in salsa

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1) Have great content.2) Use consistent keywords to show your relevance.3) Drive them to the next part of your marketing funnel.

Show them something else of interest that is related to your brand!

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Domino’s = Accessible

Marketing is in places where everyday people will see it.

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Rolls Royce = Exclusive

Marketing is ethereal, elite, and exclusive.

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Toyota Tundra vs. Sienna vs. Prius

One brand can have multiple products reaching multiple target markets if

each is marketed separately.

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Sienna

PriusTundra

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Snickers = Hungry?

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Wheaties =Awaken the Champion Within,

Breakfast of Champions

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Folgers

The best part of wakin’ up is Folgers in your cup.

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1) Focus on your customer.2) Showcase what your brand represents.3) Capture your customers’ attention.4) Hold your customer’s attention.5) Put your message where your target market is.6) Be consistent. Repetition, patterns, and long-term memory.

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Tuesday, March 7: Define and Reach Your Target MarketTuesday, March 21: Building Your Online Marketing Strategy

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