A marketer should create a unique perception through his marketing communication of being a leader, without worrying about the product.
And the best way to create a unique Perception is to choose a unique category, and be first in it. If there is already someone in that category, make a subcategory and be first in it. Similarly Brands like yours will keep creating subcategories to be the first in it. And In every subcategory, there will be finally 2 brands at top. But whatever rank you are in -1 or 2 or 3, your communication strategy should not overlap with that of 1st or 2nd, but should be different (or opposite) from leader or 1st.
You should create an impression that you are 1st or best in one particular feature and that particular feature should be focussed and exclusive to you.
Plan your communication strategy for long term perspective after studying Market trend and not fads
with complete knowledge of competitor's capabilities.
Execute the communication plan wholeheartedly at one go like a masterstroke deploying as much resources as possible and not in small steps.
The result of the marketing communication may be positive and very positive at times but don't let that make you arrogant. Also, at times, you will fail, but that is part of every communication. Accept it. Don't get disheartened by the bad press you get as a result.
For everything you get, you are going to lose something. But you have to do cost/benefit analysis Same goes for line extension as well. You can extend the brand but limit it. In communication, Even if you are talking negative things about your product, but if you are open, customer will give you a thumbs up. Believe in Karma!
(Summary of 22 Immutable laws of Branding)
You should create an impression that you are 1st or best in one particular feature and that particular feature should be focussed and exclusive to you.
Plan your communication strategy for long term perspective after studying Market trend and not fads
with complete knowledge of competitor's capabilities.
Execute the communication plan wholeheartedly at one go like a masterstroke deploying as much resources as possible and not in small steps.
The result of the marketing communication may be positive and very positive at times but don't let that make you arrogant. Also, at times, you will fail, but that is part of every communication. Accept it. Don't get disheartened by the bad press you get as a result.
For everything you get, you are going to lose something. But you have to do cost/benefit analysis Same goes for line extension as well. You can extend the brand but limit it. In communication, Even if you are talking negative things about your product, but if you are open, customer will give you a thumbs up. Believe in Karma!
