According to Kevin Roberts, CEO of Saatchi & Saatchi Worldwide and author of Lovemarks: The Future Beyond Brands, the magic is simple and sincere-literally.
On the one hand, brand is about connecting with customers on an emotional level: intimacy, sensuality, and mystery that results in loyalty beyond reason.
On the other hand, brand is a “sacred promise” about improving customers lives. The way in which a company commits to improve customers lives becomes the hallmark of the company. It permeates every facet of communication and and guides every decision of the company.
It starts with a positioning statement which identifies target audiences, hones in on competitors, and pinpoints the businesses most compelling benefit. From this the promise can be formulated.
How clear is your company’s mission statement?
In the B2B world the most important things that set your company apart from the rest are offering reliable customer service and close relationships.
Coca-Cola is the premier example of fullfilling both in their branding. Changes in packaging and marketing have always included “being happy, always sociable, and always part of the local community.” These emotional promices are what have given Coca-Cola their edge–simple and sincere.
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