The brand strategy and sales
"The mark. Brand value. With the idea that there is, from where, today, the Force of Marketing. "Marçal Moline.
The mark, in that what we repeat, is what we really have. Our brand is what differentiates us, as our product or services are equal to those of competitors. Everything else are our competitors, and possibly more.
The brand, which has difficulties to create is a feeling that is done, or that need to be strengthened and must be changed. We must have a constant on our brand.
How to give a different personality to your brand
For the true personality of the company be broken up and the rest is shaped from important care staff that makes up the company.
The companies that succeed will have to operate from different locations, fun, effervescent markets, and in this situation of constant change is where the creative talent of the mark, which is the sum of the talents of individuals who compose it.
Tom Peters, one of the gurus of the corporate management of United States at this time gives us some points on which to create a corporation to settle curious, and I would add a corporate brand with real personality.
Why customers do not buy my (wonderful and innovative) product?
Undoubtedly this is one of the questions most frequently are the executives of innovative companies. Unfortunately, in many cases the answer is "because your product does not provide any significant benefit" or "because they're fatal mistakes in strategy or execution of your marketing."
In other cases the answer is less obvious and has to do with the fact that any new product means a change and the dislike of its potential customers to bear the costs associated with this change. The process of adoption of innovation has been studied since the'60s and formalized in what is known as diffusion models by academics such as Everett Rogers, who in his book "Diffusion of Innovations" describes how an innovation spreads through the various user profiles (as defined in part by their propensity to take risks) and the variables that influence the distribution (relative advantage, compatibility, complexity, etc.)..
With Advertising … Your product is born.
A product does not exist until it begins to make the quickest way is by advertising in all its forms, from simple advertising flyer through card sales, product presentation, the spread of word-of-mouth, in so all are.
At first it requires a great effort to make their product as fast as possible to as many people. This can only be achieved with a positioning campaign in the mass media, newspapers, radio and television.
The products and services when they begin to come alive in the minds of potential customers without neglecting aspects of handling graphics, public relations and marketing.