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.
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.