Tag Archives: Customer

Brand must represent higher ideals

English: A schematic illustrating the evolving...

English: A schematic illustrating the evolving relationship between the firm and its customers via the marketing orientation, which includes the introduction of a new marketing concept, customer enrichment marketing. (Photo credit: Wikipedia)

How brand marketers can be more successful.

Increasing your value to people requires insight to be out ahead of the customer’s stated needs and connecting with their unspoken aspirations and dreams. This is what people really care about. The products / brands that best represent these higher ideals are usually the ones that reshape categories, change people’s behavior and lead markets.

If you’re discounting your prices, you’re not leading anything
Only market leaders command premium pricing. There can only be one leader. Everyone else sells on functions and price. And in an over-crowded marketplace, where there is abundant choice, any price is too high. You can’t grow your value discounting your prices. Nor can you increase your prices without providing the equivalent or greater “use value” people are dreaming of and waiting for.

Moving up the value chain implies more than a fair exchange
It’s no longer enough to meet customer quality expectations. Today, everything is good. Good = the same!  To thrive, enlightened business leaders will focus less on urgent transactions and more on creating scintillating, dramatic, unique, relevant and transformative experiences. Experiences people love. This will always involve innovating new crazy ideas that provide far more “use value” than customers pay in cash value. This is the over-looked source code to customer advocacy.

From our friends at Branding Strategy Insider.

De-Clutter your branding

Brand-Timeline Portrait

Brand-Timeline Portrait (Photo credit: ballookey)

Your biggest competitor in the marketplace is clutter. Attention spans are shrinking, people are fatigued by marketing messages coming at them from everywhere and on every device… attention spans are shorter, media channels are ever changing. One could argue now that people don’t care about brands, and they really don’t want a relationship with a brand — unless they get a discount.

If your company/product/brand no longer existed would any one care?
Does your brand represent an ideal (beyond your product / service function and money-making) that customers highly value? Does your organization focus on innovation that provides your best customers just what they’re asking for, or do you focus on providing future customers what they’re dreaming of and waiting for?

 

Brand Values Alignment

 

Hard to define, brand loyalty

Hard to define, brand loyaltyOne of the most powerful things a brand can do is align its values with its customer’s values. While brands can promise functional, emotional, experiential or self-expressive benefits, those whose values are aligned with their customers’ values are much more likely to achieve a deeper and longer lasting loyalty. This coupled with today’s competitive environment makes brand values alignment a priority of every brand marketer.

One of the most powerful things a brand can do is align its values with its customer’s values. While brands can promise functional, emotional, experiential or self-expressive benefits, those whose values are aligned with their customers’ values are much more likely to achieve a deeper and longer lasting loyalty. This coupled with today’s competitive environment makes brand values alignment a priority of every brand marketer.