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Add You - The Five Dominant Models of Branding
It certainly pays to have professional help when it comes to running advertising campaigns, but with some tips and good creatives, you should be able to run your own advertising campaigns effectively.Running Your Own Advertising CampaignsFollow this step-by-step guide to running your own advertising campaign to ensure success:1. Conduct a Market ResearchIdentify your target market as mentioned in the article Choosing Websites to Place Ads at http://www.momtycoons.com/promotion/advertising-websites.shtml. Conduct a thorough research on where you will find your preferred customers. See where your competitors are advertising.A simple way to see where your competitors have incoming links from is to go to http://www.marketleap.com/publinkpop/ and type in your website address and 3 of your competitor's URL's. You will see a
Sensory branding goes beyond the ordinary to create a full connection with one’s environment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begin until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usually be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch or smell from the sensory model to strengthen the brand.
Regardless of which strategy you choo
Many people have the dream of making money on the Internet, yet few manage to eek out more than a few dollars doing so. As someone who has made a substantial portion of my revenue from product sales both on and offline, I can tell you there is more to generating revenues than one might imagine.It never ceases to amaze me the misconceptions people have. They fall for the mistaken belief that all they have to do is have a website, post a few products, get site visitors and the rest takes care of itself. Nothing could be further from the truth.I have witnessed some of the most common reasons people will NOT succeed on the Internet, let alone in their business. Sure, they may get by, but most people want to do more than just get by.There are always a few people not yet making money who moan and groan about how they want the “real secret
The answer is, it depends.
The latest thinking in the field of branding (which first began to emerge as a true field of study back in the early ‘50s) identifies five branding strategies that reign supreme in today’s corporate world. Although each strategy can be successfully employed by companies offering very different products and services, they all seem to work best within fairly narrow parameters that pertain to the industry, product or service and market being served.
Choosing the best strategy for your company, then, depends on matching the parameters of your product/service and market to the appropriate model.
Keeping in mind that entire books have been written on the individual branding strategies, here’s a quick snapshot of each one:
1. Mind-Share Branding. Success in this category requires owning and consistently expressing a set of abstract associations that customers relate to the product or service. However, the perceived benefits of buying and using the products (i.e., consistently low price, great selection) are very real to the customers. As the company consistently expresses the “brand DNA” through each and every transaction, it becomes firmly entrenched in the customer’s mind as the only choice in this product category.
Interestingly, mind-share branding works equally well at opposite ends of the product spectrum. Functional and low-involvement product categories (such as Tide, Southwest Airlines and Wal*Mart) and complicated, high-involvement product categories (such as Dell computers) can both prosper under a mind-share brand strategy. At each end, however, the goal -- and primary benefit -- is to simplify the buying decision for the customer.
Good reads: Positioning: The Battle for Your Mind, Differentiate or Die and The Disciple of Market Leaders
2. Cultural Branding. Cultural branding is probably the most American of all branding strategies in that it uses cultural icons and “brand religion” to establish and sustain a brand myth with which individual consumers can passionately identify. The focus is not so much on the product or service as it is on the relationship between the cultural icon and the product and the brand myth that the consumer buys into. The most successful brand myths address acute contradictions in society that touch people at a very deep level.
Culturally branded companies run the gamut from home d?cor, fashion and automobiles to food/beverages, entertainment/leisure and social movements. What kind of person responds to cultural branding? It’s the meek, mild-mannered accountant who buys the Harley Davidson hog in order to unleash his “inner self” on weekends. It’s the budding playground hoopster who just knows that he will never reach the NBA unless he wears Nike Air Jordans. It’s the thirsty consumer reaching for an ice-cold Coca Cola because “it’s the real thing.”
Good reads: How Brands Become Icons and The Culting of Brands
3. Emotional Branding. Want your customers to consider you a friend rather than just some faceless entity they buy from? Then aim for the emotional branding strategy. Here, the goal is to build deep interpersonal connections with each individual who interacts with the brand, so that you end up with a relationship partner rather than a customer.
Emotional brands have real personality. They are often expressed through a character or persona (Mickey Mouse, Ronald McDonald) that appeals to people of all ages. Emotional brands work best with services, retailers and specialty goods -- such as Disney and Starbucks -- where the company can tap into powerful emotions and create compelling experiences that evoke strong loyalty to the brand.
Good reads: Emotional Branding and The Experience Economy
4. Viral Branding. Thanks to plenty of media buzz, viral branding has rocketed to the top of the charts as the latest brand strategy of choice. However, the fact that the media has embraced it does not mean that all companies should. As the name implies, viral branding works by spreading the word through “brand viruses” such as influential spokespeople, early adopter customers and other forms of grass-roots marketing. Accordingly, it achieves the best results with new fashions, new technologies and premium and super-premium brands that eschew mainstream markets.
Viral branding appeals to people who see themselves as cool, hip and fashionable. It attracts those who get a charge from “discovering” a new brand and leading the vanguard of early brand advocates. Who stands out in the viral branding category? Google, Hotmail, Absolut Vodka and Vonage are names that immediately come to mind.
Good reads: Tipping Point, Spreading the Idea Virus, The Anatomy of Buzz and The Influentials
5. Sensory Branding. Singapore Airlines and Kellogg’s Cornflakes in the same branding category? Hard to believe, but true. Sensory branding takes the focus off the product or service itself and puts it squarely on the sensory experience it creates for the consumer. Hence, this category includes a broad and a diverse range of products and services, from fashion, cosmetics and high-end retail to automotive and travel/hospitality.
Sensory branding goes beyond the ordinary to create a full connection with one’s environment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begin until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usually be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch or smell from the sensory model to strengthen the brand.
Regardless of which strategy you choos
First Bank applies to raise N99.3bn from capital marketFirst Bank of Nigeria Plc on Tuesday began the process of raising fresh funds from the market with an application to the Nigerian Stock Exchange. The bank applied to offer 1.6billion ordinary shares of 50 kobo each to be sold at N33 per share for public subscription and 1.5billion ordinary shares of 50 kobo each at N31 per share as Rights Issue to existing shareholders.As a result of the application, the NSE has placed the share price of First Bank on technical suspension at N40.40 per share. This implies that throughout the period of the offer, trading in the shares on the floor of the exchange would be done at N40.40.Besides, prospective subscribers to the public offer at N33 would be enjoying a discount of N7.40, while investors that would be exercising their rights at N31 pe
Interestingly, mind-share branding works equally well at opposite ends of the product spectrum. Functional and low-involvement product categories (such as Tide, Southwest Airlines and Wal*Mart) and complicated, high-involvement product categories (such as Dell computers) can both prosper under a mind-share brand strategy. At each end, however, the goal -- and primary benefit -- is to simplify the buying decision for the customer.
Good reads: Positioning: The Battle for Your Mind, Differentiate or Die and The Disciple of Market Leaders
2. Cultural Branding. Cultural branding is probably the most American of all branding strategies in that it uses cultural icons and “brand religion” to establish and sustain a brand myth with which individual consumers can passionately identify. The focus is not so much on the product or service as it is on the relationship between the cultural icon and the product and the brand myth that the consumer buys into. The most successful brand myths address acute contradictions in society that touch people at a very deep level.
Culturally branded companies run the gamut from home d?cor, fashion and automobiles to food/beverages, entertainment/leisure and social movements. What kind of person responds to cultural branding? It’s the meek, mild-mannered accountant who buys the Harley Davidson hog in order to unleash his “inner self” on weekends. It’s the budding playground hoopster who just knows that he will never reach the NBA unless he wears Nike Air Jordans. It’s the thirsty consumer reaching for an ice-cold Coca Cola because “it’s the real thing.”
Good reads: How Brands Become Icons and The Culting of Brands
3. Emotional Branding. Want your customers to consider you a friend rather than just some faceless entity they buy from? Then aim for the emotional branding strategy. Here, the goal is to build deep interpersonal connections with each individual who interacts with the brand, so that you end up with a relationship partner rather than a customer.
Emotional brands have real personality. They are often expressed through a character or persona (Mickey Mouse, Ronald McDonald) that appeals to people of all ages. Emotional brands work best with services, retailers and specialty goods -- such as Disney and Starbucks -- where the company can tap into powerful emotions and create compelling experiences that evoke strong loyalty to the brand.
Good reads: Emotional Branding and The Experience Economy
4. Viral Branding. Thanks to plenty of media buzz, viral branding has rocketed to the top of the charts as the latest brand strategy of choice. However, the fact that the media has embraced it does not mean that all companies should. As the name implies, viral branding works by spreading the word through “brand viruses” such as influential spokespeople, early adopter customers and other forms of grass-roots marketing. Accordingly, it achieves the best results with new fashions, new technologies and premium and super-premium brands that eschew mainstream markets.
Viral branding appeals to people who see themselves as cool, hip and fashionable. It attracts those who get a charge from “discovering” a new brand and leading the vanguard of early brand advocates. Who stands out in the viral branding category? Google, Hotmail, Absolut Vodka and Vonage are names that immediately come to mind.
Good reads: Tipping Point, Spreading the Idea Virus, The Anatomy of Buzz and The Influentials
5. Sensory Branding. Singapore Airlines and Kellogg’s Cornflakes in the same branding category? Hard to believe, but true. Sensory branding takes the focus off the product or service itself and puts it squarely on the sensory experience it creates for the consumer. Hence, this category includes a broad and a diverse range of products and services, from fashion, cosmetics and high-end retail to automotive and travel/hospitality.
Sensory branding goes beyond the ordinary to create a full connection with one’s environment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begin until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usually be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch or smell from the sensory model to strengthen the brand.
Regardless of which strategy you choo
Many people do not realize their own market. Most people think when they open a store that they will sell to someone like themselves. With this mentality, their customers will be just like them because their marketing is targeted to what they like and how they think, so the people who respond will agree with them. But is it not also a limiting factor? How many customers are they excluding with their advertising campaign?And, the hardest question of them all:Do they really want to sell to themselves anyway?I know that you are probably thinking that is a silly question, but humor me a few minutes. Let’s look at your basic white, middle-class, business owner. I know there are other kinds, but please bear with me. His (or her) ads will appeal to white middle-class and either one class higher or lower, depending on how it is designed. Th
Good reads: How Brands Become Icons and The Culting of Brands
3. Emotional Branding. Want your customers to consider you a friend rather than just some faceless entity they buy from? Then aim for the emotional branding strategy. Here, the goal is to build deep interpersonal connections with each individual who interacts with the brand, so that you end up with a relationship partner rather than a customer.
Emotional brands have real personality. They are often expressed through a character or persona (Mickey Mouse, Ronald McDonald) that appeals to people of all ages. Emotional brands work best with services, retailers and specialty goods -- such as Disney and Starbucks -- where the company can tap into powerful emotions and create compelling experiences that evoke strong loyalty to the brand.
Good reads: Emotional Branding and The Experience Economy
4. Viral Branding. Thanks to plenty of media buzz, viral branding has rocketed to the top of the charts as the latest brand strategy of choice. However, the fact that the media has embraced it does not mean that all companies should. As the name implies, viral branding works by spreading the word through “brand viruses” such as influential spokespeople, early adopter customers and other forms of grass-roots marketing. Accordingly, it achieves the best results with new fashions, new technologies and premium and super-premium brands that eschew mainstream markets.
Viral branding appeals to people who see themselves as cool, hip and fashionable. It attracts those who get a charge from “discovering” a new brand and leading the vanguard of early brand advocates. Who stands out in the viral branding category? Google, Hotmail, Absolut Vodka and Vonage are names that immediately come to mind.
Good reads: Tipping Point, Spreading the Idea Virus, The Anatomy of Buzz and The Influentials
5. Sensory Branding. Singapore Airlines and Kellogg’s Cornflakes in the same branding category? Hard to believe, but true. Sensory branding takes the focus off the product or service itself and puts it squarely on the sensory experience it creates for the consumer. Hence, this category includes a broad and a diverse range of products and services, from fashion, cosmetics and high-end retail to automotive and travel/hospitality.
Sensory branding goes beyond the ordinary to create a full connection with one’s environment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begin until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usually be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch or smell from the sensory model to strengthen the brand.
Regardless of which strategy you choo
So, you’ve acquired a customer, they’re paying you a monthly rental fee, referred a friend, purchased packing supplies and a lock from you and just insured their grandmother’s heirlooms and son’s baseball card collection they have stored with you…What else could we possibly ask for?A lot. What if it cost less to acquire this fine customer? What if we were able to lower your cost of acquisition by just 10%? 20%? 50%?Don’t laugh, it’s possible.Most facilities have advertising dollars spread out all over the place. Some of it is working, some is not, but in most cases the facilities have no clue whether it’s working or not, and if they do, they’re not quite sure how each medium is performing.How about knowing your cost per call and cost per acquisition for each medium? This information will not only be extremely insi
Viral branding appeals to people who see themselves as cool, hip and fashionable. It attracts those who get a charge from “discovering” a new brand and leading the vanguard of early brand advocates. Who stands out in the viral branding category? Google, Hotmail, Absolut Vodka and Vonage are names that immediately come to mind.
Good reads: Tipping Point, Spreading the Idea Virus, The Anatomy of Buzz and The Influentials
5. Sensory Branding. Singapore Airlines and Kellogg’s Cornflakes in the same branding category? Hard to believe, but true. Sensory branding takes the focus off the product or service itself and puts it squarely on the sensory experience it creates for the consumer. Hence, this category includes a broad and a diverse range of products and services, from fashion, cosmetics and high-end retail to automotive and travel/hospitality.
Sensory branding goes beyond the ordinary to create a full connection with one’s environment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begin until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usually be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch or smell from the sensory model to strengthen the brand.
Regardless of which strategy you choo
What does the Ptolemaic theory have to do with the aggressive advertising that is created with the purpose of stealing market share? As it turns out, a great deal.Ptolemy created the first working model of the universe. Based on his brilliant model, the ancient Greeks were able to predict with amazing accuracy the precise dates and times of both solar and lunar eclipses, map the heavens, and predict the locations of constellations. This was highly advanced for ancient Greece. His model of the universe remained a cornerstone in astronomy for thousands of years. When the retrograde orbit of Mars was noted (a planet that is retrograde appears to move backwards in the sky), a small modification to the theory predicted the movement quite well. However, we will get back to Ptolemy in a moment.Success Leaves Clues
Sensory branding goes beyond the ordinary to create a full connection with one’s environment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begin until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usually be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch or smell from the sensory model to strengthen the brand.
Regardless of which strategy you choose, building a strong brand depends upon applying the appropriate model to your product category, the unique circumstances of your customers and your market. I hope I’ve given you at least a good start in identifying which model is right for you.
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