Posts Tagged ‘Marketing tips’
12. Law of line extension. There is an irresistible pressure to extend the value of the brand.
The idea is not to leverage multiple products under one brand or put the same name. It happens that people have a good product, good brand and want to extend the line to new products.
Coca eg in the form although small mark on all its lines, has a name like Fanta, Dasani, etc, etc, etc. It is not Coca Orange, Coca Water, etc, etc, etc.
Got that? Does not extend the line. Besides running the risk that if your brand ends with a problematic product, ALL brand image is harmed. If Fanta dies, poor Fanta, Coca-Cola Coca-Cola … but is not greatly harmed the image. OK?
13. Law of sacrifice. It must necessarily give one thing to get another one.
It’s that simple, you can not have everything as a trademark. If we want to be the best Yogurt with flakes, we can not be the best low-fat yogurt. The mark must rely on something you want to highlight and sacrifice another. If we have a company car and the cars are “safer” can not be “the fastest, safest, beautiful, large, etc..”
14. Law of the attributes. For each attribute there is an opposite, equally effective.
The brands have attributes that should be highlighted, then our attribute must be different from the competition. If competition is prominent for the case “fast” then we can take the attribute of having the case “insurance.” In a way, a fast car is not very safe (try to hit 230km / h against a wall) then you can use another attribute and so posicionarmejor the mark. Read the rest of this entry »
6. Law of exclusivity. Two companies can not own the same word in the minds of customers.
No brand can have the same concept as another brand, if this happens one of the two made a mistake.
The first did not have a clear concept and is not responsible for protecting or dejarloprimero in the consumer’s mind, the second copy that concept and ran the risk of being wrong stop running that risk as being comparable only with the other.
7. Law of the stairs. The strategy to be used depends directly on the rung on the ladder deal.
The brand strategies are and are based on the step as they are inside the mind of the consumer. An example comes to my mind the case of an AVIS car company who were in second place in sales, then created the following slogan:
“AVIS, because we are second, we try harder”
A clear message that shows how from second place a company can create an excellent communication strategy in a simple and ingenious.
8. Law of duality. In the long run, every market becomes a two-player race. Read the rest of this entry »
1. Act of leadership. It is better to be the first to be the best.
To understand this law is always used the following example:
Who was the first man to walk on the moon? And the second? “And the third?
Sure most people recognize that Armstrong was the first, but now comes the second part of the exercise.
Who was better astronaut?
No matter, because the first was Armstrong and that sticks in the minds of people. So a brand but not necessarily be the best you can get it going first is well positioned … which does not mean it is consumed.
I almost do not drink Coca-Cola but it is the first brand of cola soft drink that comes to mind.
2. Law category. If you can not be the first in a category, create a new where I can be.
7UP was ranked 11 sales numbers, desperate to get above had the idea to stop being a soft drink and created over the next category. “The first drink 7UP crystal no tail.” With this simple example rose from 11 sales since March, creating a new category, that of crystalline non-cola drinks.
So if the product we have is not the first in the mind of the consumer, we must create a new category in some detail in particular that stands out.