Wednesday, August 15, 2012

Brand Marketing: "Where's the beef?"

In the simplest analysis, brand marketing is about gaining traction. This is where the rubber meets the road, the point of connection between a product's point of difference and the target market's need fulfillment.

So what gives a brand traction?

Regardless of the product or service, regardless of your target market, regardless of the media you use, your message has to be grounded in your prospect's reality - their pains, what keeps them awake at night, what fulfills their desire. It has to resonate both intellectually and emotionally. Especially emotionally. And it has to stand out.

Any questions? 

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