Marius on Strategy and Communication

What it says on the tin

A Number’s Game

Australian brands are being devalued and commoditised due to four factors: an obsession with short-term effects, a lack of creativity, complete and utter risk-aversion and a lack of fundamental understanding for what a brand actually is.

I thought of something that touches on all of the above and which is rarely discussed.

When it comes to effects of branded communication, we make the mistake of taking absence of evidence for evidence of absence. As a result we focus on short-term, price-cutting, promotional tactics that produce measurable, but short-term and unsustainable results, failing to put efforts into building strong brands with the kind of long-term, sustainable effects that are difficult to measure and articulate.

So heres the thing: we forget that branding is a numbers game. The way a brand works is by making millions and millions of people a little bit more likely to…

notice
remember
not hate
like
trust
believe
prefer
talk about
enquire about
research
google
tweet
blog about
‘like’
interact with
forward
share
desire
want
pay more for
try
test
purchase
view favourably
talk about
forgive weaknesses!
recommend
advocate
buy it again
become loyal to
love

…it

And while its extremely difficult to measure these tiny changes, not least because it takes place in people’s subconscious, they add up to a whole lotta value.

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This entry was posted on March 10, 2015 by in Uncategorized.
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