reducing the cost of marketing – tip 4

There is a direct but inverse relationship between the extent to which a business is effectively differentiated and the required investment in marketing and communication. The more clearly and appropriately a business is differentiated the lower can be the required investment in marketing and communication. By ‘appropriately differentiated’ I mean differentiated in a way that […]

There is a direct but inverse relationship between the extent to which a business is effectively differentiated and the required investment in marketing and communication. The more clearly and appropriately a business is differentiated the lower can be the required investment in marketing and communication. By ‘appropriately differentiated’ I mean differentiated in a way that is relevant to the needs and wants of the target market. Clear and appropriate differentiation provides for greater cut through, increased repeat business and increased referral. It enables communication to focus on something other than making more noise than the competition.   This issue will be discussed in detail on THE D. JOHN CARLSON NETWORK –www.djohncarlsonesq.com/publishing John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing, communication, personal advancement, business development and behaviour management. www.djohncarlsonesq.com

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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