A brand is what your audience says uruguay phone number library your company stands for. Working to create a brand means ensuring your audience perceives you the way you want to be perceived.
Nike is trying to ensure that everything they communicate represents high performance, improvement, etc.
It's Apple trying to make its audience feel that by using its products they are telling the rest of the world that they "think differently."
When we work with this model, we focus on educating the market about our way of thinking, unique personality, worldview, values, and beliefs.
When to prioritize it: When our product or service can easily become a commodity and we don't have much differentiation in price or features.
Advantages of the model: It's a very effective way to differentiate. When there's not much room for differentiation based on features or price, companies have to do so based on what they stand for.
Challenge: A company's reputation is not something that is easy to control.
Key initiatives of this model:
Really, any tactic that isn't directly promotional or commercial can have a brand focus. These are the most common:
Content Marketing (in all its breadth)
Timeless “always on” campaigns (with everything that can fit here)
Creative campaigns
What makes the marketing model fulfill the brand function is the message behind the content and what we expect from our audience.
We want to be perceived in a certain way and to be remembered. We want to be top of mind for the category in which we compete in the market.
3 - Marketing "Performance"
Direct Marketing.
We focus on seeking an immediate purchase action from the user. A "direct" response.
A model widely used in the 1980s and 2000s, during the boom in copywriting, because it relies heavily on the ability of words and texts to “sell.”
When to prioritize it: When we are confident we have the ability to reach a good portion of the market that is in an active buying state.
This model won't work with audiences that aren't at the peak of their purchasing journey.
In highly saturated markets, it can be effective if we manage to beat our competition by essentially having more effective and persuasive texts.
The initiatives we are going to implement here are not designed for the long term.
These are generally campaigns that aim to generate faster results, but they depend heavily on locating that audience that's "ready to buy" within the entire digital ecosystem.
Key initiatives of this model: