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13/09/2017

Brands and stereotypes

Brand, in my opinion stereotyping – the policy of a weak and incompetent businessman…

Creativity – what is it? How and who determines it? (“wow” and “wow” is not considered). What good is creativity?

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Focus groups (in depth interviews) – some marketing companies believe this research method main, and even it builds the strategy of launching the brand at the stage of its creation or rebranding…

The consumer – who is it? You say: male, 25-45 years old, average income… And if…

Stereotypes – my deep beliefs, stereotypes and “rules” in marketing is the only thing holding back the markets from the dictatorship of the monopolies…

Dumping – the policy of a weak and incompetent businessman. In my opinion can not be done under any market conditions, even while pursuing policies of ruin with the aim of obtaining monopolies. Because fall is always faster than up.

Example: did you know that multi-million market plastic bags “a GPS” works with profitability close to zero, and earn on trade waste, for which buy manufacturers of PET bottles.

Tip: don’t lower prices for competitive advantage, in a reasonable man (company) always have a decent management options struggle, not the fact that You keep on the market long, but the fact that others on the market You’ll definitely damage.

Creativity – what is it? How and who determines it? (“wow” and “wow” is not considered). What good is creativity?

Example: what name more creative: Apple or Virgin? (sorry for banality)

Tip: I always suggest to replace the word “creativity” with the word “efficiency”, for a more accurate and deeper understanding of what is happening.

Focus groups (in depth interviews) – some marketing companies believe this method of research main and even it builds the strategy of launching the Brand at the stage of its creation or rebranding. I recommend this method only to get the answer to simple questions: does this product immediately or any negative MOC. No more. It is very useful to offer to buy Your product at the planned retail price in the middle of the poll, believe my experience: the results will be quite different.

Example: if You were asked 20 years ago: “whether You are buying a high-tech computer or phone called “Apple”?” or “will You buy ringtones for your phone for $ 2. everyone?”.

Smiling? I would have answered – “of course not”. And you know that the word “Kodak”? I don’t know. And no one knows. It’s just a Brand.

Tip: why ask buyers what they want? “I did not have to,” said one of a constant stream of high-quality and mediocre advertising by the buyer. All needs are already met, the buyer can now only have the desire, dreams… and such feelings can light reviews Brands. Do the products You sell, such feelings? Be a buyer, observe yourself, your desires, give more than others, give emotion, give Brand.

The consumer – who is it? You say: male, 25-45 years old, average income… And if this product is purchased 60-the woman in the gift to the son? Who is she – not the buyer? Yes, I agree that defining the target audience is a very painstaking and hard work, but why? You personally pay for the labor of a miner or a cook? I – no, and will not, it’s none of my business. My business is Brands, not coal or borscht. “When and how much will I earn?” after learning about the “conditional exact” target audience – ask yourself, when You will try to sell their service the miners.

Example: If You’ve seen at least one children’s film with a target audience of 8-16 years, “the Owner of the rings” or “Harry Potter” – I think the vast majority of you will answer “Yes, seen”. Now, of these “non-targeted” buyer’s production company, received more than $ 2 billion. with 3 billion. box office receipts from the first films.

Maybe, just draw me a portrait of the client and to please him 100% and work hard to ensure that as many people as possible wanted to be the way You represented your buyer! Yes, it’s red skill, but not imagination, that such a strategy follows Steve jobs from Apple. Give your Brand a true master.

Example: did You know that the sale of brandy 60% is a gift or a bribe? So then who is the buyer? The one who pied, but never bought, the one who buys, but never drank?

And another great example: bubble gum 20 years ago – a few among us knew it, 10 years ago 70% of buyers of the children, now about 60% of the population buys gum at least once a month.

Stereotypes – my deep beliefs, stereotypes and “rules” in marketing is the only thing holding back the markets from the dictatorship of the monopolies. If the vast majority of marketers (read: extras and endless readers in the best case, not thinkers and leaders) got rid of their stereotypes, for many companies it would be only 2 options: an indisputable success or total defeat. On the world market there would be millions of TM-OK which exist in a constant stagnation in anticipation of normal market growth, on the verge of bankruptcy or in a state of “life is enough”.

Forget: I was there did I know that it works, they did and we can do it…

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