How to Develop a Brand that Sells – REPOST

Posting again due to popular demand.

A dusty old myth is still permeating the advertising industry—more so now than ever with the explosion of personal and professional social media platforms like Twitter, Facebook, and LinkedIn. And it’s leaving otherwise smart, some brilliant, business owners and advertising executives scratching their heads when following the trend reduces their brand to rubble.

WHAT’S THE NASTY LITTLE MYTH?
Relying solely on consumer data, also known as market research, to drive advertising campaigns and, worse, overall brand development.

WHAT’S THE PROBLEM?
Market research is a moving, undependable, often downright false target for two main reasons:

1) What people think they want and what they actually want are often at odds. In the midst of a focus group or when filing out a survey, people might say they want green, but actually purchase red. It happens all the time. Not even the giants are immune.

PROVING IT: According to the Coca-Cola Company’s own executive research based on 200,000 consumer taste tests in the late-’80s, Coca-Cola Classic ranked third, Pepsi Cola ranked second, and New Coke ranked as the #1 tasting cola on the market.

Know anybody who’s had an ice-cold glass of New Coke lately?

Me neither.

Market research said, “Consumers like New Coke.” Consumer’s actual purchases said, “We’re sticking with the Classic.”

2) People want to appear smarter, better educated, and more worldly than they really are.

PROVING IT: Ask your staff or colleagues this question today: “Which section of the newspaper do you read first?” Nine out of ten people who actually read the Comics first will say they first read Arts/Culture, perhaps, or Health/Medicine.

The Comics are read before such sections as Arts/Culture, Society/People, Computers, Automobiles, Health/Medicine, Family, and Kids/Youth … but almost no one admits it.

REMEMBER: Advertisers behind a top-dog, sustainable brand use outside market research as supplementary information, never as the sole driving force behind advertising campaigns or overall brand development.

MARKET RESEARCH IS ONLY HALF THE STORY
The other half of the story comes from within.  Look inside and your brand will flourish.

It’s not as hard as you think when you know what you’re doing.

Try it out.

Or contact me … leave a comment below.

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Posted in Advertising, brand, brand development, development, Free, Sales, Tested, Write | Tagged , , , | 2 Comments

How to survive in an ad agency

The following story was told to me by my grandmother (thank you, granny!) for an entirely different purpose than the subject of this post.

But … the words apply equally well to agency folk, whose professional lives depend on vibrant creative output, yet are too often mired in agency politics, feelings of uselessness about the impact of the work they produce, or just an overall bad attitude.  

So here you go.  

TWO WOLVES  

One evening, an old Chippewa told his grandson about a battle that goes on inside people.  

He said, “My son, the battle is between two wolves inside us all.  

“One is evil. It is anger, envy, jealousy, sorrow, regret, greed, arrogance, self-pity, guilt resentment, inferiority, lies, false pride, superiority, and ego.  

“The other is Good. It is joy, peace, love, hope, serenity, humility, kindness, benevolence, empathy, generosity, truth, compassion, and faith.”  

The grandson thought about it for a minute and then asked his grandfather:
“Which wolf wins?”  

The old Chippewa simply replied:
“The one you feed.”

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How to write a tagline that SELLS

Printable pdf of the seventh FREE article in the How to Write series:

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How to Write a tagline that SELLS

The seventh FREE article in the How to Write series:
How to write a tagline that sells

Check back tomorrow for a FREE printable pdf of How to write a tagline that sells.

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How to Write a Webpage that SELLS

Printable pdf of the sixth FREE article in the How to Write series:

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How to write a webpage that SELLS

The sixth FREE article in the How to Write series:
How to write a webpage that sells

Check back tomorrow for a FREE printable pdf of How to write a webpage that sells.

Posted in Advertising, Free, Methods, Response, Sales, Tested, Tips, Tricks, web, Write | Tagged , , , | 2 Comments

How to write a headline that SELLS

Printable pdf of the fifth FREE article in the How to Write series:

Posted in Advertising, Blog, Free, Headline, Methods, Response, Sales, Tested, Tips, Tricks, Write | Tagged , , , | Leave a comment