Articles related to the tactical execution of your strategy.
Crowdfunding can be a great way to push a product to market at a lower risk than traditional manufacturing and distribution models. Because products are pre-ordered, you will have a precise amount to produce and won’t be left with excess inventory. Moreover, financial risk is limited as no goods are manufactured unless a certain revenue…
Established social media platforms such as Facebook, Instagram, Twitter and LinkedIn can be a great vehicle for building your brand. But it can be tough for brands to stand out and amass a following, especially if you are small. Most of the established platforms have shifted to a pay-to-play model where organic reach is almost…
Marketing ROI appears to be lauded as the go-to metric to measure the effectiveness and efficiency of your marketing initiatives. Though definitely useful, marketing ROI can also be misleading and undermine your brand performance in the long run. You need to make sure only to apply marketing ROI when it’s appropriate to do so. When…
Attractive packaging design is important for your brand. It helps you stand out, consumers prefer packaging they feel is aesthetic, it creates certain expectations of quality and has priming effects, and converts at the point of purchase. Attractive packaging stimulates the senses and works on a subconscious level to ease consumer decisions. Packaging is one…
Brand management is moving towards a more open and collaborative approach that embraces brand communities. The benefits of brand communities are many and versatile. Whether through increased consumer satisfaction and fulfillment or direct brand affects, all help in improving the profitability of the organization. Goodbye, ivory towers. Hello, brand communities! If you follow the marketing…
Brands will sooner or later face some backslash online. If it escalates, it is necessary to know how to respond to a social media crisis. You need to define what constitutes a crisis and then consider from where the crisis originates when crafting your response. Make sure to have a social media policy in place…
The Co-Creation Continuum is a good model to gauge how brands use co-creation. It ranges from a sporadic approach that sees co-creation as a tactical market research tool to a systematic implementation of co-creation as a strategic collaborative innovation method. Most brands use co-creation more tactically Brands are a process. The process can take on…
“If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.” Court, Elzinga, Mulder & Vetvik[1] in The Consumer Decision Journey Brands need to have knowledge of their touchpoints if they are to be able to influence the moments that matter. Stimulating the customer journey is impossible if you…
