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Your brand strategy defines what you stand for, a promise you make, and the personality you convey. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand.
You acquire customers quickly because your prospects’ experience with you supports everything you say.
You can charge a premium because your market knows why you’re better and is willing to pay for it. The market may not have a consistent view or impression of your product and company, but in general you think it’s positive. You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market. What you do, what you say and how you say it may contradict each other and confuse your prospects. Create a free account in our marketing planning and management web app for step-by-step guidance. Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life.
Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers. Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. Write positioning statements and a story about your brand; use them throughout your company materials.
Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company. Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. During major sports events, non-official sponsor brand owners will start to consider actively pursuing ‘guerrilla or ‘ambush marketing’ tactics as they seek a free ride on the back of major events such as the Commonwealth Games in Glasgow, FIFA World Cup in Brazil, the Tour de France or the Wimbledon Tennis Championships. But like so much in marketing, they’re two schools of thought on the subject of ‘ambush marketing’.
Those who are in favour of ‘ambush marketing’ including the European Sponsorship Association (ESA) argue it’s a perfectly acceptable form of marketing activity for a non-sponsor to be engaged with provided it doesn’t break any ethical Codes of Conduct that may be in place to regulate sales, marketing and communication activities in its territory; that such activities don’t infringe the intellectual property (IP) rights of others or break the law in the territory. Defenders of the practice prefer to call this ‘smart marketing’ where the objective of ‘ambush’ is implied by those who sneer at the practice but may find themselves incapable of doing anything to stop it once it’s taken place. Earlier this year, Red Bull was crowned the ‘King of Ambush Marketing’ for its perceived connection with the 2014 Winter Olympic Games in Sochi.
Red Bull already has in place strong links with extreme sports, particularly snow sports thanks to its sponsorship of top athletes including American world champion ski jumper Sarah Hendrickson and Sochi 2014 snowboard cross gold medalist Pierre Vaultier of France.


Pepsi knows that a global TV audience in excess of 1 billion will watch the tournament next month and will be cheering for their heroes including Argentineans Lionel Messi and Sergio Aguero, Englishman Jack Wilshere and Brazilian David Luiz that also make up a 19 man ‘team’ that forms part of Pepsi’s line up.
And it’s likely to get away with this cleverly designed ‘ambush’ despite its rival Coca-Cola spending many more millions activating its relationship as global sponsor of the FIFA World Cup Brazil 2014. On the other side of the debate are those who have much to lose from so-called ‘ambush’ marketing activities – event organisers, sports rights holders of events and properties and their official sponsors and partners that have spent a small fortune for the privilege of association with the sponsored event. However, there are also many brands that inadvertently fall foul of the complexities of the law in this area because they mistakenly believe that using imagery around such events is somehow in the public domain and fair game or they believe that as long as they don’t use the official name or logo they’ll be OK. Others cast an eye on what other brand owners are doing, and simply adopt a similar approach, without appreciating that they’re risking copyright, trademark and other IP infringement claims. For those brand owners wanting to avoid the risk of legal action, the obvious first step is to become familiar with the laws and regulations in this area as well as review what the rights holders have issued as to what can and can’t be done. Some marketers argue that the examples given by event rights holders go significantly beyond the type of use that they’re legally entitled to control. But nonetheless, it’s the organiser’s stated position and if ‘ambush marketing’ appeals then at least brand owners have a sense of how far they’re able to go before enforcement action is likely to follow.
Lawyers love to point out that such advice notes doesn’t carry the force of law as it’s for the court to decide whether there’s a breach of IP rights or not, and this can be a very expensive process both for the litigant and those defending such an action. As with anything in sales and marketing laws, there’s a big grey area that brands need to navigate.
For example, what’s the position if brands simply want to reflect what consumers are talking about on social media – such as if Pepsi brand ambassador Jack Wilshire scores a goal in England’s first match against Italy, Chris Froome wins the Tour De France and Mo Farah shows off the Mobot at the Commonwealth Games? Ambush marketing isn’t for the feint-hearted and the vast majority of brands will want to ‘play it safe’ by not running the risk of a legal action. On the other hand there will be brands that will like to ‘sail close to the wind’ and will use words or images that may create an association with or be viewed as false endorsement of the FIFA World Cup, Tour de France, Commonwealth Games and the Wimbledon Championships. This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Often many business are confused with what their marketing message actually is and how they should communicate it to their target audience. Your marketing message should ‘speak’ to your target audience, and this is achieved by appealing to their issues and hopefully trigger an emotional reaction with them. Here are a few tips to help you craft a marketing message that grabs the attention of your target audience, interacts with them and ultimately sparks interest in your brand and business. Identify your target audience – Knowing who your target audience are is the first and most important step to crafting an effective marketing message.
Ensure consistency –  Once you’ve developed your message, you need to ensure it’s delivered with consistency throughout your marketing activities.
If you need any more help creating your marketing message, then contact the Bare Bones Marketing Team today! Bare Bones Marketing Helps To Raise Over ?200 for Mid Cheshire Hospitals MRI Scanner Appeal.


Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers.
In addition to generating revenue, brand equity makes your company itself more valuable over the long term.
It’s easy to begin dialogue with new prospects because they quickly understand what you stand for. A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer.
A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. What do you tell your customers about your business, what it does, and why they should do business with you? Once you’ve narrowed this down, determining your marketing message will become a lot easier. The more time your audience hears or sees your message the more likely it is to register in their minds, and they’ll be bound to want to know more! Remember that your marketing message begins with knowing the wants, problems and needs of your customers, and should respond to these in a compelling and believable way. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. They’ll want to engage in conversations on Twitter and other social media sites but this doesn’t necessarily amount to infringement.
Your marketing message is what grabs your audience’s attention, tells them how you can ultimately solve their problem, why they should trust you, and why they should choose to use your product or service instead of your competitor’s.
There’s nothing more baffling to a customer than a business that’s trying to be everything to everyone! If you want to capture significant market share, start with a strong brand strategy or you may not get far.



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