Brand Focus: Great Marketers use the word “or” more than “and”

October 8, 2012

Advertising

Great piece from Beloved Brands, and wanted to share.

Beloved Brands

Strategy is all about Choices

“It’s all about choices” is how my marketing professor started every class.  He’d repeat it about 8-10 more times each class, sometimes after someone made a choice and sometimes after someone didn’t.  I still see a fear among many marketers to make choices–whether it’s a target market, brand positioning or strategies or the allocation of spend.  Good decision-making starts with forcing yourself to use the word “or” instead of keep using the word “and”.  

The most important element of Marketing Strategy is the exact area where most Marketers struggle:  FOCUS!

Why should you focus?
  • Every brand is constrained by resources—dollars, people and time.  Focus makes you matter most to those who actually might care.  Focusing your limited resources on those consumers with the highest propensity to buy what you are selling will deliver the greatest movement towards sales and the highest return on investment…

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About Melissa Hassard

"Inspiration exists, but it better find you working." -- Picasso

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