28 June 2011 10 Comments

Six effective ways of winning brand marketing war

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

When we see successful brands excelling in their marketing activities, we often think marketing is magic and there must be some charms  we need to look out for. This may seem true in some ways, but the real truth about marketing is it is not a magic but more of a science. It follows verifiable processes. We do know once a while the element of magic, luck smiles on the actors. Why most marketing efforts (online or offline) fail is because we hold back a lot.  We strive to protect a shell when the real egg is already opened. To overcome this inertia, all we need to do is to constantly keep an eye on the big picture.Brand-marketing-Brand-communication-Brand-awareness-Brand-management

For many brands, the obvious reasons behind their marketing failures or inactions are traceable not only to fear but to blame or lack of accountability. Blame here refers to finding excuses. As usual, we point to the management as not supportive. Sometimes it is lack of proper accountability that propels organization’s objective achievement. To really make meaningful progress, impact as a brand, brand custodians need to lighten up, strategize and take action. We must be armed with the truth which affirms no action has a guaranteed of hundred percent success. Today, let us share some of the tactics of winning in the present brand marketing warzone:

Focus on the problem: Distraction is everywhere. The noise level is high and lots of things are demanding for our attention.  Any brand that will win the marketing war today must focus on the problems its brand is out to solve. One best way to stand out in this is for the brand to put out lots of content, enthusiasm, ideas out there with regards to how it solves that problem. To do this right, adding a sense of humour will make the brand’s efforts unique. Any brand that does well this stands better chances.

Your culture is your brand: What is the brand culture? How does this affect the overall marketing game plan is an essential question to ask. Many brands want to put the best shot out there in terms of their marketing plans, but their anti-people culture is destroying this. Check your brand culture and see how it is helping or demobilizing both the internal and external stakeholder.  

Do not try to  drive hard bargain but delight: No brand has a long standing success ratio in its marketing efforts through driving hard bargains. Delight, delight and delight everyone and you will see the best form of outputs.

Creativity and experimentation: how open is your brand to creativity and experimentation? Nothing ventures nothing gain. Be willing to experiment. You do not know what will eventually work until you try.

Understand the impact of attention economy: Attention economy is no longer growing. It size keeps reducing. To excel, brand must learn to grab attention space other brands used to owned. Strive to get right attention. That does not hurt.

Build large volumes of word- of- mouths: We live today in the world of mouth. No single mouth will speak louder than volumes of mouths. Do everything to build word of mouth. Let others build your brands with you. Is there anything we are missing? Please share your thought.

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