Branding Branding Branding
It´s all about Branding
In the contemporary scenario, the saturation of the market forced companies to start behaving as a brand, valuing, at all times, their greatest intangible asset: their reputation. And branding-minded companies are concerned with this as an essential item of survival and growth prospects, guided by the greater value generated and the perceptions and sensations understood by their audience, who does not only consume a product or service, but buys a Cause, behavior, lifestyle, or simply confidence. By generating value for your brand and making it desired for your audience, selling becomes a consequence as well as extending your performance.
The image explains it all!!
Exactly ;)
"the perceptions and sensations understood by their audience, who does not only consume a product "
Know what your audience wants, a forever evolving concept
I agree more or less, but what happens to a brand that has no value underlying it?
@stover.daniel If a brand has no value underlying it, someone is losing money :P
I think I was being snarky even though it was not my intention.
Do you know how there the stereotype of salesman and marketers as being the folks who try to sell you something that you don't need?
I was reading some marketing "classics" recently, and the underlying message was being able to find the correct, "correct" meaning good sales numbers, way to communicate the value of a product in a concise and understandable manner.
In this sense, there may be predatorial salespeople, but I am suddenly wondering if the folks that we see in the trenches and surviving the world of sales for years are simply finding the right way to tell the truth.
But coming back to my original remark... Is marketing sophisticated enough to sell something with no underlying value?
If there is no value in the products then how do you sell it?
I was going to say that maybe one could create the perception of value even if there is none. While such a situation is not sustainable if it exists, I am less sure now than before that it can exist.
I was going to use McDonalds as an example. One can make a healthier meal with the same amount of money, but clearly, folks value the speed and the lack of effort involved in eating that food.
Then, because i was already thinking of food, I thought of lunches in American school systems. Several experiments have shown that "home made" meals can be created in school kitchens at similar costs.
But then I realized that for administrators the homogeneity of mass-produced lunches has an appeal based on its predictability.
So... Maybe you are right. Maybe a thing with no value can not be sold.