Tuesday, May 31, 2011

Two Must Criterions of Brand Positioning

Through this blog, let us take a quick look at the two must criterions of brand positioning implemented by brand owners from time to time.

Customers should able to differentiate your brand from others. Once you establish your brand as a leader by making a claim that no one else can outdo the benefits or features of your brand, you are making a conviction to customers that they have made the best choice by adopting your brand and not competitor’s. It is however tricky to position your brand as the best of all brands that offer similar features and benefits. So, the big question is ‘how would you let your customers differentiate your brand?’ The very basic of developing a difference of your brand lies within every single experience you have had. Besides, you can also relate some more factors (explained below) to help you differentiate your brand.

A good brand signal- By brand signal, it means the external components of your brand that marks its identity on customers’ mind. The brand logo, tagline, colour etc. should be aptly chosen (for those brands that are going to be newly launched). Through your brand, you signal customers that ‘here is what you are looking for’. A well planned advertising campaign implemented through an effective media is the only way for your brand to get acknowledged amongst customers quite easily.

Secondly, performance is a must. You cannot talk about what your brand doesn’t offer at all. Every advertising word you provide customers should be as ‘holy and ethical’. If customers find your brand the same (as promised to them) they will stick to your brand in the near future as well. It is always an appreciative measure to generate brand loyalty on customers’ mind. For this, you need to execute different ideas and offerings with speed and urgency. It is also important to examine every single strategy that you have executed to position your brand.

Wednesday, May 11, 2011

Pursuit of the best advertising techniques & strategies!

Any business practice (be it brand oriented or service related one) is in pursuit of new ideas, strategies and techniques of promotion. Promotion keeps the string attached of the brand/service business. In order to stay in the loop of the marketing affairs, a promotion practice is mandatory for every brand or service. The pursuit of best advertising techniques automatically comes up for each and every brand that makes its presence in the market. From a mundane tool of promotion to a full-fledged marketing practice, brand advertising has so far changed the outlook of brand advertisers thereby ensuring them greater revenue for their ad-spends through each and every campaign.

Today’s marketing scenario has gone through a complete makeover. Enhanced by the implementation of new-age media, brand marketing is a much improved practice implemented through hi-tech media by implementing the best available resources. Despite the very fact that modern advertising is much updated than conventional practices, the pursuit for better than the best advertising techniques & strategies never comes to a halt. Through each medium, advertisers ensure complete reachability of the brand messages to target customers.

Television Advertising, Print Advertising, Outdoor Advertising- all these means of brand promotion are redefined at present. Conventional brand commercials evoke nostalgia and share many sweet memories with us. Brand advertising then was quite a normal practice without any technological updates. Contemporary brand commercials are mostly launched hi-tech in nature. A blessing in disguise, modern advertising is over all garnered by technology at its best. The pursuit of best advertising strategies, measures and techniques will continuously go on. Brand new techniques of advertising are to be introduced, many more mediums are to be redefined and of course the tactics are supposed to be rejuvenated from time to time. Long live advertising; long live advertisers who make the marketing world go round. Let the pursuit of best advertising techniques and strategies go on and on.

Sunday, May 8, 2011

How Advertising is a means and a source simultaneously?

Advertising is a means and a source simultaneously. For advertisers/ brand owners, advertising is a means to interact with customers by providing the brand message through a reachable channel. Whereas for customers, it is a source to avail of useful information or updates about various brands. Advertising ensures a brand owner that his message is passed on to those target customers/buyers/prospects who have spending capacity for his brand. However, the successful delivery of a brand message to a great extent depends on how impactful the message is framed. Novelty is an asset for any advertising practice. An original idea presented in a creative manner provides the desired impact on target groups.

Advertising plays a significant role while encouraging the buyers group to adopt a particular product or service. A positive brand message is again an added advantage for a brand owner to advertise his brand amongst customers. Positivity most often rules the roost in any kind of brand advertising. Hence, brand advertisers should ensure that any brand message provides a positive appeal to customers.

Advertising channels play an important role while conveying the brand message to customers. Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising- all these play important roles while passing the brand message to customers. Brand owners can have their own choice of media channel for any promotion campaign. However, a market survey is a must before choosing a particular channel of brand advertising. Finding out the most reachable channel of communication is an asset for any advertising campaign. This helps the advertiser to study the consumers’ behaviour and select the right media vehicle that will successfully deliver the brand message to customers. From customers’ perspective, an ad message that comes to them through an easily available channel is a good source to avail of the brand message or to find out details about the product that is advertised. All in all, it has been rightly stated that advertising is a means as well as source at the same time.

Friday, May 6, 2011

Three Tactful Techniques of Brand Promotion!

Some advertising campaigns work while some don’t. The techniques, tactics and strategies of advertising differ from one advertiser to another. Those who have an apt skill, knowledge and idea about effective brand promotion launch successful ad campaigns. In the following paragraphs, you will learn of three tactful techniques of advertising which will help you deploy a successful ad campaign for your brand.

Always include the basic details in your advertisement- It is important to include the basic details of the brand owner or company in the ad. Basic details include the address, contact number, email ID, fax number etc. If customers want to keep in touch with the brand owner, there should not be any hindrance. Hence, it is an added benefit to provide the basic details of the advertiser or brand owner through the advertisement. Nowadays, messages like ‘follow us on twitter/facebook here along with the social networking ID’ appear in most of the ads. Thanks to the increasing rage of social networking through which keeping in touch with a brand owner is clicks away.

Provoke curiosity, make a promise or ensure a benefit to customers- Why should your customers read your brand message? If only, your brand message provokes curiosity, make a promise or ensure a benefit to customers. Catching hold of customers is just a ‘humorous message away’. Hence, make the brand message humorous, interesting and appealing. Creativity is a distinguishing factor which makes an advertising campaign of a brand a hit. Ensure that your ad campaign is an outcome of the best creative input.

Offer what is different, unique and exclusively yours- Your brand has to be differentiated from its competitors. That is why it is important to offer what is different, unique and exclusively yours through the brand message. No matter how creative the brand message is, you cannot talk about what is not relevant with the features or benefits of the brand. Keep the strings attached to ground reality through your advertising campaign.

Monday, May 2, 2011

The big advances in Advertising technology- A look!

Contemporary Brand Marketing as compared to conventional marketing has gone through a complete makeover. From the tools to the tactics, marketing professionals have redefined their promotion practices thereby enhancing the sales of their brands. Advertising as a marketing tool has also undergone many changes and has also made big advances. Through this blog, let us have a brief idea about the big advances made in advertising technology.

Redefined tools and tactics: Contemporary advertising tools and tactics as compared to conventional ones are redefined and refined. The same advertising mediums that were used for promotion are still adopted and implemented for brand promotion today but in a redefined manner. The quality of modern brand commercials through television advertising, radio advertising, print advertising etc are much improved and enhanced by the induction of digital technology.

Creative revolution- One of the most interesting features about modern brand advertising is the introduction of creative revolution. Modern brand Advertising professionals know no bounds to promote their brands through the most creative tool and tactic by deploying an exceptionally creative idea/theme. Creative revolution has changed the entire facet of advertising in today’s time. Brands of all ranges take part in the creative race hosted by the various advertising professionals and media owners. Emerging and established brands equally take part in the ongoing creative race in the market.

Inception of new-age technology- A new inception is already in practice in modern advertising. New-age technology has been extensively adopted and implemented by brand owners to advertise their brands in the market. ‘Go Digital’ sets one of the tones of modern advertising. The technological innovations have encouraged brand owners to renovate their brands. To a great extent, contemporary advertising has observed big advances. Brand owners and advertisers are still poised to make further new advances in advertising field in the very near future.