Let me ask you a difficult question: How on earth would you build your brand on a canvas smaller than a matchbox? What if you could use only one color (say black on a green background), you had no scope for graphics, and the consumer was paying for every second it took for you to send him or her a commercial message?
When it comes to naming brands, technology and pharmaceutical firms are among the busiest performers.
You know your brand is failing in the marketplace when…
How does your brand make people feel? Does it make them feel safer or more secure? Is it reassuring? Does it make them feel more in control?
Every marketer should know Rosser Reeves. He was a highly successful advertising executive and the originator of the Unique Selling Proposition (also known as the Unique Selling Point or USP). In his 1961 best-seller Reality In Advertising, Rosser defined his industry-changing concept in three parts:
