Entries by 3 Created

Men were from Mars, Women from Venus…

The gender game is a subtle but powerful one. The fundamental difference between the sexes has been the subject of much debate, research and humour.The opportunities to capitalise on a real understanding of the psyche of the consumer in all its richnes…

Marketing Matrix?

A Marketing Matrix is essentially a plot on a two-dimensional plane according to how well they meet customers’ key requirements.You can do this by drawing two lines in the form of a cross. These two lines represent a continuum of bad to good performanc…

Fokus On Profitable Customers

Advantage of watching what specific customers pay, not just what they say, is that this enables the tracking of lifetime purchases, a critical ingredient in determining the lifetime value of specific customers and customer segments. To beprofitable, in…

Segmentation, Targeting, Positioning (STP)

Before start think about marketing (4P), you must understand what is STP. Terms of STP include : market strategy; target markets; positioning; market segmentation and target markets; market segmentation and demographicsSegmentationSegmentation : Ident…

What is Marketing?

A little bit of marketing theory…
All it takes is a little theory practiced and applied, and soon you will find that marketing comes naturally.

Marketing is more than sales. Marketing is the set of activities used to
1. get your potential customer’s attention
2. motivate them to buy
3. get them to actually buy
4. get them to buy again (and again…)

Marketing is how you define your product, promote your product, distribute your product, and to maintain a relationship with your customers.

Marketing theory is made up of the 5 P’s . Product, Positioning, Place, Price, Promotion. Each “P” contributes to your marketing mix.

Emotional Branding

Emotional Branding is a virtual movement. It began in 2001, when a profoundly different brand design strategy was developed from the creation of Marc Gobé’s bestselling book. The Emotional Branding strategy marked a simple but revolutionary shift in thinking: placing the consumer, not the product, at the forefront of a brand’s strategy. Marketing in the 20th century had deviated from this basic principle, adopting a guerrilla-warfare, “us (the marketers) against them (the consumers)” mentality.

Emotional Branding has opened the pathway to an entirely new kind of thinking, which explores how brands can connect with people in a more sensitive and humanistic way and touch people profoundly at the level of the senses and emotions.

One of the most amazing discoveries of Emotional Branding has been that by empowering consumers, brands are ultimately empowered themselves. Emotional Branding allows a brand to own a unique and compelling strategic, visual, tactical and verbal vocabulary—creating a rich personality that enables the brand to stand out completely from the competition and win people’s hearts.

The Emotional Branding strategy has been successfully implemented by Desgrippes Gobé with some of the world’s most-loved brands, both on a domestic and global level. Companies like Coca-Cola, AOL, Godiva, Victoria’s Secret and Estée Lauder have recognized the concept’s power and used it to revitalize their brands, with enormous success.