Category: Branding


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It’s summer. Time to roll down the windows, turn up the radio and listen to local car dealership commercials. Hold on, you’re not into radio advertising? I guess we don’t blame you. Let’s face it, Chevy Salebration Days isn’t going to be this summer’s Get Lucky or Blurred Lines. Why are radio commercials so boring, bad and/or downright annoying? Is it because marketing directors (and their boss) care more about splashier mediums like TV and print? Is it because agencies don’t think radio advertising is important as well? Is a left-wing plot to make more people turn into commercial-free…


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Some things common to most brands: a mission statement; a value proposition; a unique selling proposition; a positioning statement; a brand architecture; a desired perception; brand advocates.

And those are just the terms. We all know what they actually tend to sound like too. What is it about marketing that leads to so much jargon, as if the average person consciously thinks about the value proposition or the brand architecture when they’re out shopping? Brand advocates don’t think in those terms either.

Speaking of brand advocates, there are a bunch of them in every organization. They’re…


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With our B-2-B clients and prospects, we often talk about the rational versus emotional decision making of the customer. Most business decisions are bottom line, rational decisions—the fleet manager with 5,000 vehicles where a penny or two per mile difference in cost makes a huge bottom line difference, or the tug boat operator who needs to minimize downtime with extended engine maintenance intervals. Yet the fact remains we are marketing to humans, and emotion has to be part of the equation. But it’s emotion in a different sense.

We’re not talking about emotional in the sense…


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Step out of your marketing role to just be a consumer for a moment and try and identify the last time you saw an ad and were completely taken in by it.

Take your time. It’s probably not easy given all the ads we’re exposed to on a daily basis.

Now remember that while you step back into your marketing role, because chances are pretty good that the average customer isn’t going to do any better than you at that exercise. And that’s certainly not a good thing when your livelihood depends on customer engagement with…



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