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branding

May. 24th 2008, Sat @ 3:22 am 324 words in post

do you know how important Branding is? Try to find justifications that tie in to your brand’s persona: Birth dates and anniversaries are good; spring or Back-to-School are less good. Häagen-Dazs could do an annual promotion on or around July 9th for its Dulce de Leche ice cream to coincide with the Argentine National day. (The flavor and the name originated in Argentina.) Other flavors can tag along for the ride. A summer ice cream promotion, with no other justification than summer, may have the same dates and the same result on sales, but would not enhance the brand. Sure, what we suggest requires some homework, but it is essential for running promotions that can actually help build your brand.

Formalize the promotion planning process to include a mandatory rationale for the existence and the timing of each promotion. Look at every promotion not only for the tactical job it can do in the short term but also as a communications tool. It is one of the many voices of the brand and it can help you if it says the right things.

“Brand Building Promotions” are very rarely seen because they require extra work by the promotion tacticians (often the Product Manager) to accomplish a strategic purpose that few companies have formalized. You can change that, but you’ll have to use your imagination. You may have to do research into historical events or odd characters (like Ray Kroc or Sylvester Graham who promoted Graham flour). Also research your consumer’s habits (when do they use your product; how do they use it; what other products do they use it with?). Wherever you find your inspiration, exercise your creativity to create brand-centric promotion opportunities that will have the desired effect on sales and further your branding strategy at the same time.with all these brandidentityguru.com visit them today for more info and tips.

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    May 31, 2008 at 3:28 pm

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    May 31, 2008 at 3:29 pm

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