Are we building brands in line with how our customers behave?
Do you think that differentiating yourself from others in the market is an essential task for marketers or that mass marketing is dead or at least uncompetitive? Or that our customers have special reasons for buying our brand? Scientific knowledge shows that this is not the case at all and that these assumptions are wrong. This is also what the Marketing RULEZZ Special: Brand Edition conference will be about, which Palo Hapák from TheMarketersbiz will talk more about.
As the name says - it will mainly be about brands . Well, not even about how to advertise brands, but rather about how to effectively build them to grow and also about how their marketing works. Brand building is not only about advertising or communication . It is mainly about understanding the principles of how the brand itself works. That is also why it is paradoxical that new inspirations for their effective management are brought only by research of many years of knowledge about the laws of marketing , which even today many marketers do not always know thoroughly.
WHY DO YOU THINK THAT?
In this regard, it should be noted that there are two significant marketing currents, or "teachings" as they used to be called, in our mental marketing space today. The basis of one of them is the book " The Long and the Short of It " by the British gentlemen Les Binet and Peter Field , and the other also the cult book " How Brands Grow " by Byron Sharp from the Ehrenberg-Bass Institute for Marketing Science in Australia. That's also why I talked about certain paradoxes in our marketing and communication industry, where we focus more on creativity in brand communication than on the scientific use of knowledge in building them. Both of these schools are based precisely on the research of long-term data and on the scientific conclusions resulting from them. And it is interesting that several of them contradict several marketing myths that many of us still believe today. And that includes me:) I know from our experience that there are many marketing professionals in Slovakia who follow the ideas of these marketing personalities and use them in their work, but I also know from practice that many others rely even more on creativity in advertising. On the Marketing RULEZZ Special: Brand Edition therefore we want to present proven knowledge on how to improve marketing and how to use it for the growth of brands in these turbulent times. And all this with the help of research from the Ehrenberg-Bass Institute for Marketing Science, which is led by Byron Sharp.
WHAT ABOUT THE MARKETING MYTHS?
I will mention at least three of them that I "wrote" from Byron Sharp's first book "How Brands Grow". Do you think, for example, that differentiating yourself from others on the market is an essential task for marketers ? That mass marketing is dead or at least uncompetitive ? Or that the buying customers have special reasons for buying our brand ? Scientific knowledge shows that this is not the case at all and that these assumptions are wrong. And this is definitely a challenge to think about whether we are building brands and doing their marketing in accordance with how our customers behave.
Read the full article in SITA.