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13 Inspiring Marketing Quotes (And the Actions You Can Take)

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What habits have you become so comfortable with that you don’t even notice or question them? With today’s fast-paced world, businesses need to be constantly adapting and preparing for the future.

These thirteen marketing quotes (plus a bonus one!) are amongst my favourites of all time. They will hopefully excite and inspire you to consider what changes you need to make to become even more successful through a customer first strategy.

As is the tradition at C3Centricity, there is a recommended action for you to take for each quote. How many will you complete?

#1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon (>>Click to Tweet<<)

This has to be the most important marketing quote to remember for all of us wanting to be more customer centric. It’s also one of my favourites, as I’m sure you’ve realised!

Brands depend on customers and if companies remember this, then they can only succeed. If however they get so tied up in their products & services that they forget their customers, they may enjoy their work but their brands will always be vulnerable to competition.

RECOMMENDED ACTION: Watch the Customer First Strategy Webinar HERE

 

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein (>>Click to Tweet<<)

One of the biggest mistakes marketing can make is to not appropriately define its target audience. It is understandably hard for a brand manager to accept that he can’t please all category users and that his target sub-category is smaller than the total category he thinks he could attract.

By trying to please everyone, we end up pleasing no one! So bite the bullet and reduce your target category size by being more precise in selecting and describing your audience.

RECOMMENDED ACTION: Learn the essentials of targeting HERE.

 

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley Davidson (>>Click to Tweet<<)

If they aren’t already included, then every employee should have regular customer connections added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or brand manager, they all need to understand how their day job impacts the satisfaction of their customers.

Customer connections also inspire new thinking, can identify previously unknown issues and excite everyone to think customer first in everything they do.

RECOMMENDED ACTION: Sign up below for the FREE Customer First Strategy Webinar.

 


For more ideas about getting to know your customers, join the FREE Customer First Strategy Webinar. In it, I share many Tips, Tools and Templates to improve your Customer Targeting, Understanding & Engagement to Grow your Business Faster.

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#4. “If you use standard research methods you will have the same insights as everyone else.” David Nichols (>>Click to Tweet<<)

When was the last time you revised your market research toolbox or refined your insight development process? It’s a rapidly changing world both technologically and societally-speaking. The methods you use to observe, understand and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market.

RECOMMENDED ACTION: Attend a 1-Day Catalyst session reviewing all your market research methodologies and metrics. Find out more HERE.

 

#5. “The structure will automatically provide the pattern for the action which follows.” Donald Curtis (>>Click to Tweet<<)

There has been a lot of discussion about the new roles of the CMO, CIO and the creation of a new CCO (Chief Customer Officer) position. Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow.

As mentioned above, the world is changing rapidly and you need to keep abreast of these changes to stay in the game. Who wants to find themselves the equivalent of the Kodak or Borders of 2017?

RECOMMENDED ACTION: Develop plausible future scenarios to prepare for possible opportunities and threats. Contact us HERE.

 

#6. “Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos (>>Click to Tweet<<)

This is one of my all-time favourite quotes from a man I truly admire, for truly “getting” customer centricity. Their slogan is even “Powered by Service”! As already mentioned above, every single person in a company has a role to play in satisfying the customer.

Zappos have an integration program for all new hires – including the EVPs – that incorporates time at their call centre answering customer queries. What a great way to show a new person what the company is really about.

RECOMMENDED ACTION: Why not start a similar introduction programme in your own company and organise regular customer connection sessions? We can show you HOW.

 

#7. “The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust (>>Click to Tweet<<)

Marketing roll-out plansToday’s customers are very demanding which has prompted many companies to increase their innovation and new product launches. However, it has been shown that renovation is as important as innovation in keeping customers satisfied (find links to relevant articles HERE).

Instead of forcing your marketing and R&D to meet certain percentage targets of new launches, most of which will be destined to failure according to latest statistics, why not review your current offers with new eyes?

If you truly understand your customers, you will quickly find small changes that can make a significant impact on customer satisfaction and loyalty, when you take their perspective. And as an added bonus, if it solves a frustration of theirs, it might even bring you increased profits, since the perceived value will be higher than the cost.

RECOMMENDED ACTION: Download the free "Secrets of Innovation" eBook by completing the form on the right-hand side of this page.

 

#8. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos (>>Click to Tweet<<)

In the past, most companies were more concerned with the reputation of their brands than they were with that of their company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the brands they buy, it is vital to manage your image from both perspectives.

In addition, if your company is the brand as is the case of Coca-Cola or Red Bull, then this is vital to follow very closely. The same applies for any organisation that is considering adding their company name more prominently to their packaging.

RECOMMENDED ACTION: Review whether there are differences between your company and brand images and whether they are complementary. And book a 1-Day Catalyst Training Session to ensure you are measuring the right metrics to optimise your images.

 

#9. “The journey of a thousand miles must begin with a single step.” Chinese Proverb (>>Click to Tweet<<)

Today’s customers often have more complex paths to purchase in many categories than they did in the past, so thinking of the simple awareness to loyalty funnel becomes less relevant.

In order to understand the purchasing of your brand, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information based on the size of their budget and take the time needed to make what they consider to be an informed decision.

RECOMMENDED ACTION: Check whether you are in every relevant touchpoint with appropriate information for them. Learn more about optimising your communications HERE.

 

#10. “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill (>>Click to Tweet<<)

If your world has changed then so should the metrics you use to manage the business. Annual reviews of your KPIs should be made, if not even more frequently.

Also, review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? If not, then it's probably time to update your KPIs.

RECOMMENDED ACTION: Review and refine your KPIs. Find out more in Chapters 37-38 of "Winning Customer Centricity."

 

#11. “The fear of being wrong is the prime inhibitor of the creative process.” Jean Bryant

Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error exercises, the more likely it will be that your employees will share their more creative ideas.

If failure is punished, then they will be reluctant to try or even propose new things and your business will stagnate. This is a great time to review your ways of compensating creativeness as well as how you share learnings from failures.

RECOMMENDED ACTION: Download the FREE "Secrets to Actionable Insights" below.


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#12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot

Do you ever take decisions based on information or knowledge? If so then perhaps you should reconsider your insight development process.

While information and knowledge are essential to a deeper understanding of your customers, it is only when you have integrated everything you know and understand about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

RECOMMENDED ACTION: Sign up for a 1-Day Catalyst Training Session on "Insights to Action" or "Insights to Impact." More information HERE.

 

Storytelling#13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds

Taking the decision to share information and understanding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential understandings of your customers.

Before every presentation ask yourself what is the one sentence that sums up everything you want to share.

If you can't come up with one, then perhaps you don't know what you're talking about, or perhaps you just need more time to practice.

RECOMMENDED ACTION: Read Chapters 45-47 in "Winning Customer Centricity."

 

So there you have thirteen marketing quotes that will excite and inspire most people. And because I promised you a bonus if you read to the end, here is one more which aptly sums up all the others.

It is the one message out of all these marketing quotes from Charles Darwin which remains vital to remember in this awesomely changing world we live in.

“It is not the strongest of the species that survive, nor the most intelligent, it is those most responsive to change”

If you have your own favourite marketing quote that inspires you to change your business practices in 2017, then please share it below. We would love to hear from you and we promise we'll add it to our growing library of quotes, with appropriate credit to you. (Fame at last!)

For even more inspiring marketing quotes, why not check out our website library? it's regularly updated.

C³Centricity used images from Denyse's book "Winning Customer Centricity" in this post.

Brand Recognition and How People Recognise Brands

Brand image is expressed in many ways which can also help brand recognition. I wrote a highly popular post on the topic last year, which I would recommend reading first if you missed it; it’s called “What Every Marketer Needs to Know about Brand Image, Equity, Personality & Archetypes”

Since then I’ve been thinking a lot about what brands are, above and beyond their names, logos and the product or service they offer. Which of them have a face, a voice, an aroma, a unique packaging, a slogan or a sound that immediately identifies them? If so, what does it bring in addition to the brand in terms of brand recognition?

Here is a very personal perspective of some of the best examples in each area. Feel free to add your own in the comments below.

 

Face

Some of the faces which represent brands are of celebrities, others of unknown people who become celebrities.

One of the first faces I think of for a brand is Flo from Progressive. She has won the hearts of Americans over the years, with her helpful but quirky discussions with potential customers. She has also made insurance less confusing and more friendly through her “girl next door” looks and sparky attitude. Here’s one of the most recent ads with Flo from last year.

In 2012, an animated box was added to their campaign concepts, to represent the company’s products. Apparently, the vast number of ads with Flo – over 100 – had resulted in a “love her or hate her” relationship as some found her off-putting.

George Clooney has been the face of Nespresso for many years now. He started as smooth and superior, but over the years he has become more approachable, even funny. The latest commercials actually show him being injured in various ways, from falling pianos to “Mafia-type makeovers!” They are always entertaining, even for non-Nespresso drinkers.

Perhaps Nestle is trying to open their appeal to younger coffee drinkers who enjoy humour and hoping that the videos get shared on social media?

There are many other examples of “faces” that we now immediately recognise and associate with their brands. Even if some have been dropped over the years, they still maintain their strong connection:

SC Johnson’s Mr Clean and the muscle man

Quaker Oats and the Quaker.

Coca-Cola and the Polar Bear

Marlboro and the Cowboy – Darrell

Duracell / Energiser and the Pink Bunny

Each face is chosen to represent the brand because it fits with the values with which it wants to be linked.

The Muscle man suggests toughness, never tired, perfect for house cleaning when you want the quickest and easiest solution to difficult jobs.

The Quaker implies integrity, harmony, simplicity, perfect for natural products.

The Polar Bear is associated with cold, stimulating, refreshing liquid (ocean), perfect for a carbonated soft drink.

The Cowboy suggests independence, freedom, strength, perfect for a masculine brand.

The Bunny implies endurance. never-ending energy, perfect for a long-lasting battery.

The advantage of a cartoon character over a real person is that associations are unlikely to change. Just consider some of the recent sporting disasters which resulted in brands firing their “faces”.

Almost all celebrity spokespeople are required to sign an agreement containing certain moral or behavioural clauses. These give the brands the right to cancel a contract if the celebrity does something which could be damaging to the brand.  Nike has done this with Maria Sharapova, Manny Pacquiao, Michael Vick and Lance Armstrong.  Tiger Woods was apparently dropped by Gillette, Accenture, AT&T, Gatorade and Tag Heuer. Wow, that must have lowered his income somewhat!

Find out more about the challenges of choosing a face for a brand in this article on advertising law, and this one on the top 15 athletes who were dropped by their sponsors.

 

Sound / Voice / Tone

Besides the faces of celebrities, some brands have adopted a very individual voice or sound. These can be actual voices, such as the infamous Budweiser’s Wassup campaign that was first aired in 1999. (yes really that long ago!) Or the tones used in print advertising, which has become even more important with the rise of social media.

George Clooney is definitely a smooth talker, at least he was in the first ads he did for Nespresso. With time, he has become more self-deprecating and funny, as in the above commercial. As already suggested, perhaps Nestle wants to move its brand image and reputation to appeal (also?) to younger coffee-drinker?

Both Coke and Pepsi use sound to great effect. For Coke, it is the ice being dropped into a glass and then Coke being poured over it. For Pepsi, although it may have started by using the sound of the ring pull releasing the fizzing bubbles from the can, the brand now introduces unknown music performers with their “sound drop” campaign.

Kellogg’s believed that the reason for their success was the sound their cornflakes made when they were being eaten. In fact, they hired a Danish sound lab to recreate the Kellogg’s crunch for inclusion in their advertising. It became so identifiable and uniquely Kellogg’s Cornflakes that the company went on to patent it.

One of their latest developments is the creation of the world’s first light therapy bowl. Although only in prototype form, for now, it is part of a project to help beat SAD. I find this a particularly interesting development, that they are experimenting with adding sight to their already well-known sound.

Unilever’s Magnum is another brand with a distinctive sound. The ice cream is instantly recognised today from the cracking as the model bites into the chocolate coating. This sound is used at the beginning and at the end of the ads for their bars; pity the music in between is somewhat irritating, at least to me! And recently, they have added the cracking sound to the advertising for their new range of chocolate topped ice cream tubs, albeit it more discreetly.

Moving on to the tone of voice on social media, some of the best examples I’ve come across include:

Innocent: Would you be interested in following a Twitter account that posted about natural fruit drinks all day? Probably not, and Innocent Drinks clearly understands that. Instead of simply advertising its juice products, Innocent posts chuckle-inducing, highly relatable content. It comes across as Innocent being just a friend who is always coming out with random, yet spot-on observations of life. Who wouldn’t want to follow them on Twitter for this daily dose of fun?

Innocent on Twitter

Tiffany: This brand mixes product images with thoughtful commentary such as the example below. It continues its elegant, cool sophistication of its physical presence admirably. It also uses its signature colour in large blocks for instant recognition.

Tiffany on Twitter

 

Old Spice: Having been successfully relaunched with its “Man your man could smell like” campaign, which was directed at females, it recently moved to a more irreverent and fun tone which is particularly appealing to younger men. At least that’s what I think because most of their new ads certainly don’t appeal to me! Let me know what I’m missing in the comments, please!

Old Spice on Twitter

 

Aroma

Smell is the only one of the five senses which connects with the right-hand side of the brain. This is where creativity, emotion and hunger are processed, and memories of pleasurable experiences are stored. Therefore smell is the sense which can trigger an impulse reaction.

Branding is about creating an emotional connection with users and therefore aroma is a powerful ally in doing this.

There is little logic involved in impulse purchases! For this reason, aroma is being increasingly used to build brand recognition even further. It is a powerful yet subtle way to gain customer loyalty, especially in such industries as retail, hospitality, healthcare, finance or any enclosed environments. You find yourself feeling good in certain places without really knowing why.

Aroma is so powerful, that some brands have been created or relaunched using it as their USP. Think Herbal Essences as one example. It was originally launched as a single shampoo. But in the 1990s it was relaunched using commercials featuring women moaning with pleasure while using the product. The shampoos offered “a totally organic experience” thanks to their unique and luxurious perfumes.

Even if the groaning has gone away, the perfume of the shampoos remains the luxurious spirit of the brand, as shown in this latest commercial.

Other examples which have been launched in the past few years, positioned primarily on aroma, include Jeyes Bloo Foam Aroma and P&G’s Lenor Unstoppables™.

 

Packaging

Colour and shape are important elements of recognition. But packaging goes way beyond this today. A pack can become a brand’s signature, whether through its unique form, touch or sound. Yes, a pack can have a sound too – see the numerous examples below.

When thinking shape, Coke obviously springs to mind first, but Toblerone chocolate, Perrier water and Pringles chips also have distinctive packs. Their success can be witnessed by the copy-cat look-alike packs that have been launched by competitors ever since. In some cases even the pack’s colour is similar, making brand identification on-shelf more of a challenge.

Unique forms have also become important in a number of industries as a way of combating market saturation or stagnation. These include cigarettes, candies, condiments and perfumes. In the later, product shape plays a vital role since the bottles are transparent and the majority are colourless too. Luxury can therefore only be suggested through the caps’ materials and the form of it as well as of the bottles.

Shape can also be used as a differentiator in providing additional benefits. Think about the Heinz Ketchup squeeze bottle or the pump dispensers offered on products from cosmetics to liquid hand wash.

Companies are paying more attention to the sound their products’ packaging makes too. There is the well-known clunk of a luxury car door (not sure if we would call it a pack!), but also of the lid closing on a Pantene shampoo bottle. The click of a pen cap or mascara wand when closed are studied and evaluated so that they give just the right sound for associations with luxury or safety.

Branding is becoming ever more challenging with the explosion of products and new product offers being launched each year. Therefore to stand out from the competition, a brand needs more elements to identify its image and personality.

As I have shared, its face, voice, sound, tone, aroma and pack all increase its differentiation and enhance brand recognition. In addition, research shows that stimulating more of a user’s senses significantly increase loyalty. It has been estimated that senses account for 25-30% of a brand’s revenue! So what are you waiting for?  


For more ideas about improving your Brand Building, join the FREE Customer Webinar. It shares many Tips, Tools and Templates to Catalyse Your Business and improve your Customer Targeting, Understanding & Engagement Immediately.

How to Stop Customer Satisfaction Drip, Dripping Away

I recently spent a few days in a condo that I have rented before in Miami Beach. It is a wonderful penthouse suite with panoramic views of the sea to the east and Miami city and port to the west. I rent it because I am always delighted to spend a few days of vacation in such a perfect place.

However, this last time I wasn’t happy. What has changed? Very little really but enough to make me feel disappointed. That made me reflect on how quickly our customers can move from delighted to dissatisfied because of some small detail we might have overlooked or which we ourselves see as irrelevant. Let me explain.

  1. I arrived at the condo building, but the usual doorman with whom I had built a good relationship has been replaced by a new person. Just as efficient but not “my” doorman; he didn’t know me so he came across as less welcoming and friendly. In the business world our customers like to be recognized for their loyalty.
  2. The condo was as perfect as ever, but had obviously been cleaned in a rush in time for my arrival. It smelt wonderful of course, but I didn’t notice the high-sheen tiled floor was this time wet and I went skidding onto my backside as soon as I entered. Customers notice when things are wrong more than when everything is right.
  3. The usual paper products were supplied, but only four sheets of kitchen roll and not many more of toilet paper! No big deal but it meant I had to immediately go out and buy them first thing the following morning instead of lazing at the beach. Customers will sometimes buy a competitive product rather than go searching when yours is out-of-stock.
  4. I went to bed early upon arrival because I was tired from the sixteen hour trip and the six hour time difference. I had never noticed before but neither the blinds nor the (too short) curtains cut out the daylight, so I tossed and turned for hours before sleep finally took over. Small issues with your product or service may go unnoticed – at least until there are many more “small issues.”

I am explaining these details to demonstrate how little things can build upon one another to create dissatisfaction. The same can happen to your customers. So ask yourself, what little changes have you been making that your customers haven’t (yet) noticed?

  • Reducing pack content just a little
  • Reducing the cardboard quality of packaging
  • Making the flavouring just a little more cheaply
  • Increasing the price just a few cents
  • Shipping just a few days later than usual
  • Call centres being not quite as friendly as they used to be
  • Response time to queries and requests a little slower than before

These adaptations are unlikely to be noticed by your customers at the time they are implemented, unless they are already unhappy with your product or service. The minor changes you have been making over the past months or years will have gone by without any impact on sales. Therefore you decide to make a few more. Each will save you a little more money, which adds up to big savings for you.

However, one day your customers will notice and question their original choice (>>Tweet this>>). To avoid this slow drain on your customers’ satisfaction and delight, here are a few ways to avoid this situation arising in the first place:

  1. When you run product tests, compare not only to the current product and your major competitors but also to the previous product. (or its ratings if the product is no longer available)
  2. Run a PSM (price sensitivity meter) or similar test to check levels of price perceptions and acceptable ranges.
  3. Measure br and image on a regular basis and review trends not only the current levels.
  4. Check that call centres are judged on customer satisfaction and not (just) on the number of calls answered per hour.
  5. Offer occasional surprise gifts or premium services to thank your customers for buying.
  6. Aim to make continuous improvements in response times both online and in call centres.

Perhaps surprisingly, in many categories, customer satisfaction, loyalty and delight come from the small differences and not the big basics (>>Tweet this<<). For example:

  • Consumers are delighted by the perfume of a shampoo more than by the fact that it cleans their hair.
  • Amazon surprises and delights its customers by occasionally offering premium delivery for the price of st andard.
  • Kids will choose one fastfood restaurant over another because of the “free” gifts offered.
  • Women love to buy their underwear from Victoria’s Secrets because they walk out with a pretty pink carrier bag overflowing with delicate pink tissue paper.
  • Men buy their girlfriends, wives and mistresses jewellery from Tiffany because they know that the little aqua box they present to their loved one already says it all, even before it is opened.
  • A car is judged on its quality and safety by the “clunk” of the door closing, more than its safety rating.

In today’s world of dwindling product / service differentiation and an overload of choice, which I already spoke about in the last post entitled “Do your Shoppers face a purchasing dilemma? How to give the right customer choice every time”, your customers want to be made to feel cared-for, not cheated. Find new ways to surprise and delight them and they will remain loyal, even if you have to increase your prices. As L’Oreal continues to remind its consumers every time they buy one of their products, “They’re worth it”.

If you would like to review your br and building and learn new ways to catalyse your own customers to greater loyalty and delight, then contact us for an informal discussion of your needs. I know we can help.

Winning Customer Centricity Book

Don’t forget to check out my latest book Winning Customer Centricity. It’s available in Hardback, Paperback and eBook formats on Amazon and andnoble.com/w/winning-customer-centricity-denyse-drummond-dunn/1121802409?ean=9782970099802″ target=”_blank”>Barnes & Nobles, as well as in all good bookstores. And if you haven’t yet joined, sign up for free to become a C³Centricity Member  and get a DISCOUNT CODE as well as many free downloads, templates, case studies and much more.

C³Centricity used an image from Miami andBeaches in this post.

 

Brand Strategy, Vision & Planning: When did you Last Review Yours?

How do you develop your br and strategy and vision? Do you just take last year’s document and revise it? Do you build your plan based upon the sales and profit increases imposed by management? Or do you start from your target customers’ perspective?

You know me well enough to have guessed that as a customer centric champion, I am going to say that the third answer is the correct one. Now I’m not saying that you shouldn’t take neither last year’s plan nor management’s targets into account. Rather I’m suggesting that as you are selling to your customers, they should be top of mind.

If you believe that your own br and planning process could do with an update, then read on; I have gathered together some of the latest ideas and best practices to inspire you to make a few improvements.

One of my favourite quotes on planning comes from Alan Lakein, an American businessman and author:

“Failing to plan is planning to fail” (>>Tweet this<<)

Another from A. A. Milne the English author and playwright says:

“Planning is what you do before you do something, so that when you do it, it is not all mixed up” (>>Tweet this<<)

So let’s start planning so we don’t mess things up!

Where you are – the situation analysis

The first step of the process is to run a situation analysis. This phase can include, but not be limited to, a review of market shares and trends, your current customer persona, your br and’s current image and changes, as well as the full details about your offer – price, packaging etc. Here we’re not speaking about the industry definitions, but the consumers’ perspective, or course. You will also need to do the same for your major competitors, but more about that below.

Who are your customers?

anding” width=”349″ height=”197″ /> The 4 Ws of targetingThis should be a no-brainer and yet I am constantly surprised just how many clients are unable to answer this question in detail. They may succeed in being relatively specific on demographics, as the above example mentioned, but not much more.

A recent and-underst and-your-customers/” target=”_blank”>post on this topic will definitely help you get better and more precise at describing to whom you are selling your product or service, so do check it out.

Only be completing a detailed profile, or persona as many like to call it these days, will ensure you are starting from the best possible position.

What is your current image?

A br and image and equity review is essential for both new and existing br ands. What category are you in? Is that an industry definition or a customer one? I remember working with a client who thought they were competing in the carbonated soft drinks market. In discussing with consumers we found they were competing in a mush wider arena including carbonated soft drinks AND fruit juices, because their drink contained real fruit juice.

The segment in which you compete is vital to underst and, as you will then review how your image compares to those of your major competitors. If you don’t know in which segment(s) you are competing, the latter are going to be difficult to identify. (>>Tweet this<<) And you may miss a major one through your limited view, as did my client mentioned above.

You might also have to check your corporate image if it is mentioned on the pack. Make sure its image is adding to and not negatively impacting your br and’s image. (>>and’s%20image%20[tweetlink]%20%23br and%20%23image” target=”_blank” rel=”nofollow”>Tweet this<<)

Another client of mine wanted to sell a new service for young people but its corporate image was one associated with older businessmen. It would have been a huge struggle for them to change this image, so I suggested removing the company name from their packaging. Would you believe it? The br and took off immediately because it could then position itself as a product for their precise target group and adapt communications to them. It worked – big time!

Why you got here – your key issues & opportunities

Based upon your br and audit and situation analysis, you should be able to review your current positioning and see whether you are still aligned with the vision you set. You will also have a good underst anding of your major competitors as well as their strengths and weaknesses.

Knowing where you are and why, you can now start to identify what gaps exist and the reasons for them.  The actions that you plan to take could be a change to your communications to emphasise a different strength of your br and; or maybe you decide to exp and distribution to better cover your weaker regions; or  maybe it’s time to launch a line extension or even a completely new br and. See why the situation analysis is a vital step to conduct before getting into strategic action planning?

Where could you go – your vision

I mentioned earlier about management’s targets that may have been set for your br and. Often these have been developed with a view to the total business needs and then attributed to each br and or category in which the company is active. It is your job to review what is possible, not just what is dem anded.

Whether the targets are too high or too low, you need to review both the budget and actions needed to meet these targets and inform management early if they are not aligned.

I know that this won’t make you popular, but at least it gives management the chance to adjust their own plans based on such input and they may be able to adjust them across their full portfolio.

How can you get there – your strategies & tactics

Now your targets have been reviewed and agreed with management, they need to be translated into strategic initiatives you will plan for the year. At this stage keep them high level. Review how you are going to meet them, remembering that there are basically only three ways to grow a business:

  • get more people to buy
  • get people to buy more
  • get people to spend more

Decide on which one (or more) methods you will concentrate on and then you can identify the actions needed.

If you are working with a declining br and, then you can still review these three methods but you will use them to defend your share. For this you will need to underst and which of them is the major cause of the decline and then identify tactics to reduce these losses.

What you need to do – your actions & limitations

Planning your activities need to be done with careful thought and thoroughness. You need to take into account many internal as well as external factors. For instance:

  • How does your plan fit with those of the other company initiatives? The salesforce won’t be able to work on every br and at the same time.
  • Is your br and seasonal or impacted by outside conditions? Weather, local celebrations, holidays or cultural habits can all impact dem and for certain categories and br ands.
  • Do your competitors have an identifiable planning that you can either interrupt or avoid?
  • What personality does your br and have? Your activities need to fit with your br and’s personality, which you will have checked during the review of its image.
  • What budget do you have? Better to concentrate on a few touch-points than to cover all of them so thinly your efforts have almost zero impact.
  • How do your communication plans fit across all the media you will use. They don’t have to be identical but together they should build a complete story.

Those of you that are regulars here know my love of threes. Therefore another useful way to work in a simple but not simplistic way, is to plan three strategies and have three tactics for each. Nine actions are more than enough for any br and.

Final thoughts

When presenting your plan, don’t get hung up on the numbers. Tell a story about your vision; where you are today and how you plan to get to where you are going. Use numbers to support your ideas not to blind or drown the audience.

The same goes for your wording. Be precise and succinct, not long-winded in order to just fill the plan template – I think every company has one, no? Organisations oblige managers to use st andard templates, but treat them as guides  and not as a bible. I have never heard of a plan being criticised for being too short, although I have of course heard them being criticised for lack of relevant content, which has nothing to do with its length.

What are your best tips for a successful br and strategy? I’d love to hear your own recommendations, especially if you are using a different process.

If you would like our support in developing your br and strategy, vision and plans, then please contact us here; we are sure we can help.

C³Centricity used an image from Kozzi in this post.

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