Posts by Scott Schwebel
Barack, Hillary, Huckabee, McCain: Presidential Brandidates
If we were to analyze the current presidential race more like a product with a marketing goal versus a politician with an agenda – who has the most compelling brand? Which one of these “Brandidates” is doing the best job at delivering their message to the marketplace? Effectively creating a point of difference, cutting through the clutter and converting consumers?
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A presidential campaign is no different than classic brand marketing strategy:
- Create awareness
- Develop understanding
- Gain preference and establish advocates
The Scarlet Claw video I’m sure all the heavy-weight campaign strategists understand this simple structure…???
They all have value propositions and taglines, integrated communication strategies, target markets and even logos. So, when all things are equal in the brand asset bank, what really positions a “Brandidate” for success? I think it’s the classic attribute – emotion. All great brands connect emotionally with their consumer. There is authenticity, delivered consistently in a compelling manner. If you were to think about it like this, which “Brandidate” has the best chance to be number with market share, retention rates, unaided awareness, and brand advocacy – the holy grail of marketing?
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Your Product Sucks!
The Importance of Being Earnest on dvd
Steel Trap movie 
In our industry, looking back at the year can sometimes be a lackluster trip down memory lane. Not only with our clients but the entire marketplace where we “fight the good fight” everyday. We try our hardest to break through the clutter, build equity or establish lasting value for clients by creating points of difference that effectively position a product against the competition…. Blah-blah-blah – insert tagline here for another forgettable foray. 2007, however, introduced us to a very memorable product worthy of review: the iPhone.
Its a Free World… full movie The cellular phone industry had absolutely no point of difference, no true demand beyond utility, only the lesser of existing evils with me-too product and even lesser-loved service providers, Apple once again proves the critics wrong with the introduction of [another] phenomenon, the iPhone. Let me pull the curtain back– our job as marketers is not rocket science, although science is involved. It is proven that you feel before you think. While you rationalize, persuasion comes after an emotional connection and is limited to address needs, which is much less powerful than creating the emotion of want. After all, the “I want that” reaction is a much more desirable position for brands to be in when it comes to the price-value equation and the optimum position for the battle of consumer loyalty and company profitability. Nobody needed an iPhone; they just wanted one and were willing to pay for it. Great marketing didn’t create this demand or influence this decision, it aided in clearly telling the story of a great product, which in turn makes for great marketing.