Monday, June 26, 2017

The Gestalt of Branding

Are you responsible for marketing your brand? If so, you probably do one or more of the following to promote your brand:

  • Television advertising
  • Radio advertising
  • Print advertising
  • Digital advertising
  • Outdoor advertising
  • Unusual media advertising (sidewalks, busses, sandwich boards, etc.)
  • Collateral materials
  • Direct mail
  • Website
  • Content strategy
  • Email newsletters
  • Blogs
  • Social media interaction
  • Search engine optimization (SEO)
  • White papers
  • Public relations
  • Pitching stories to news outlets
  • Publicity stunts
  • Other proactive publicity
  • Conferences, events and rallies
  • Contests
  • Membership clubs
  • Insignia merchandise
  • Frequency programs
  • Product sampling
  • Special promotions
  • Brand lisencing
  • Sponsorships
  • Classes and workshops
  • Flagship stores
  • Factory tours
  • Brand museums
  • Trades shows
  • Providing industry analysts with brand information
  • Special rewards for high value customers
  • Brand characters
  • Brand spokespeople
  • Customer relationship management (CRM)
  • Digital asset management
  • Customer touch point design
  • Orchestrating legendary customer service
  • Co-marketing campaigns with other brands
  • Personal selling
  • And many, many more marketing strategies and tactics

My point is that marketing is much more complex than it would seem to be at first glance, and associated with that, because resources are never unlimited (and usually quite to the contrary), one must decide the optimal mix of marketing strategies and tactics to achieve marketing and business objectives for the brand. Further, these strategies and tactics must be integrated and supportive of one another and they must reinforce the same brand promise and position. Thus, brand marketing is truly a gestalt. 

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