Following are my stream of consciousness thoughts about marketing.
- People have beliefs, attitudes, values, hopes, anxieties and fears. Marketers must understand these to be successful.
- In marketing, less is almost always more. This is true of copy and visuals.
- The actual customer experience is the most important driver of brand perceptions.
- Building awareness is the most important marketing activity. Communicating relevant differentiation is the most important branding activity.
- People make purchase decisions based on emotions, not logic. Every marketer should understand this.
- Brands should focus on their most compelling assets, especially if they are unique.
- Humor and entertainment can be very powerful components of marketing communication.
- Shared values and "brand as a badge" (self-expressive vehicle) are the two most powerful sources of brand differentiation.
- Related to this, many brands succeed as status symbols.
- Customer service is a very important part of a brand's success.
- Know customers' primary sources of information and where they are most likely to shop.
- To a very large degree, marketing is a combination of consumer psychology and common sense.
- The sales function is critical to successful brands. Personal relationship-building matters.
- Sales and marketing must work together seamlessly.
- Build a robust but flexible brand identity system. Colors matter. So do symbols and icons.
- Brands can often connect with people at a sub-conscious level.
- Where a brand is distributed (and where it is not distributed) says a lot about the brand. Make sure your brand's distribution is consistent with its positioning.
- Price can be an indicator of quality. Use reference prices to create desired price perceptions.
- Inconsistent execution can kill a brand in the long-run. Brands must be trustworthy.
- It has been my observation that successful marketers tend to be entrepreneurial, opportunistic and good at ideating. They are always looking for new approaches to marketing.
- Never forget that marketing is about relating to people and their needs and desires.
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