POWERING your BRAND
At the consumer level there are only a few functions at play into real market share and sustainability.
Here are the two most inclusive and powerful. One is perception and the other is promotion. Most consider the two functions one in the same, and while they do overlap, all activity will skew one way or the other, most likely following an 80/20 type rule. Depending on your current position in the marketplace and your ultimate destination, whether remaining local or scaling into other markets, these two functions will play distinctly different roles.
PERCEPTION BRAND - It is a combination of subtle impressions in the minds of consumers. It's what people think about a brand and its value. A powerful force, earned only through the highest degree of standards in brand prominence, consumer interaction and execution in the marketplace. This is the direct consumer experience with a brand on a routine basis. It is the foundation for winning. Without it, all other activity is temporary.
Brand Prominence
Consumer Interaction
Execution in the Marketplace
PROMOTION ACTIVITY - It is designed to get attention and move consumers into immediate action! It is the promotional side of business. Ideally a constantly evolving process that creates newness in the marketplace. Its design is to spike the business and sustain portions of those spikes. A powerful process sustainable only by building on top of a strong brand foundation.
Promote the Business
Move Consumers into Immediate Action
Create Newness in the Marketplace
Organizations that build and lead cultures around these two ideas, and do so consistently, will dominate their field and become highly profitable.
The combination wins the market share game and sustains growth on top of growth!
