marketing basics
DESCRIPTION
You really can't do interactive, design or advertising work without a basic knowledge of marketing principles. So here you go.TRANSCRIPT
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What are we doing here?Q.
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Somebody hired us to sell some stuff.A.
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Selling stuff is what marketing and branding
is all about.!
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Can you define marketing?
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Can you define marketing?
> Figure out what people want
> Give it to them
> Tell them that you gave it to them
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A nice, clean case
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The want: An alternative
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The give: Foreign, retro
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The tell: Back to the 60s
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The tell: It’s fun
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The results
0
75,000
150,000
225,000
300,000
1993 1998 2006
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Is branding the same thing as marketing?Q.
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No.A.
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Branding is the set ofvisual and aural cuesthat allow consumers
to distinguish your productfrom other similar ones.
!
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Why a brand?
> Your product isn’t always better or different
> When you’re not #1, people need a reason to consider you
> A strong brand commands a premium price
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Which would you prefer?
Subaru Impreza WRX Saab 2x Aero
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Which would you prefer?
Subaru Impreza WRX Saab 2x Aero
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Which would you prefer?
Subaru Impreza WRX Saab 2x Aero
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The power of a brand
21.6 cents 17.1 cents
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The value of a brand
#5 $32 billion
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The value of a brand
#4 $49 billion
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The value of a brand
#3 $56 billion
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The value of a brand
#2 $57 billion
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The value of a brand
#1 $67 billion
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Is positioning the same thing as branding?Q.
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No.A.
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Positioning is how you define your brand
versus competitors.!
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Why a position?
> Because too many products and services are functionally similar
> To call out to those people who care more about your products intangible difference
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What makes a good one?
> Defined by what you say, not what you do
> Not owned by the competition
> Important to prospects and customers
> Utterly simple and memorable
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Overnight
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Slow or Thick
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Service
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Safe
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Never mind.
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Marketing.Branding.
Positioning.What else?Q.
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Marketing.Branding.
Positioning.Personality.A.
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Brands have personalities just like people.!
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Apple doesn’t sell products.It sells Apple-ness.!
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What are we doing here?Q.
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Building distinct, likeable brands. A.
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We’re done!!