Without the right message, marketing is like running in mud. Progress is possible, but it's slower and harder than it should be. The most powerful messages are those that connect to an Emotional Epicenter.™ This is a term we coined to mean a pivotal driver of a person's behavior relative to your business interests. Here's an example:
Here's an example:
One of our regional clients had spent years marketing their product based on cost savings and convenience. Although they had a base of loyal customers, there was still plenty of room for growth. Yet usage was flat and increased exposure to the cost and convenience messaging wasn't moving the needle. In the course of qualitative research we discovered something. A large number of their prospects didn't use the product simply because they weren't sure how to use it. It wasn't complicated, but it could be publicly embarrassing if they made a mistake. We concluded that people's fear of looking foolish was standing in the way of increased market share. Based on this insight we changed the brand message and over the following year requests for product information increased by 20%. Their market share increase exceeded company expectations by over 200%. And growth continued year-after-year, even though product usage in areas outside our client's footprint was on the decline.
We helped our client develop this strategy througha combination of market research and strategic planning exercises.
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STRATEGIC BRANDING
