Peter Drucker, the father of modern management once wrote that, the purpose of a business is to generate new customers, and only two functions do that, marketing and innovation. All other business functions are expenses. That piece of advice has since been ignored by many business leaders with but a few exceptions.
Some time ago, I checked into a hotel in Hong Kong. The receptionist handed me a bunch of business cards. They weren’t the hotel’s business cards but my own, complete with my phone and fax numbers and contact details while staying at the hotel. It was a gesture that kind of made me feel special.
1. Go to the essence of the product. State the product’s essence in the simplest terms of its basic advantage. And state this both tangibly and memorably.
Is perfect branding really the best way of building brands?
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Medha, a brand researcher in New Delhi, India who asks…
