For years, we have lamented the lack of marketing savvy used in developing city and town mottos, taglines and slogans. A very small portion of these are effective in highlighting their municipalities’ unique value propositions.
NEW THINKING
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Brad VanAuken The Blake Project, Author at Branding Strategy Insider - Page 7 of 84
Two universally scarce commodities are time and money. Some people have one or the other but not both, other people have neither, while a few fortunate people have both. Brands can command a price premium or a time premium or both. This leads into a universal cross-category segmentation scheme.
Why do people purchase the products, services and brands that they do? At a minimum, marketers should think about this periodically. Ideally, marketers should always be thinking about this. So, why do people purchase specific things?
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 Jim, an Executive Director at a nonprofit organization in Seattle, Washington who writes: