In “The Unexpected Universe” naturalist Loren Eisley tells of coming upon a spider in a forest spinning the sticky spokes of the web that extend her senses out into the world. Just so, brand planners need to find ways of extending their senses far beyond what can be directly perceived by their ears and eyes. Like the spider, brand planners sit in the middle of a complex web, listening, watching, waiting.
In sports the sweet spot is that one special place on a baseball bat, golf club or tennis racket that drives the ball farther or faster with less effort than when it is hit any where else. In the marketing world there are campaign sweet spots too. And when your campaign idea strikes resonant emotional chords with your target consumer’s internal sweet spot then outsized profit and market share gains occur.
Spectre, the 24th Bond movie, is great. Its International box office takings are setting records and are already heading into the stratosphere. For marketers the interesting part is just how market-oriented Spectre’s director, Sam Mendes, proved to be in the creation of his latest Bond installment.
Brand equity measurement leads to highly valuable insights into what the brand and competing brands own in the minds of its target customers. For those marketers in the process of measuring brand equity, We have cataloged the 29 most common mistakes to avoid:
In the late 1980’s when Nike was in the midst of figuring out how to reposition the brand with the women’s market (see Soulful Branding for the full case study) we found that hardcore, male, testosterone-driven, competitive sports heroes, images and stories were all pervasive, defining the ethos of the Nike brand. Recognizing the inappropriateness of the hardcore male sports ethos in communicating with women was the first step in successfully repositioning the Nike brand....
