Three Essential Brand Building Ingredients
by BJ BuenoJul 22, 2010
Today brands are faced with a new challenge, mainly that of clutter. In a cluttered marketplace of indistinguishable brands, developing a strong position in the heart of the customer is extremely challenging. Brands that don’t actively work to differentiate are generally defined and controlled by their competition.
In the world of Branding, you either grow or die—branding, category leadership, market share, relevance, there’s no in-between.
In most cases, the winner of this game for the customer’s heart takes all, leaving the rest of the competition struggling for minor market share. In order to develop a strong position in the marketplace, CMO’s have to understand three key ingredients for developing brand dominance:
- Relevance
- Growth Potential
- Category Leadership
Related posts:
- Category Leadership: The Power of your Brand Position Southwest Airlines summarizes this idea best when their former leader,...
- Branding as a Discipline Few companies are successful at developing solid brands. Branding is...
- Relevance: The Power of your Brand Promise Everything (including your advertising) must create value for your customer....
- Building for Long-Term Profitability Beware executives: An obsessive focus on growth leads your company...
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Tags: branding, category leadership, market share
Filed under: Brand Strategy
1 Comment
Garious
August 18th, 2010 at 11:12 pm
I wish you can expound more on the three key ingredients you have listed here, but I guess the related posts explain it all. Thanks for the useful links you’ve posted here. I like the way Southwest Airlines respond to their customers and they show that they’re not just another name on the twittersphere. It made me recall that incident they had with this famous social media influencer. Yes, branding is the key and it must be more than just a logo or a name; it’s all about brand values that will build your rep.
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