There still seems to be a misconception that if you have a logo you have a brand. I appreciate a good logo as much as the next guy. It’s a symbol that can be used just about everywhere to say, “here’s who we are.” But it’s not the brand. No way.
Here’s a bet for you. I bet that you think your product/service is the best in its category. Absolutely. No questions asked. Right?
OK. Then I bet you’re telling that same brand story on your website, in your blogs, eBooks, social media, and so on. You’re the best.
There’s a problem though.
I saw a terrific video the other day from Mark Schaefer titled: What you’re selling may not be what they’re buying. Essentially, he was talking about all the marketing firms and advertising agencies that are selling content marketing, when only 20 – 30% of their audiences have a clue what it is.
Do you have an affluent persona on your list? Then email is the tool most likely to get a purchase out of them, according to MediaBistro. Facebook comes in a very close second, just not with this target audience. It doesn’t register as having any purchase influence at all at all with households earning incomes over $100,000. So let’s talk about the best way to attract riches from the rich with an enticing email campaign.
“Manufacturers have market power because they have information about a product the customer does not and cannot have. And, doesn’t need if he can trust the brand. This explains the profitability of brands.” Peter Drucker