The essence of marketing is to create and sell a product or service that better meets the needs of a set of people, for profit. The essence of brand building is to make a promise to this set of people – the targeted market – about the product or service’s features and benefits, and then…
Electric-car maker Tesla recently posted a new video commercial on its Facebook, Twitter and Instagram accounts. Tesla’s CEO Elon Musk even raved about it on his Twitter feed. What is the big deal here? That the one-minute video is a spec commercial produced by a bunch of recent college graduates, who say they are ‘passionate…
As brand marketers continue to increase their digital marketing spends relative to the conventional media, their primary goal is to generate virality, buzz or word of mouth online – whether stated or otherwise. Digital marketing effectiveness is often measured by the number of people who viewed a brand’s communication (a video, website or a social…
The ability to change people’s attitudes towards an idea or an object – say a product category or a brand – is a highly sought-after marketing skill. Attitudes can often be good predictors of behavior and any marketing campaign that succeeds in changing attitudes of any given segment, favourably, is by definition helping expand the…
Will a spectacularly creative and memorable campaign help you sell a product that is decidedly poor value compared to other alternatives in its category? The short answer is yes. And the longer answer, as always, is a little more nuanced. To answer this question conclusively, we need to first understand and make note of a…
In the first post of this two-part series, we saw how the function of public relations is used to perform two key roles for any public entity – marketing and advocacy. The role of marketing comes into fore whenever PR is directed at an entity’s customers. Also, recall that from a marketing perspective, customers include…