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You Brand Is A Tool - Learn How To Use It

Sep 17, 2024

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And I believe it’s a really powerful one for driving growth - fortunately, most academic research backs that up.


Before we get lost in Brand tactics, let’s talk about the components of an integrated marketing strategy and the role Brand plays in driving growth. Context is everything when it comes to assigning goals, working against objectives and measuring progress against them in an informed manner.


The basic framework for successful, integrated campaigns is Awareness + Association + Activation.


Awareness is self explanatory, right? You want the maximum number of people to know your brand’s name, to recognize its logo. Repeated exposure and the consistency of the message and marks makes each exposure work harder.


Association is intuitive, too. You want your target consumers to know enough about your brand to think positively about it, recall your brand name in specific buying occasions or need states that are most relevant to your products and services, and to associate you with the attributes that are known to positively influence purchase decisions. Right? Quality, comfort, ethically sourced, inclusive, body positivity, for a certain occasion, the list goes on and has everything to do with your specific category, your audience and your brand’s uniue philosophy or approach.


Activation is sell-through. Whether it’s strategies on shelf or at point of sale, promotions and discounting windows, or conversion tactic. Its obvious why this is important.


Back-tested academic research suggests the most effective integrated marketing campaigns balance roughly 60% of resources toward Awareness and Association while the remaining 40% goes toward Activation.


I would say most mature or category leading brands are implementing some version of these concepts in their planning practices. However, many growth stage businesses, let’s say in the $50-250MM ARR range, are not. Instead, most are overly focused on short term sales through mostly rational messaging among a narrow customer definition. That’s perfectly fine in the earliest stages of building your company. It’s critical to gain traction within a sub-category niche. But eventually, with success comes the need to diversify. Diversifying into new products or services, new geographies, new distributions channes, new expanded audience segments. And to compete at a that expanded scale, you have to start to implement an integrated marketing strategy that prioritizes short term sales AND long term growth fueled by an elevate brand creative strategy.

Sep 17, 2024

2 min read

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9

0

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alex@ufa.co
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alex@ufa.co
Born in New York City

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Privacy Policy

Unrestricted Free Agency.

Ideas move.

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