Marketing Basics
50
What are we doing here? Q.
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You really can't do interactive, design or advertising work without a basic knowledge of marketing principles. So here you go.
Transcript of Marketing Basics
What are we doing here?Q.
Somebody hired us to sell some stuff.A.
Selling stuff is what marketing and branding
is all about.!
Can you define marketing?
Can you define marketing?
> Figure out what people want
> Give it to them
> Tell them that you gave it to them
A nice, clean case
The want: An alternative
The give: Foreign, retro
The tell: Back to the 60s
The tell: It’s fun
The results
0
75,000
150,000
225,000
300,000
1993 1998 2006
Is branding the same thing as marketing?Q.
No.A.
Branding is the set ofvisual and aural cuesthat allow consumers
to distinguish your productfrom other similar ones.
!
Why a brand?
> Your product isn’t always better or different
> When you’re not #1, people need a reason to consider you
> A strong brand commands a premium price
Which would you prefer?
Subaru Impreza WRX Saab 2x Aero
Which would you prefer?
Subaru Impreza WRX Saab 2x Aero
Which would you prefer?
Subaru Impreza WRX Saab 2x Aero
The power of a brand
21.6 cents 17.1 cents
The value of a brand
#5 $32 billion
The value of a brand
#4 $49 billion
The value of a brand
#3 $56 billion
The value of a brand
#2 $57 billion
The value of a brand
#1 $67 billion
Is positioning the same thing as branding?Q.
No.A.
Positioning is how you define your brand
versus competitors.!
Why a position?
> Because too many products and services are functionally similar
> To call out to those people who care more about your products intangible difference
What makes a good one?
> Defined by what you say, not what you do
> Not owned by the competition
> Important to prospects and customers
> Utterly simple and memorable
Overnight
Slow or Thick
Service
Safe
Never mind.
Marketing.Branding.
Positioning.What else?Q.
Marketing.Branding.
Positioning.Personality.A.
Brands have personalities just like people.!
Apple doesn’t sell products.It sells Apple-ness.!
What are we doing here?Q.
Building distinct, likeable brands. A.
We’re done!!
