June 3, 2013 at 7:36 AM
By James Glover
Once a Day Marketing
James Glover, That Branding Guy, provides the inspiration and ideas for you to market every day in his Once a Day Marketing video blog. Tune in daily to his short, entertaining and practical marketing and branding tips and watch your organization become more successful.
Once a Day Marketing™ featured video blog: Brand Strength Defined
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we reviewing an old Young & Rubicon (Y&R) model specifically looking at brand strength.
Y&R determined that there are two elements that make up brand strength, differentiation and relevance.
Differentiation means how different and distinctive your brand is to your customers or in the market place. There should be clear point of difference between your product and your competition.
Relevance is how meaningful that differentiation is to the customers. Do they really embrace it? Is there a mass market? Or do few people seek out your product because it isn’t relevant to them.
Why is this important? If you want to strengthen your brand the first thing to focus on is differentiation. If you are just like everybody else it’s going to be very difficult to create a strong brand. With respect to relevance, you don’t have to be all things to all people. Your brand should be relevant to the individuals you believe are seeking out your product. If you are able to differentiate and become relevant to customers, the strength of your brand will increase dramatically.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email@example.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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