Recently, I spoke on a marketing panel at a Young Entrepreneur’s Conference at the University of Texas, at Dallas. In my conversations with these bright young dreamers, one reoccurring theme was a constant question….How do you build a successful brand?
Now, I love opportunities like this because it allows me to share a few brand management insights I learned from working with several successful brand managers throughout my career. I wanted to share with you a few of the insights I’ve learned. I collaborated with my good friend Sheldon Boyea, Senior Brand Manager at Kimberly Clark Corporation to share a list of 15 jewels and insights with you. It is important to understand the consumer is boss and should drive everything you do. Enjoy!
- Mastery of brand fundamentals and mechanics
- Differentiated approaches to market segmentation
- Ability to Influence and affect the chain of CHOICE
- How to conduct research that uncovers AVHFD (attitudes, values, hopes, fears and desires) and the primary drivers of human behavior.
- Branding and marketing to appeal to all of the 5 senses to drive deeper connections with consumers
- The ability to find FOCUS and ALIGNMENT in everything you do.
- Brand naming strategies, key elements of a strong brand identity system
- Mastery of the Art of Translation, through language, culture and lifestyle
- An eye for talent, recruiting and or developing the right creative teams and resources to help create the vision
- Measuring brand equity and the most important marketing metrics
- Flawless execution on your strategy without exception
- Marketing in a digital world – People are not just looking for information and content, people now want experiences
- The ability to establish and defend your marketing budget
- How to measure ROI for different types of marketing programs
- Beyond demographics, building lifestyle profiles for your target consumers so you can be an integral part of their daily lives
Click for a bonus tip** Managing and creating global brands – The demographics are constantly shifting and most growth is coming from international markets
Please feel free to share any branding insights you have, leave us a comment!