Make Your Brand Strong

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are 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 refers to how unique and distinctive a brand is to customers or in the market place. There should be clear point of difference between your product and competitors.
• Relevance is how meaningful that differentiation is to 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.

Differentiation is vitally important when you want to strengthen your brand; it should be the first area to focus on. If your product is just like everybody else’s it will 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 target 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 glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Knowledge
Tagged with: 7Ps of Marketing • James Glover • once a day marketing • that branding guy • Those Branding Guys • Y&R