Innovative marketing strategies

Joel Margulies, Mindgang

Ignore the rules. Rules are appropriate within a market-space where expectation and performance are coincidental. Remove those assurances, replace then with risk and we face a volatile marketplace stimulated by opportunity, complicated by innovative technologies, ever-changing distribution platforms, regulations and global competitors seeking to service disenfranchised consumers. 

Within such a hostile marketplace, recognized brands provide a significant advantage. A brand articulates a consistent, coordinated message across the spectrum of tangible consumer touch points: product lines, claims, materials, packaging, customer service, imagery, media, public relations, marketing and pricing. 

Ultimately a brand becomes an emotional icon employed by the consumer to catalog the product. This enables the brand to transcend the product as its identifier. A brand is the emotional context for the total customer experience. A successful brand amalgamates the problem, solution, credential, guarantee and value of the product that drive consumer decisions. The consumer will place their trust in the brand and not on the product. On occasion a product may have a flaw, but the brand is the guarantee for customer satisfaction. 

It will be the brand that influences the decision maker when facing multiple product choices. It will be the equity accrued by the brand that supports the balance sheets’ good will valuation.

Traditional branding is a long-term commitment requiring considerable funding to deliver the frequency required to communicate the character of a brand. Velocity Branding by comparison uses the funds generated by real time transactions to underwrite the media costs required to create awareness, describe the product and engage the relationship with a transaction