Creating an advertising strategy that delivers what it promises is a long process built on coherence. First off you need the magic ingredient that makes your product truly different and better. Then you think profit. And only then comes the Read more “Anatomy of an advertising strategy”
Where does online marketing fit in the marketing world?
Read more “Where does online marketing fit in the marketing world?”
Online marketing doesn’t exist.
Marketing is about creating and executing strategies. One of the key marketing strategies is the communication one, which consists of two parts: Read more “Online marketing doesn’t exist”
The Payoff is a short sentence typically placed under a brand or company name. It is most effective when it is linked to the brand.
For instance, these are strong payoffs: Read more “What is the payoff?”
The Media Strategy determines how to bring the copy to the customer.
Its very goal is to support the marketing objective by providing Read more “What is the media strategy?”
The Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the Read more “What is the tonality or brand character”
What is the support to the brand promise? The Reason Why, aka Support to the Brand Promise, is part of the Copy Strategy and it helps customers believe the promise (benefit) the brand makes, so it is linked to the brand benefit, if any. It is not always used. When used, however, it must link to the benefit and possibly to the product too; and Read more “What is the support to the brand promise?”
What is the brand benefit? The Benefit or promise your brand makes is part of the Copy Strategy and it should convince users to prefer it. For instance: Read more “What is the brand benefit?”
The Copy Strategy determines what to tell customers about your brand, so to win their preference.
It is the execution of the Positioning Statement. It sets a measurable objective and it is built upon three elements: Read more “What is the copy strategy?”
Brands communicate in three main ways: Mass advertising, Promotions, and Public Relations.
The weight, in terms of budget allocation, placed on each way depends on the industry the brand competes in. Read more “On Brand Communication”
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