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?”
The Copy Strategy determines what to tell customers about your brand, so to win their preference.
How to set the marketing goal? Marketing goals are SMAC: Simple, Measurable, Achievable, and Challenging*.
When to lower prices? Prices should be lowered in two cases only:
- When the product value cannot be any longer justified in comparison to competitors
- When we know competitors cannot match our lowest price.
Lowering prices in any other situation will cause a loss of competitiveness and/or profit.