📝28-1-2019 ✅Your brand: This is the where marketers are most likely to start, and unfortunately end, their thinking. It’s what matters to you, the brand owner or representative. And, given the sales pressures faced by many marketers the temptation is to get lazy with product or sales promotion based thinking. This gets one dimensional, stale even, for your customer, as well as dangerously repetitive in your busy market. We do have to link planning and ideas to commercial goals and align with those brand values though, so we're not saying ignore this, just appreciate that it's one of four dimensions. ✅Your customer: This will hopefully be your start-point, and if all you do is consider where their problems, unmet needs, motivations or outcomes cross over with those of your brand, you’re already headed in the right direction. We’ve called this the immediate opportunity. There are no short-cuts here, though. It’s serious work to define the problems, hopes, fears and aspirations of your customer - but it’s far from hard to do. Here’s our tip - design strategies that work in the service of your customers, this ultimately benefits you and provides scale way and above selling your product/service based thinking. ✅Competitors: This is the most common pitfall. Although it’s inherently valuable to have a good understanding of what’s driving competitor success within your market, we called this what can we learn, it’s of no use to copy that, it becomes "undifferentiation". It’s so obvious to say this, yet look at how many of your competitors copy tactics, campaigns and promotions. We see it in the similarity of websites and campaigns within many sectors. A road to ruin, surely? Certainly a road to getting lost in noise. ✅Trends: Progressive businesses understand what the future might hold, or at least attempt to understand. What innovations might be there for our brand based upon what we understand might change - and crucially what is very unlikely to change, which is arguably just as powerful to consider strategically. #4dimension #yourbrand #yourcustomer #competitor #trends #digitalneha #marketerneha #digitalmarketing #brandstrategy #planning (at Deekshabhoomi) https://www.instagram.com/p/BtLYlZxHLyr/?utm_source=ig_tumblr_share&igshid=153wfhx1adf1t
