Brand Elevation:The Magic Pill

The Magic Pill

I recently spoke to a retail prospect who was interested in brand elevation.  We gave him numerous options, such as in-store brand immersion, unique launch events, aspirational advertising, and grass roots PR.  We explained that the most effective campaigns rely on uniqueness, quality, frequency, and consistency.  He said, “Oh, I was hoping there was some kind of magic pill.”  I said, “There is, just not on a shoestring budget.”

I loved this interaction, because at least it was honest.  In contrast to this, many companies want something for nothing or, worse, want something to change but don’t want to do something differently.  Here’s the harsh reality– If you only send emails with discounts, or pay someone for algorithmic social media followers, or send press releases about your conferences, you are half-committed and are going to get lost in the fray.  This means you’ll look like everyone else in your industry and you stand an equal chance to your competitors of getting new business.

If that’s not what you want, then make sure you are not doing the same thing over and over.    If you are truly looking for more visibility or increased business, you have to commit to using new ideas, unique themes and fresh content.  This requires creativity, and available, dedicated, good resources.  Often those resources are better utilized outside the organization, because they don’t get distracted with other internal priorities, distractions, or politics.  This is where you can be cost-effective.  There are many excellent marketing, advertising, and PR agencies out there that are willing to work within your budget.

Take the time to analyze your business, determine what different results you need, and define a budget.  Approach these agencies, make a decision, and follow through.  It sounds easy enough, and getting started is simple.  It’s the implementation that provides the challenge.  It takes hard work, but that’s generally the way you get results — along with a pinch of luck.  And remember, if you consciously decide to not change, that may work, but delaying a decision is a decision in itself, and few success stories unfold from inertia.

Let us know how we can help you find the magic formula that’s best for your situation.

“It may be hard for an egg to turn into a bird: it would be a jolly sight harder for it to learn to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must be hatched or go bad.”
~C. S. Lewis~


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