Brenda's Blog

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In his 1985 book, Ogilvy on Advertising, David Ogilvy famously said, “The consumer is not a moron; she is your wife.” Of course, he’d have a hard time getting away with that kind of comment today, but his point is still a valid one.

The truth is: Too many businesses think of their target market as one large, pulsing mass. But your target market is actually made up of individuals just like you, your wife, your husband, your mother, your father, or your children. Your customers are people with hopes, dreams, frustrations, families to feed, bills to pay, and vacations to plan. The most successful brands recognize this and look at their target market as a “Target of One.” So, how well do you know your target market … your Target of One?

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In the third of this three-part article, we will discuss the last two resources that will make successful marketing possible for your business, no matter the size of your budget.

In the second of a three-part article, we will discuss the next two resources that will make successful marketing possible for your business, whatever your budget may be.

Why do 90% of businesses fail when times are tough? It’s the same reason that any business can fail when times are good: faulty marketing.
Faulty marketing (or no marketing at all) means no customers. And that means no sales, no profits, and no business … fast. Marketing to build a powerful brand is all about identifying the needs of a target market and taking action to satisfy those needs better than the competition. So, embracing a customer-led mindset throughout the company is critical to success. Every decision on all aspects of your business – from product design and pricing to supply chain and distribution channels – must revolve around customers and their needs.

Q: The terms and phrases used in branding confuse me. Help – what do they all mean?
In my 25 years as a brander and a marketer, I have seen a lot of confusion around what the various elements of branding and marketing mean. So, don’t worry – you’re far from alone!