INICIO 12’s Post

𝗠𝗮𝗿𝗸𝗲𝘁 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻: 𝗟𝗲𝘀𝘀𝗼𝗻𝘀 𝗳𝗿𝗼𝗺 𝗕𝗶𝗴 𝗮𝗻𝗱 𝗦𝗺𝗮𝗹𝗹 When it comes to standing out in your market, businesses of all sizes face the same challenge: how do you carve out a distinctive position that resonates with your audience? Here are three companies - mega, big, and small - approaching the challenge through different market positioning and brand differentiation. 𝟭. 𝗔𝗽𝗽𝗹𝗲 (𝗠𝗲𝗴𝗮-𝗕𝗿𝗮𝗻𝗱): 𝗦𝗶𝗺𝗽𝗹𝗶𝗰𝗶𝘁𝘆 𝗮𝘀 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿 Apple stands apart by focusing on simplicity. In a complex tech world, they prioritise clean design and intuitive user experience. This laser focus on simplicity over features creates a distinctive position that resonates globally. The takeaway: You don’t have to do it all - focus on doing one thing exceptionally well. 𝟮. 𝗕𝗿𝗲𝘄𝗗𝗼𝗴 (𝗠𝗶𝗱-𝗦𝗶𝘇𝗲𝗱 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝗿𝗮𝗻𝗱): 𝗧𝗵𝗲 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝗿 BrewDog shook up the beer industry with controversial and anti-corporate positioning. They didn’t just sell beer - they sold a bold attitude that stood against traditional brewing. Lesson: Positioning yourself against the industry norm can create a loyal tribe of followers. 𝟯. 𝗣𝗶𝗽 & 𝗡𝘂𝘁 (𝗦𝗺𝗮𝗹𝗹 𝗨𝗞 𝗖𝗼𝗺𝗽𝗮𝗻𝘆): 𝗩𝗮𝗹𝘂𝗲𝘀-𝗕𝗮𝘀𝗲𝗱 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻 Pip & Nut differentiates by being values-driven, focusing on natural ingredients and sustainability. Their commitment to ethics has built a strong connection with conscious consumers. Key takeaway: Your values can be as powerful a differentiator as your product. 𝗪𝗵𝗮𝘁 𝗧𝗵𝗶𝘀 𝗠𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 No matter the size of your company, successful differentiation comes down to clarity and focus. Whether you’re aiming for global domination like Apple, positioning yourself as a challenger like BrewDog, or connecting with values-driven consumers like Pip & Nut, the key is to understand what truly sets you apart from your competitors - and own it. 𝗦𝘁𝗮𝗿𝘁 𝗯𝘆 𝗮𝘀𝗸𝗶𝗻𝗴 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳: - What is the one thing that makes us different? - How can we communicate that consistently and clearly? - Is there a gap in the market we can fill, either through our values, our product, or how we deliver it? Standing out doesn’t require a massive marketing budget or a global presence. It requires being true to your brand, finding that key point of difference, and leaning into it. Whether you're a small local business or a growing mid-sized company, start building your own unique place in the market. #BrandDifferentiation #MarketPositioning #BusinessGrowth #Entrepreneurship #MarketingStrategy

Thinking Fast & Slow… in #Marketing! When met head-on with an emergency, we generally rely on our fight-or-flight instinct rather than rational evaluation. Come on, to evade death, I wouldn’t waste my precious time weighing the merits against demerits of running away or standing still from a shady slithery snake! Nobel Laureate #DanielKahneman (RIP) in his famous book ‘Thinking Fast and Slow’, suggested this can be explained by System 1 and System 2 thinking. System 1 is a fast, automatic, intuitive process. System 2 corresponds with slow, rational reasoning. Now this idea isn’t new. What’s new is that 95% of our decisions are made by System 1; we aren’t as rational as we think we are! Hmm. Quite useful in the world of Marketing... Humans like to make quick, easy decisions. Sheena Iyengar and Mark from Columbia University and Stanford University once carried out a Jam Experiment. At a local food market, there was a display table with 24 different jams. On another day, there were only 6 jams. While the 24 jams certainly generated interest, people were 10 x less likely to purchase jam than in the case of the 6 jams. The lesson? Too many choices paralyze consumers. When I see my Amazon homepage, I notice their algorithms do a good job in carefully selecting a handful of recommendations based on my recent behavior so I'm not bombarded with confusing options! Emotions appeal to our quick thinking. My Marketing & Sales class constantly reinforces the importance of highlighting benefits, not features. Benefits elicit emotional responses. And we're automatically guided by emotions rather than rationality (although we may use some rationality at the end to ‘sense check’ emotions). Former Saatchi & Saatchi chief exec Kevin Roberts in fact claims emotions drive 80% of decision-making and rational drives the remaining 20%. Take Apple iPod’s "1000 songs in your pocket". I think this is a great line as it screams “music on the move”, a benefit/value I (the consumer) immediately notice and certainly remember. Kahneman’s idea perhaps also explains why Tropicana Brands Group experienced a devastating drop in orange juice sales after it changed its packaging (red straw popping out of a juicy orange). The entire nostalgic consumer experience was impacted as consumers were emotionally attached to the OG packaging! Clearly not rational because the juice inside remained unchanged, but they made the intuitive emotional choice to reject modern packaging. They weren’t buying less juice, they were buying less Tropicana. We're exposed to 6,000-10,000 ideas every single day with an attention span lesser than a goldfish’s (8.25s)! Marketeers must then keep in mind consumers’ quick, intuitive tendencies by focussing on simplicity, emotional benefits & connections, and as Elmer Wheeler put it: selling the sizzle, not the steak... Thoughts? Elias Karam Harish Bhat Andres Jimenez Ramiro Davila Barry Erickson Michael Brandt Robert Pollack Alex Marijan Rob Salkowitz

How to differentiate your brand in the market? One of my friends just asked me randomly while drinking a redbull. Why are taglines important for a brand? And I'm like, Wow, you couldn't have asked at a better time! I've been studying taglines for the last few days, learning about their importance and listening to podcasts about them. So, I began explaining the facts to him. Taglines are important for any business as they can attract customers and differentiate the business from its competitors. But then, he cuts me off and says, Bro, save the textbook talk for someone else. Don't give me a generic answer; if I need a generic answer, I can ask ChatGPT. Ouch, right? He roasted me in like two seconds flat! Then he asked me which thing that you should take care of while creating the tagline? And none of that generic stuff, please. So, I took 2 days to answer him after doing some research, and here are some findings from my research. What should you consider when creating a tagline? ➤ Changes Over Time: ↳ Taglines can change as your brand changes. ↳ It's okay to update or improve them to match your brand's growth or who you're targeting. ➤ Think Globally: ↳ If your brand reaches different countries, your tagline might need to be changed a bit to fit different languages and cultures. ➤ Check Legality: ↳ Make sure your tagline doesn't copy others or break any laws. ↳ Do research and ask legal experts to avoid problems later. ➤ Ask Around: ↳ Before picking a tagline, ask different people what they think. ↳ It's good to get opinions from employees, customers, and others. ➤ Lasting Power: ↳ Choose a tagline that won't go out of style quickly. ↳ Trendy taglines might not be as good in the long run. ➤ Works Everywhere: ↳ Make sure your tagline can be used in many places, like ads or social media. ↳ It should still make sense no matter where it's seen. ➤ Tell a Story: ↳ Your tagline can tell a story about your brand. ↳ It should make people feel something, not just sound catchy. ➤ Keep Checking: ↳ After you use your tagline, keep an eye on how it's doing. ↳ See if people like it or if it helps sell your products. If not, you might need to change it. After I break down all these points for my friend, he's like, Ah, now that makes sense! And that got me thinking, maybe I should share this knowledge on LinkedIn. Kya hai 30-days, 30-posts challenge bhi to complete karna hai. P.S: So, what's your take on taglines? Are they crucial for brands, or just a waste of time? Drop your thoughts in the comments! ________________________________________________ This is the 4th post of my 30-days, 30-posts challenge. Follow Swapnil for more upcoming posts. #linkedin #linkedingrowth

It's not just about WHAT YOU SAY, but HOW YOU SAY IT. Have you ever thought about the Power of the Framing Effect in Branding? How does it impact the brain and mind of the consumers to influence a buying decision? Yes? No? - Still thinking? Let's take an example - big brands like Coca-Cola, how do they dominate the market? It’s all about the 'Framing Effect'. This mind-blowing strategy impacts consumer psychology by presenting information in a way that influences buying decisions. Because consumers like us we consume information the way we see it through eyes. Therefore, information presentation is more important than the information itself. Coca-Cola - When they launched 'Coca-Cola Zero', they brilliantly framed it as "Your same old Coca-Cola with zero sugar, with the same taste." Sounds familiar, comforting, and a no-brainer to try, right? Later, with 'Coca-Cola Zero Sugar', they upped the game by saying, "We're not going to try any advertising gimmicks to get you to believe that. You're just gonna have to taste it for yourself." Intriguing, isn’t it? This positive framing makes us want to try it immediately. Isn't it? Or at least provoke that thought of trying it once. Imagine launching a product as "95% Fat-Free. Enjoy without any tension." vs. "Contains 5% fat. Don't worry. Just enjoy." There is a difference! What do you think? The art of framing is in your hands for your brand marketing strategy. Create an unforgettable impact. Create that "Framing Effect". #Branding #Marketing #FramingEffect #CocaColaMagic #ConsumerPsychology #BrandStrategy

𝐈𝐦𝐚𝐠𝐢𝐧𝐞 𝐲𝐨𝐮'𝐫𝐞 𝐚𝐭 𝐚 𝐜𝐚𝐟é, 𝐚𝐧𝐝 𝐭𝐡𝐞 𝐰𝐚𝐢𝐭𝐞𝐫 𝐛𝐫𝐢𝐧𝐠𝐬 𝐲𝐨𝐮𝐫 𝐟𝐚𝐯𝐨𝐮𝐫𝐢𝐭𝐞 𝐜𝐚𝐩𝐩𝐮𝐜𝐜𝐢𝐧𝐨 𝐖𝐈𝐓𝐇𝐎𝐔𝐓 𝐀𝐍𝐘 𝐅𝐑𝐎𝐓𝐇!! 𝐓𝐡𝐞 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐰𝐨𝐮𝐥𝐝 𝐬𝐮𝐫𝐞𝐥𝐲 𝐛𝐞 𝐝𝐢𝐬𝐚𝐩𝐩𝐨𝐢𝐧𝐭𝐢𝐧𝐠. It's amazing how much we can learn from simple acts of observation in life. My education at the Indian School of Business and Northwestern University - Kellogg School of Management has fueled my love for case studies, and recently, something caught my eye—a new startup whose coffee I’ve been enjoying lately. This startup not only delivers great coffee but also showcases innovative strategies in the workplace. Their approach to market positioning, brand personality, and product design is impressive, making them stand out in a crowded market. 𝐅𝐞𝐰 𝐭𝐡𝐢𝐧𝐠𝐬 𝐭𝐡𝐚𝐭 𝐰𝐞𝐫𝐞 𝐢𝐧𝐭𝐫𝐢𝐠𝐮𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐢𝐬 𝐛𝐫𝐚𝐧𝐝: ✅𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐯𝐞 𝐚𝐧𝐝 𝐀𝐟𝐟𝐨𝐫𝐝𝐚𝐛𝐥𝐞: They offer high-quality coffee at affordable prices compared to other brands. ✅𝐃𝐢𝐬𝐭𝐢𝐧𝐜𝐭𝐢𝐯𝐞 𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠: Their owl mascot, with its clever heart design, along with their use of color, humor, and simplicity, makes them unique. ✅𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Their online campaigns feature interesting videos that draw you in. They use clever offers like discounted cups or free hand blenders with certain orders, tapping into our tendency for impulsive purchases. ✅𝐂𝐨𝐧𝐭𝐢𝐧𝐮𝐨𝐮𝐬 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤 -The brand consistently seeks feedback from customers to gain insights into their experiences and identify areas for enhancement.  𝐀 𝐠𝐨𝐨𝐝 𝐬𝐭𝐚𝐫𝐭𝐮𝐩 𝐚𝐥𝐰𝐚𝐲𝐬 𝐯𝐚𝐥𝐮𝐞𝐬 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤 𝐟𝐫𝐨𝐦 𝐢𝐭𝐬 𝐥𝐨𝐲𝐚𝐥 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬, 𝐚𝐧𝐝 𝐭𝐡𝐢𝐬 𝐨𝐧𝐞 𝐢𝐬 𝐧𝐨 𝐞𝐱𝐜𝐞𝐩𝐭𝐢𝐨𝐧. 𝐓𝐡𝐞𝐢𝐫 𝐩𝐫𝐢𝐜𝐢𝐧𝐠 𝐢𝐬 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐜𝐨𝐦𝐩𝐫𝐨𝐦𝐢𝐬𝐢𝐧𝐠 𝐭𝐡𝐞 𝐪𝐮𝐚𝐥𝐢𝐭𝐲.  𝐁𝐲 𝐟𝐨𝐜𝐮𝐬𝐢𝐧𝐠 𝐨𝐧 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐯𝐞 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬, 𝐞𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐞𝐜𝐡𝐧𝐢𝐪𝐮𝐞𝐬, 𝐚𝐧𝐝 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐨𝐮𝐬 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤, 𝐭𝐡𝐢𝐬 𝐛𝐫𝐚𝐧𝐝 𝐢𝐬 𝐜𝐫𝐚𝐟𝐭𝐢𝐧𝐠 𝐚𝐧 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐭𝐚𝐢𝐥𝐨𝐫𝐞𝐝 𝐭𝐨 𝐢𝐭𝐬 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲.  Driven by data and a keen understanding of its audience, this brand stands out in the market. 𝑲𝒖𝒅𝒐𝒔 𝒕𝒐 𝒕𝒉𝒆 𝒕𝒆𝒂𝒎 𝒃𝒆𝒉𝒊𝒏𝒅 Sleepy Owl Coffee 𝒇𝒐𝒓 𝒕𝒉𝒆𝒊𝒓 𝒊𝒏𝒏𝒐𝒗𝒂𝒕𝒊𝒗𝒆 𝒂𝒑𝒑𝒓𝒐𝒂𝒄𝒉 𝒂𝒏𝒅 𝒐𝒖𝒕𝒔𝒕𝒂𝒏𝒅𝒊𝒏𝒈 𝒑𝒓𝒐𝒅𝒖𝒄𝒕!

Brands can no longer have the “you need us more than we need you” mentality. Brands can no longer hide who they truly are. Welcome to 2024, where authenticity in marketing is a brand’s greatest strength. Monica Kumar, Chief Marketing Officer at Extreme Networks, stated “B2C and B2B brands must embrace open dialogue with customers. This means being receptive to evolving with new market demands (sustainability, diversity, digital-first and other trends) and truly understanding changes in consumer preference and behavior.” Customers favor doing business with organizations they feel connected to. That’s why here at Clean, we focus on helping our clients find their simple and beautiful truth. Check out more on authenticity in advertising from Forbes https://lnkd.in/e57mEHQG #KeepitSimple #MakeitBeautiful

"Everything is worth what its purchaser will pay for it." —Publilius Syrus, first century BC On the Value of Brands and How to Create It 🤑 💭 In today's crowded market, value is essential. When consumers spend their hard-earned money, they want an excellent return. Changes in work habits, the growth of online shopping, and rising living costs have made it more challenging to understand what shoppers prioritize. 🙃 Focusing solely on numbers can overlook how consumers make their choices. Price isn't just a tag—it reflects the perceived value of a product or service, combining quality, experience, emotional and functional benefits, and brand perception. The key is to enhance the perceived value of the product experience by balancing cost and quality. Leveraging the full marketing mix through System 1 and System 2 thinking reveals that most decisions are guided by emotion, not logic. Brand is a conductor leading an orchestra: blending System 1 and System 2 thinking to craft a seamless consumer journey. 🧡 System 1 Maestro: Intuitive and emotional, the audience's System 1 mind connects effortlessly with the brand, making it an easy choice. 🧠 System 2 Virtuoso: Thoughtful and precise, the audience's System 2 mind evaluates brand features and benefits with care. Hitting All the Right Notes: Like an orchestra, brands must blend emotional and rational appeal to create lasting memories and minimize doubts. Mastering this dual-process approach helps brands resonate with consumers long after their experience ends, fostering loyalty in an ever-changing marketplace. 🎆 #brandvalue #growth #integratedmarketing #system1 #system2 #holisticthinking #sustainablegrowth #marketingexcellence

In marketing, understanding how consumers think and make decisions is crucial. One interesting phenomenon that influences consumer choices is the Decoy Effect. What is the Decoy Effect? The Decoy Effect is a cognitive bias where consumers prefer an option when a less desirable option (the "decoy") is present. The decoy serves as a reference point, making the preferred option more appealing. How does it work in Marketing? Marketers use the Decoy Effect to influence consumer choices by offering a decoy option alongside their main product or service. - Creates a perceived value difference between options - Increases sales of the preferred option - Enhances brand image and differentiation Examples: - Pricing: A higher-priced "premium" option makes a mid-range option appear more reasonably priced. - Product features: A basic version highlights the benefits of a more feature-rich option. - Service packages: A limited "standard" package increases sales of a more comprehensive "deluxe" package. Real-life example: Domino's offers three pizza options: 1. Budget Friendly (decoy): Fewer toppings, lower price (₹200-₹300) 2. Deluxe (preferred option): More toppings, higher price (₹400-₹500) 3. Premium (high-end option): Highest quality ingredients, highest price (₹600-₹700) By offering the Budget Friendly option, Domino's makes the Deluxe option appear more reasonably priced and appealing, increasing its sales. Conclusion: The Decoy Effect is a powerful tool for marketers to influence consumer choices, drive sales, and enhance brand image. By understanding and applying this cognitive bias, businesses can develop effective marketing strategies. #DecoyEffect #MarketingStrategy #ConsumerBehavior #MarketingInsights

Scarcity and Emotional Marketing: The Story Behind the Long Queues at #HalfMillion In a clever marketing move, the "Half Million" cafes have seen unprecedented demand in recent days. People lined up in long queues at various branches to get their hands on the new pink cups launched by the coffee chain for a limited time. This massive crowd reflects the success of the company's strategy in employing the principle of scarcity. The principle of scarcity, as highlighted by psychologist Robert Cialdini in his famous book "Influence: Science and Practice," suggests that people tend to desire products that are less available. This principle works by making a product or offering seem rare or limited, which increases its perceived value in the eyes of customers and prompts them to act quickly before they miss out. In the case of "Half Million," the pink cups served as an effective tool to accelerate demand, clearly reflecting the company's understanding of this principle. The crowds can be seen as a direct result of this strategy. Moreover, the choice of pink for the cups coincided with #BreastCancerAwarenessMonth, adding an emotional dimension to the experience. This smart use of pink also reinforces the concept of #EmotionalMarketing, where the brand taps into the audience’s emotions to raise awareness and encourage support. Emotional marketing relies on triggering customers' feelings to engage with the brand, whether through positive emotions like belonging to a noble cause, or negative ones like the fear of missing out. This approach often makes purchasing decisions more emotional and impulsive, while also fostering customer loyalty. If you're a manager or marketer, this case presents a great lesson on how to combine scarcity and emotional marketing to achieve remarkable results. .

Imagine you're walking down the street, right? You come across this cool new café. You walk in, and instantly, you feel at home. The atmosphere, the friendly staff, the delicious aroma—it's inviting. You order your coffee, and while you wait, you notice a sign promoting their specialty pastries. It doesn't scream "buy me"; it simply highlights their mouthwatering treats. As you take a bite of that pastry, you realize something. This café isn't pushing products; they're creating an experience. It doesn't feel like marketing; it feels like a delightful discovery. That, my friend, is the essence of great marketing. It's about creating value, building connections, and making people feel good. When you focus on providing genuine value and creating memorable experiences, your brand becomes more than just a product—it becomes a part of people's lives. It's about making your customers feel special, one delightful experience at a time.