“What is learned in ‘traditional’ marketing degrees is just theory”, says
The world is changing. Despite this, too many marketing people cannot get out of their box.
Old-fashioned marketers like to think that people put more thought into the purchasing of a product than they actually do. Most exercises in segmentation, brand differentiation and personality are mostly wasted effort.
In real life, most buyers don’t perceive brands as having a difference OR that the difference actually matters when buying them. Most purchase decisions are made with the emotional brain. That’s why smart and updated marketers focus on simple & consistent brand assets that are easy to remember and when seen, trigger instinctual responses.
Mr. Sharp applies rigorous scientific methodology across a number of categories and verticals (including but not limited to FMCG, finance/banking, airlines & loyalty programs) and simplifies marketing principles down to 7 simple rules.
- Continuously reach all buyers of the category (Communication + Distribution) – don’t ever be silent.
- Ensure the brand is easy to buy (communicate how it fits with the user’s life).
- Get noticed (grab attention & focus on brand salience to prime the user’s mind).
- Refresh & rebuild memory structures (respect existing associations that make the brand easy to notice & easy to buy)
- Create & use distinctive brand assets (sensory cues that get noticed & stay top of mind).
- Be consistent (avoid unnecessary changes, whilst keeping brand fresh & interesting).
- Stay Competitive (keep the brand easy to buy & avoid giving excuses not to buy).