Currently in Australia there are thousands of real estate agents, all gunning for the same deals, some sales that you want. The question is, what will make you different. The first thing to establish that will be the company you work for.
Erica Huynh's insight:
3 ways to make your brand unique. Wanna try it out?
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too.
Marketing strategy is particularly difficult because the rules have changed. A generation ago, brands mostly strove to create buzz and “drive awareness,” now they need to build compelling experiences that keep consumers engaged.
However, the old tasks have not gone away. We still need to run TV ads and in-store promotions, man conference booths and hand out brochures, but now on top of that we have a whole new world of algorithms, apps and devices to master. To meet the new challenges, we need a new strategic approach, a new mindset and new organizations.
The above chart shows the three core brand objectives aligned with six tactical strategies. Mere platitudes and a “one size fits all” approach will not do, so once we’ve identified a particular area of need, we want to focus on building an approach designed for that specific task, rather than chasing the latest fad.
If you haven't undertaken personal branding or you haven't incorporated it into your organization's marketing strategy, you're missing out on a world of value.
...To explore this topic further, I recently collaborated with online powerhouse and fellow MarketingProfs contributor Barry Feldman of Feldman Creative to create "The Complete A to Z Guide to Personal Branding" (see the infographic) — to help people and companies dive into the wonderful world of personal branding....
There’s an increasing temptation to see technology as the harbinger of hope and hazard.
... So what are the take-aways for strategists? How should we realistically plot futures for our brands that make sense now and yet make allowance for ideas and issues that are often founded but unproven.To me, brand prosperity depends on four actions:
1. Building and maintaining a purposeful, vigorous and curious, values based culture that is motivated to resist revergence.
2. Creating and implementing strategies that cement customer loyalty and generate areas of leadership. I say areas of leadership in the context of marketplaces because I don’t believe that a market leading brand needs to lead in every aspect of that market. It must however own the rights to a clear, sustainable and distinctive direction. “Own the rights” is not about IP. It’s about having permission from consumers to forge ahead with an idea and to take them on that journey.
3. Developing a flexible portfolio of strategies to address potential and actual competitor behavior across the four external forces (divergence, convergence, credence and re-emergence)
4. Funding research and development programs not just to develop product improvements but to look to prepare the brand to leverage emerging technologies and address pending issues in ways that correlate with the brand’s purpose.
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