It is nice when we go over things in a classroom that continue to have overwhelming relevancy in our daily lives. Just recently we were going over brand cues — reminders that brands put in place for consumers to remember them — and we had a field day. We were doing jingles, associating different colors with brands or products, and even carrying a discussion about the positioning strategies some brands had that were better than others.
No wonder marketers love researching the high school age; they are hilarious and nearly oblivious at the same time.
What we tied the whole lesson up with was the importance of brand cues. Though the most important way to attract a new customer is for them to try the product first, the second most important activity is figuring out a way for them to not only remember you, but to remember and pick you for a like competitor.
You have to pick the right brand cues for the right audience. Especially in today's technologically driven world, if your audience is online and you don't have something catchy or memorable, it better be offered.
How much easier would it be to break away from the clutter when a brand cue positions you to do so? Makes sense, right?
Then why aren't more companies doing so?
The right brands will. Apple has a great branding strategy. McDonald's has a great branding strategy, and even Dick's Sporting Goods is aware of where its brand is and what cues they need to send in order to keep athletes coming to shop.
But that's not all of them. More have to work harder than before just to get looked at. Let's hope that your business stays on the right side of history.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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