Salesforce’s success ingredients break the B2B norm – rather than rational product centric messaging, their comms centre around Distinctiveness & CEPs
Author Archives: Richard Bambrick
Aperol is our first example of Category Entry Points in action. The beautifully coloured distinctive liquid & glass and consistent execution of a n enduring brand idea “it starts with Aperol” has enabled the brand to stretch out across many more CEPs than the original aperitif role.
Distinctive Brand Assets: An Introduction Distinctive brand assets are non-brand-name elements that can trigger the brand name into memory for category buyers. They can be audio, verbal, or visual, and they play a vital role in getting brands thought of in buying situations (Mental Availability). What makes for strong distinctive assets? Recognition: Brand assets need […]
Jenni Romaniuk‘s book ‘Better Brand Health’ recaps 3 laws of brand growth & highlights their implications for brand health tracking. Click here to view the video version 🥇 Double Jeopardy Brands grow mainly by adding more buyers to their customer base in each time period, not by growing loyalty. When brands grow, a bi-product is […]
Better Brand Health: The case for brand health tracking This is a speed read version of Jenni Romaniuk’s book “Better Brand Health”. It is a foundational piece for our brand health tracking here at Bamboozled. Hopefully this series is a nudge to reading it yourself (as there’s no replacement for that) or speaking to us […]
Distinctive Brand Assets – Andy Freight Distinctive Brand Assets are triggers for the brand in people’s memory. They come in many forms – jingles, music, stings, straplines, logos, colours, patterns etc. The work of Jenni Romaniuk, Ella Ward, PhD, Dr Virginia Beal, William Caruso at the Ehrenberg-Bass Institute has helped brand managers better understand the role and importance […]
For decades, the myth of brand growth requiring deep brand love & loyalty has been peddled by brand & research agencies. However, the evidence suggests, much of the loyalty we see is, as Bob Hoffman says, “nothing more than habit, convenience, mild satisfaction, or ease of availability”. Think about your own behaviours. When you go […]
Bananas can teach us marketers many things… 1. HOW BRANDS GROW Most brands buying pattern follows a banana shape, with a few heavy buyers and lots of light buyers. To grow, brands need to focus on recruiting light buyers. See “Eat your Greens” by Wiemer Snijders at The Commercial Works for more …https://lnkd.in/e8dxmhCr). 2. DISTINCTIVENESS Bananas are […]
Mental Availability Brand Health Tracking Many a brand/marketing manager is focussed on what they want their brand to be perceived by customers e.g. adjectives like modern, cool, authentic, desirable, technical, stylish are common…. While these kind of attributes may be useful to think about, they often make the assumption that your brand is going to […]