Your Attention Please
Isn’t this truly what all sales and marketing leaders desire, your attention? Isn’t this why billions of dollars are spent annually to gain consumer attention for “my brand, my products, my experiences?” Well actually, no. Creating, stimulating and achieving consumer attention is not a solitary art form. It is not in itself a lasting formula for fast market advantage.
What sellers and marketers reporting to the cold steel of the P&L really want are consumers' “attention, interest, conviction, desire and profitable close.” They want this union in hyper-speed congress with robust profits and immediate market gains. Further, sales and marketing teams united-in-purpose want their unfair share of such profitable attention to fulfill their forecasted revenue and profit commitments. To be clear, “sales and marketing are the variable means by which brands attempt to inform, persuade, remind and capitalize on new or previously relayed product assets, advertising dialogues and experiences to ensure short and long term profitable gains.”
As we know, a brand is a promise. It is the core, the wide umbrella of product essence which must be polished, exposed and matured daily. We also know sales and marketing dialogues represent the voice and essence of the brand designed to establish and build valuable consumer relationships. And although multimodal advertising campaigns and other communication touch points sometimes intertwine and sometimes play different tactical roles, the goal of all communications is to contribute to brand equity and brand affinity.
Brand equity purposefully should create product awareness, should remind accelerate and monetize favorable, unique associations for the brand, for the products in consumer’s minds and consideration set. Brand equity derived specifically from an advertising campaign should contribute to short and long term awareness designed to create, maintain, strengthen and preference product association.
Formidable brand equity can encourage competitive product equity, shaping a direct competitor from the proven strength of their brand/product offense to the fallow weakness of brand defense. And yes of course there are a multitude of key ingredients that deliver brand equity cause-and-effect such as feature freshness, desirable cosmetics, usability advantages, pricing, brand experience, juxtaposed variables, packaging, etc.