A brief discussion of the importance of the "Why" in branding and understanding the dynamics of the "Inverted Marketing Pyramid." Presented at the Tampa Bay Marketing Summit August 8, 2014
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What your “Why” isn’t
• Who = About you
• What = About your product or service
• When = Time
• Where = Location(s)
• How = Process, advantages, formulas
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What your “Why” is
• It’s why your brand exists
• It’s your brand promise
• It’s what your competitors aren’t
• It’s what your customers want or need
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• Nothing else matters
• Launch or re-launch
• Dangers: Poor positioning or poor
media
• Website, SEO, PPC, YouTube
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• Narrowing of choices
• Message frequency, SEO important
• Facebook, Twitter, Blogging
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• First time purchase or sampling
• The higher the price point, the more
“Reasons to Believe”
• 80% of final decisions are at POS
• Facebook, Twitter offers
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• Consistent delivery of product
• Remind by sustaining messages, offers
• PR and social are excellent strategies
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• Harnessing “WOM” power
• All social platforms are maximized
• Get to know your advocates and
clone them
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Summary
• Do I have a “Why” for my brand?
• Does it have sufficient awareness?
• Have I made a strong case for it?
• Is there a reason to try it?
• Can my brand live up to expectations?
• Am I reinforcing purchase behavior?