Attitude branding strategies for marketing your brand


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Aside from the most common brand marketing strategies, there are a few alternative tactics companies use to create an emotional connection. Attitude branding involves marketing a larger feeling that's associated in the minds of your customers about your business. This is one of the 4 P's of Marketing: "Positioning". This feeling isn't necessarily associated with your products or services. In fact, it may be totally irrelevant. It's all about a particular feeling, lifestyle or personal identity.

Let's consider Nike. The Nike brand is about much more than just shoes. To the company's customers, the swoosh logo signifies the healthy, athletic and independent lifestyle inherent in the brand motto, 'Just do it.' The Nike brand epitomizes this attitude. Other major iconic brands such as Coca Cola and Apple do this too.

With attitude branding, your brand contributes to the consumer's sense of identity and self-expression. What feeling would you like your customers to experience by thinking about and using your product?

No-Brand Marketing

Another alternative strategy many companies use recently is the branding of no-brand. What this means is that the brand is made conspicuous through the absence of a brand name. While it may sound counterintuitive to do this, the results can be very lucrative. An example where this worked particularly well was the company Yellow Cap of Venezuela, which made itself a popular brand through nothing but, as the name suggests, yellow caps.

Japanese brand Muji does the same thing. 'Muji' literally means, 'no brand.' By eschewing branding and flashy design, the company not only saves itself money on advertising, but also appeals to the segment of the population that goes for high quality and low price, and doesn't care about brand name.

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  • What customer problems are you looking to solve with your brand? Use the worksheet to brainstorm.
    Think about the one specific problem you want to address in all your branding messages.

    What are some good examples of marketing strategies? Why were they so successful?
  • Attitude branding strategies for marketing your brand

    2. 2. Interactive Brand Strategy  A good marketing strategy is interactive and engages the customer  Engage your customer whenever they’re looking for information  Provide information they need when and where they need it  Integrate all marketing channels
    3. 3.  All strategies need to be backed up with strong SEO  On social media have someone respond to comments and questions  Track analytics and monitor behavior Interactive Brand Strategy (cont’d)
    4. 4. Attitude Branding  Attitude branding involves marketing a larger feeling  Examples: Nike, Coca Cola and Apple  Contributes to the consumers’ sense of identity and self- expression
    5. 5. No-Brand Marketing  The brand is made conspicuous through the absence of a name  Results can be very lucrative  Examples include ‘Yellow Cap’ of Venezuela and ‘Muji’ of Japan
    6. 6. Word Of Mouth  Best brand marketing strategy is to focus on recommendations  Word of Mouth can be more powerful than the best advertising  Effective as the recommendation is coming from a trusted source
    7. 7. Name Is Everything  The name conveys a great deal of information  The best names are short and punchy  Examples include Dell or Starbucks  A good strategy is to use a nonsense word  Examples include Dreamworks, Yahoo, or Pepsi
    8. 8. Be Flexible and Stay Current  Your branding strategy should be flexible  Listen and pay attention to market changes
    9. 9. Activity 1. What customer problems are you looking to solve with your brand? 2. Take a look at some good examples of marketing strategies and identify why they work so well. Let me know if I can help Mike Saunders, MBA Business Strategist | Marketing Fanatic MBA