Does buying spots on one or all of golf’s majors going to impress golfers at home watching on TV?
How about the Olympics, the Triple Crown, or -- Wimbledon tennis?
If you answered yes to any of the above, you’re setting yourself up for an expensive disappointment.
Don’t make the mistake of confusing a compelling value proposition with the sales venue. A brand finds its way to the venue. The venue doesn’t do the branding.
What it takes to “brand” your offerings has more to do with the essence of your product and who is already talking about it among the people you’re trying to reach.
It’s why you don’t see Viagra commercials on The Colbert Report and Justin Timberlake won’t be replacing Robert Wagner any time soon hawking reverse mortgages. The value proposition of what you’re selling dictates the branding. No amount of brand hokum will buff up an irrelevant value proposition.
What constitutes a compelling value proposition – one your targets can’t refuse? This: Knowing and shouting out the benefit they value the most, selling it a price that will please them AND sustain your business, and reducing the adoption costs to the absolute, rock-bottom floor. Not easy but eminently do-able. If you think you have a good value proposition in the absence of any of the above, better think again.
Comment Preview