All posts in Branding

Branding mistakes with Maxdome

maxdome

VODWith the formation of the Nazi regime in Germany, this country lost its influenceon domains like engineering, art and philosophy. For years, instead of being reminded of Beethoven, Mozart Nietzsche, Goethe and thousands of other important names, people throughout the world could just recall Hitler and his genocide. After the collapse of the Nazi regime, the Allied armies turned Germany into two eastern and western parts and for almost thirty years not only did political conflicts continue, but Germany’s internal situation also got worse. However, within thirty yearsbefore and after the fall of the Berlin Wall andthe reunification of East and West Germany into the Federal Republic of Germany, this countrywas driven to the path for significant growth and development.Not only it could compensate for many of the damages it had suffered, it could also grantitself a leading position in the field of technology and industry.Perhaps it could be claimed that although Germans do not have the marketing intelligence that Americans have, it is clear to everyone that the land to create sustainable brands is nowhere except Germany, a country in where Mercedes, BMW, Porsche, Volkswagen, Audi, Adidas, Fanta and dozens of other major brands have been offered to the world.

11 Wrong beliefs in Marketing

4ps

Internet users do not click on a new page for no reason. Although opening a new page is a simple task and everybody has enough time to open new pages, finding the information you are looking for is more complicated than what amateur users imagine.

Let’s think about this issue more deeply. Do you know why you have clicked on this article? Perhaps, one of your friends has suggested reading this article to you, but this is not the reason you spend time here. You are here because the term loser in the title calls your attention. This is the strategy many journals use although sometimes the titles are not directly related to the contents.

There are two reasons that you pay attention to the term loser:

  • You are afraid of being a loser.
  • You are afraid of being a loser!

 

Now, I am going to describe the most important loser thoughts in marketing that are usually the oldest ways of thinking formed due to different reasons. These are the same thoughts that make many marketing plans to fail and be useless every year.

Social Marketing: the Killer or the Healer?

branding

social-marketingIt’s been about 12 years since the time I really got familiar with eMarketing. At that time, neither I knew about eMarketing in its modern meaning, nor it involved so many new and various concepts, nor there were this many eMarketing experts in the world.

I guess that eMarketing experts are two groups. First, there are those who are fond of marketing and of course love their jobs, and second there are those for whom entering NASA is a big dream so they are forced to choose this job. The important fact, however, is that the title “eMarketer” requires enough expertise and proper mentality about the market rather than being solely a title. Nevertheless, we witness many of these seeming specialists every day who have to even concern about their monthly apartment rent.

But does the presence of such experts, whose number is not of course small, reduce the significance of this issue? Not at all! On the contrary, not only the importance of eMarketing to help marketing plans of the organizations is reduced, but due to saturated competitions a harder path than what can be imagined is placed ahead of you.

Apple, the loser of Branding and Strategy

apple-logo

If a company does not seek to increase its market share, it probably means that its managers are frustrated with everything and they want to leave their business forever. Increased market share can be one of the reasons for the increase in profit, reputation in the market, increased liquidity and saving in production costs as well as the logistics. This looks tempting, doesn’t it?

Temptations in the business world are more what can be imagined and unfortunately there are also numerous examples for them. The example that I want to examine today is not a newly established company. In fact, in many cases it is remembered as a successful example. However, it seems that the stories they tell about its success in branding are not valued anymore.

Unlike its previous trend and despite the fact that Steve Jobs in 2010 called its big smartphones hammers, saying that no one would buy big phones, Apple stops designing its popular and elegant smartphones and instead offers its big phones to the market, which is so big that many people cannot figure out if this is a phone or a tablet iPad which many have called it the iPhone because of being capable of having a SIM card. This shows that Apple has decided to make a hue and cry with a temporary increased market share than working more and reconsidering its branding plans. It has, nevertheless, forgotten that companies which roar loudly today will moan in stealth tomorrow!

Good names sell better and survive more!

cocacola-logo

How you should find a great and memorable name for your companies and products?

brand-logosYou may ask yourself what the reason is for a rule-governed naming when the goal of a business is increasing the profitability by selling products. Will a ruled-governed naming influence the sales?

Definitely, the answer is yes. Good names sell better, gain more market share, are less likely to be forgotten, and compared with repetitive, nonstandard, commonplace or complicated names in the final run have more chance in winning the market. Unconventional names are doomed to perish!

Today, most of the marketing rules are reviewed and revised and many of former mistakes are no longer repeated. However, I think that in country like New Zealand, Iran, Hungary, Qatar, Oman and India whose future economy as well as supporting its young industry will be guaranteed with marketing, those mistakes may emerge at the level of translated books and when marketing instructors have less emphasized practical techniques and methods. Nevertheless, in such an environment where most of your rivals never think of an actual and carefully considered marketing operation, you will win the battle in the market if you take wise steps.

In the past, industrial countries believed that they can gain more market share by increasing the ability of their vendors, expanding sales channels and speeding up product delivery to customers; an absolutely correct opinion at the time, which is presently prevalent among a large majority of companies working in my motherland, Iran, and to some extent among companies in other countries. Soon, business owners realized that such a cycle can not bring about sustainably competitive power for them, because the advent of new products about which consumers and the society were more willing to talk caused that channels, numerous sales representatives and even most market share quickly lose their sales share and, in some cases, be permanently removed from the competitive market or withdraw from it despite the fact that they had powerful negotiators and vendors.