Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
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Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
Ground your brand identity in emotional values that set you apart from the competition and resonate with your consumers. Product features and claims of efficacy should be used only to support those values. Give long-term customer relationships priority
Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
YOU HAVE TO SATISFY MY NEEDS. The middle level of the hierarchy is about how easy it was for the customer to have their needs satisfied. This is all about the effort that they need to expend getting what they want. A great experience in a customer’s eyes is getting what they want with the least possible amount of effort. Minimizing physical movemen
... See moreBernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
Brand marketing is realizing that your goal is to separate your customers, not your product.
Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
Product marketing vs. brand marketing: Separate your product or seperate your customers? Product marketing differentiates your products from other products. Brand marketing differentiates your customers from other customers.
Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
What are the descriptive words you would associate with this place?
Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
An emotional connection is what separates brands from companies that are just selling products. And customers are able to tell the difference.
Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.
the brand hierarchy is simply about whether or not these needs were met by the brand. For example, if a customer goes to a store to buy a product and it’s out of stock then they will buy whatever product is there that also meets their needs. Think ant spray, paper towels, cooking oil, etc. It’s very hard to make one of these brands standout unless
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