Paula Ronan’s Post

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Marketing Consultant, Coach, Mentor and Trainer. Helping businesses to grow through effective brand and marketing strategies

Here's a few nuggets from the Kantar Ignite webinar I attended a while back about branding - from Mark Ritson's presentation. His talk was on Relative Differentiation - what your brand needs to achieve to succeed. He says we need to first have a simple relative positioning (ie doesn't need to be unique) that doesn't change with a tight attribute list. Use the 3 C's to get here - something your Customer wants, that your Company can deliver better than the Competition. Then execute it properly by - 🏅 saying fewer things, more often (repeat, repeat, repeat) 🏅 say them to everyone, with better creative 🏅 say them everywhere - not just in ads 🏅 say them for longer - the customer will not get fed up (you wish!) 🏅 say them with distinctiveness 🏅 spend 60% of your marketing budget to say them (as per Binet & Field) You can still watch this presentation - link is in the comments - and I recommend it, Mark Ritson gives good prez. If you want any help developing your brand or marketing strategy, give me a shout. #marketing #brandstrategy

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