1. The Right Way to Build Your Brand.
- Author
-
Martin, Roger L, Schwarz, Jann, and Turner, Mimi
- Subjects
BUSINESS names ,BUSINESS success ,BUSINESS enterprises ,AWARENESS advertising ,CONSUMERS ,ADVERTISING spending - Abstract
More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” In this article the authors present a solution to Wanamaker’s famous quandary. Drawing on a large database supplied by the World Advertising Research Council to empirically identify what kinds of brand advertising are most effective—both for attracting new customers and for converting them into loyal repeaters—they show that the key to successful brand building is offering a memorable, valuable, and deliverable promise to the customer. What’s more, a well-designed customer promise not only translates directly into sales but also provides an effective framework around which to organize a company’s activities. [ABSTRACT FROM AUTHOR]
- Published
- 2024