Brand Misconceptions - Cont'd...
Misconception #2:
Brands are always built with advertising. Not today. You might have thought you were limited in your efforts to build your brand because you couldn't afford the kind of blanket coverage provided by big-time advertising. Think again. That kind of unaffordable advertising is far less effective today because people's lives are just too busy to absorb any more unrequested advertisements. It has become increasingly difficult to cut through the clutter that envelops people in 3,500 commercial messages in a typical day. Brands are not built with this one marketing tactic any more.
Instead of broadcasting a message, companies building their brand need to "narrowcast" to hit exactly the right people with exactly the right message, delivered cleverly, at exactly the right place and time. One eight-hundred-GOT-JUNK? understands this. As a new-generation junk removal company, this very fast-growing Vancouver-based firm needs potential clients to remember it when a need arises. In Toronto, for instance, it gets their attention by driving its perfectly branded 14-truck fleet in a convoy up Yonge Street every Wednesday morning, and by leaving Post-it Notes on the front doors of neighbours all around each of its jobs.
News
Client login
