6 Critical Elements In Creating Successful Web-Marketing Campaigns - The purchase, for...
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The purchase, for example, of a Macintosh computer says as much about who bought it, as it does about that person's computing requirements.
"Thus, while the psychological/emotional need is to construct, reconstruct, and maintain the self-identity, the socio-cultural need is to communicate to others the self-identity." -Ouwersloot & Tudorica, 'Brand Personality Propositions'.
Accepting the need to build a brand personality that legitimate prospects can relate to might very well mean rethinking exactly who you are as a company and exactly what you are offering on both a psychological, emotional and socio-cultural level.
Most companies have a well-defined list of functional benefits that they provide clients; but what you have to ask yourself is, what psychological, emotional, and socio-cultural benefits do you offer and are they represented by your corporate image or brand personality? And if you think this only applies to consumer product companies, you are mistaken. Every company from industrial widget suppliers to packaged goods manufacturers needs to define their personality in terms of the emotive benefits they provide.
2. Marketing Objectives
One of the most difficult things for small companies to accept is that sales are the result of establishing an appropriate marketing framework.
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