fbpx

Brand Thirst

19/ 04/ 2017
  Author: Sergiy Glushchenko, co-founder of AB Marketing, coach, from 2010 till 2014 First Deputy Minister of Youth and Sport Today you can hear from popular coaches such a statement that marketing is only the accelerator of either your ups or your downs. The main thing is the product and sales. It is erroneous and even dangerous conclusion for entrepreneurs and businessmen, especially those who only starts their business activity. I know what Im talking about. More than 20 years of experience in managing and creating successful business projects gives me a reason to claim that in a person-centered business, marketing and brand are the keys to success. My statement is correct if you, like me, understand success as an achievement of clearly understood, measured in terms of money and percentage of the market share goals, creating a sustainable developing organization, an enthusiastic creative team of like-minded people and a satisfied customer who does not cheat on you with a competitor just because it is cheaper. For the sake of experiment just take 10 samples, let’s say, sour cream in the same containers, let the consumers, or the technologists of these companies taste it. Certainly you will hear, how I once did from the Shostka cheese making masters: Our cheese is such a bite – it sells itself, but then a simple experiment will prove to you that no one even recognizes his product. A brand is not a goal, but a tool of achieving a goal. Is it enough to have instructions on creating a brand at hand? Definitely not. A brand is you, whether you are dull, gray, undeveloped or cheerful, bright, hungry for life, generously giving to the world and people what you have accumulated, mastered, learned, invented, created - your brand is the exact reflection of you. We will analyze concrete cases of creation and development of successful brands. We’ll talk about the failures and mistakes of well-known brands. Understand the causes and formulate algorithms for the ups and downs of business stars. You will get much more than a step-by-step instruction (although this too), but an understanding of the laws of success and recommendations for the implementation of the project My Successful Brand. I will share simple and effective advice that I confess myself and which my students in coaching sessions are implementing. Product portfolio. What product we have, why is it interesting for the market, why is it better than the product of the competitor; and if we have a whole set of products - which one is our support and breadwinner, which one we do not need and which are harmful, how much do we earn on each of them? Do we know this at all? And do our sellers know it? Do they sell what the market asks for or what is profitable for us? What is the essence of our positioning, to whom do we address our products or services? Who is our target audience? Portrait of the buyer and the consumer. And, yes, they are often different people. Analysis and examples. Environmentally friendly business and goals. And its not about the environment only, but about how much our goals meet the spirit of our times, are harmful to people and world, are destructive or constructive and they improve the lives of others and our own? Ambitions and ammunitions. About that in all senses it is advantageous and clever to bring the level of ones own development and, ideally, proficiency in business you are doing to the stage when no boy from the crowd will shout: The king is naked!. How to grow daily, improve in the profession, enjoy achievements and victories and have a reason for this. At heart of any successful project there is a personality of the leader. How to become a unique, bright person? How to improve yourself every day, where to get energy and strength? This is one more and not less important topic of our conversation.

Author: Sergiy Glushchenko, co-founder of AB Marketing, coach, from 2010 till 2014 First Deputy Minister of Youth and Sport

Today you can hear from popular coaches such a statement that marketing is only the accelerator of either your ups or your downs. The main thing is the product and sales. It is erroneous and even dangerous conclusion for entrepreneurs and businessmen, especially those who only starts their business activity. I know what I’m talking about. More than 20 years of experience in managing and creating successful business projects gives me a reason to claim that in a person-centered business, marketing and brand are the keys to success. My statement is correct if you, like me, understand success as an achievement of clearly understood, measured in terms of money and percentage of the market share goals, creating a sustainable developing organization, an enthusiastic creative team of like-minded people and a satisfied customer who does not cheat on you with a competitor just because it is “cheaper”. For the sake of experiment just take 10 samples, let’s say, sour cream in the same containers, let the consumers, or the technologists of these companies taste it. Certainly you will hear, how I once did from the Shostka cheese making masters: “Our cheese is such a bite – it sells itself”, but then a simple experiment will prove to you that no one even recognizes his product.

A brand is not a goal, but a tool of achieving a goal. Is it enough to have “instructions on creating a brand” at hand? Definitely not. A brand is you, whether you are dull, gray, undeveloped or cheerful, bright, “hungry for life”, generously giving to the world and people what you have accumulated, mastered, learned, invented, created – your brand is the exact reflection of you.

We will analyze concrete cases of creation and development of successful brands. We’ll talk about the failures and mistakes of well-known brands. Understand the causes and formulate algorithms for the ups and downs of business stars. You will get much more than a step-by-step instruction (although this too), but an understanding of the laws of success and recommendations for the implementation of the project “My Successful Brand”. I will share simple and effective advice that I confess myself and which my students in coaching sessions are implementing.

Product portfolio. What product we have, why is it interesting for the market, why is it better than the product of the competitor; and if we have a whole set of products – which one is our support and breadwinner, which one we do not need and which are harmful, how much do we earn on each of them? Do we know this at all? And do our sellers know it? Do they sell what the “market asks for” or what is profitable for us? What is the essence of our positioning, to whom do we address our products or services? Who is our target audience? Portrait of the buyer and the consumer. And, yes, they are often different people. Analysis and examples.

Environmentally friendly business and goals. And it’s not about the environment only, but about how much our goals meet the spirit of our times, are harmful to people and world, are destructive or constructive and they improve the lives of others and our own?

Ambitions and ammunitions. About that in all senses it is advantageous and clever to bring the level of one’s own development and, ideally, proficiency in business you are doing to the stage when no boy from the crowd will shout: “The king is naked!”. How to grow daily, improve in the profession, enjoy achievements and victories and have a reason for this.

At heart of any successful project there is a personality of the leader. How to become a unique, bright person? How to improve yourself every day, where to get energy and strength? This is one more and not less important topic of our conversation.

If you have found a spelling error, please, notify us by selecting that text and pressing Ctrl+Enter.

Start
in the Telegram bot
Read articles. Share in social networks
0 Shares

Spelling error report

The following text will be sent to our editors: