Brand Strategy Marketing


Brand Strategy Marketing

Stay One Step Ahead by Developing New Solutions

Market leadership cannot be disguised, but it can be manifested using imagination. The road to achieving that position is paved by offering the best solutions that no one elsebranding and marketing can offer then inviting the world to follow your proven path. Once you become a market leader you can stay there if you think several moves ahead like a seasoned chess player. By anticipating where the market is headed and what it needs based on customer feedback, you will be able to envision and construct new solutions.

Embracing Innovation

The first step to staying a step ahead of the competition is to treat innovation as a necessity, not as a novelty. The most intelligent and successful visionaries of the new century, which clearly have included Steve Jobs of Apple, Larry Page of Google and Mark Zuckerberg of Facebook, think outside of the box and ahead of the curve.

 Industry pioneers do not settle on being a one trick pony and put all their eggs in one basket. Out of the box thinking is not so much something that can be taught as it is a determined creative mindset that can ultimately synergize the best ideas from a talent pool of multiple sources.

The traditional business world and schools that shape careers have taught us many outdated principles and fables that no longer apply in today’s world. “Don’t reinvent the wheel” is a common saying that has many flaws. True, our universe is already composed of circles and orbits, but it doesn’t mean you can’t envision new ways to apply cycles and rotations. “The more things change, the more they stay the same” is another way of saying “some things never change” or “you can’t change the world.” Some people have in fact changed the world by thinking beyond these limitations, simply by using imagination. As Albert Einstein once said, “imagination is more important than knowledge.”

The New Economy

Themes of the new economy in the 21st century that help shape modern brand marketing strategy are consumer choice, permission, trust, authority and transparency. Themes that help shape modern products are niche, efficiency, effectiveness, flexibility and credibility. Use these components to broaden your thinking to push imagination to further levels. The more your online resource becomes a time machine for your industry that connects past, present and future, the more resonance you will enjoy with loyal followers.

One key fundamental to remember in the age of digital decision-making is that hard selling and interruptive advertising are becoming overshadowed by the more consumer-friendly approach of inbound marketing. This permission-based approach points to developing long term relationships instead of hit and miss sales resulting from a mass media numbers game. While you can still use outbound marketing as a component of your brand marketing strategy, your brand’s future depends more on developing an online community that expects you to stay up to date and a step ahead of competitors.

The Anatomy of Innovation

Your quest to be innovative should break down the barriers of caution and encompass an element of fun adventure. Separate this mindset from your actual decision-making process so that you do not randomly change your business model for the sake of change, in which results can be unpredictable. Use brainstorming with colleagues as a tool for capturing exciting ideas, but don’t jump at changing your business model until you have tested or refined your new ideas to be effective solutions.

Create a library of ideas for future reference so that your business can move in multiple directions as new solutions become practical. Your long-term brand marketing strategy should be to aim high.

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Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

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