Condensed...

People have always been attracted to brands with meaning, whether their experience of that meaning is tangible and functional or more of an emotional nature. Meaning drives volume; brands that stand for something meaningful and different in customers’ minds can generate five times more purchases than less meaningful brands.

 

But marketing plays a broader role in shaping a brand. It does not just manage to get a brand into a customer’s consideration set; it powerfully influences which aspects of that brand the customer notices and experiences. Good marketing helps ensure that brands are meaningful, different, and salient.

 

By working in ways like these to make a brand more meaningful, different, and salient, Marketing drives the positive consumer behaviors that yield financial value growth. Our analysis of the annual reports for 49 corporate brands found that the strongest brands returned an average of 31 percent more operating profit as a proportion of revenues than those that lacked meaningful differentiation. Additional analysis looked at changes in value market share over time and found that meaningful, different, and salient brands are also four times more likely to grow.

 

___________________________________

-Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

-If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.