Without a doubt, one of the key factors is that they have a reinvestment policy in growth, where they provide resources, structures, and budgets to their departments in Finance, HR, Operations, and Marketing to support growth. Have you ever seen a leading brand in its category that doesn’t invest in marketing and advertising? No, right? You know there’s a direct correlation between brand awareness and sales. That’s what these companies do. Therefore, brand positioning is indispensable. It not only differentiates you but also places you in the minds of your customers, in their set of options.
We usually ask three questions to our clients when advising them to grow:
Question 1: How many of the products/services you sell do you think are consumed nationwide every month? The answer is almost always tens of thousands or millions.
Question 2: Of those thousands or millions of customers, what is your market share? Most people have no idea, because they don’t know the value and size of their own business, which they’ve been operating in for decades. A couple of sessions ago, I showed you how to determine market potential and market share.
Question 3: If there are X thousands or millions, why don’t they buy from you? The answer is exactly what you’re thinking: Because they don’t know us. And I tell them, now you know what to do: create a positioning strategy and allocate a permanent annual Marketing & Advertising budget from today if you want to dominate markets. That’s exactly what growing organizations do.
Investing in marketing and advertising allows you to gain awareness and trust, which ensures loyalty and continued preference, building credibility in your category.
In this session, we took the task of building positioning models, explaining why large brands monitor their marketing and advertising campaigns, and we used a methodology to determine brand positioning and reputation, which is key if we want to have brands that drive demand.
Next Friday, we will continue with Module 5: Go-To-Market, Brand Architecture. In this session, we will analyze how brand architecture is crucial for managing and optimizing the perception of your products or services in the market. By clearly defining the structure and relationships between the different brands or sub-brands of a company, you can create a cohesive identity and strengthen the value of each individual component.
The e-Workshops take place every Friday online live, lasting 3 hours from 8:00 AM to 11:00 AM Chicago/CDMX time. During the first hour, the session is broadcast live on my social media, where we review the topic with Cases, Methodologies, Indicators, Best International Practices, Book, Movie, and Podcast Recommendations, and present the exercises to be carried out.
The second hour is a private live online session, where participants are divided into small groups to complete the exercises themselves. In the third hour, each brand presents its results to the entire group, and in a Master-minds format, we ask questions and suggest how to enhance each brand’s actions. If you’re interested in attending one of these sessions, you are invited.