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Branding: You are the Brand
Copyright 2005 Daniel Sitter What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you notice that brands can be things,...
Check Cashing "The Future Is Now"
CHECK CASHING THE FUTURE IS NOW In our industry, the question that is constantly being asked is “What is the future for this business?” It’s a question that rarely gets a definitive answer. I have come to appreciate the unlimited potential that it...
Greasing the Path to Success: Finding the Confidence to Step Up to Key Moments
Whether it’s making a prospecting call to a promising business contact, giving an informal “elevator speech” to a networking group, or attempting to close a transaction, there are certain key moments when putting your best-dressed foot forward...
Make Mine to Grow: Building Your Solo Business to Outgrow You!
Many solo entrepreneurs choose to curtail their businesses growth for the purpose of lifestyle. Others have visions of expansion right from the start. Being the only person in a business, wearing all of the hats, is just a stepping stone to...
The 5W's of World Class Customer Service Training
The preamble to the United States Constitution begins, 'we, the people.' I feel strongly that we, the people, are what make the difference in life, both personally and professionally. The interaction anyone has at any level with your company,...
 
“Buzz Marketing: Marketing to non-marketable customer”.

Buzz marketing, also known as ‘word-of-mouth marketing’ ‘guerilla marketing’ or ‘stealth marketing’ is an art of human kind to involve the trendsetters in any community to carry the brand’s message, thus creating an interest in, and a demand for, the brand with no overt advertising.

Nirmalya Kumar, professor of marketing, director of center for marketing and co-director of A.V. Birla India at London Business School.

When Dietrich Mateschitz formulated the drink “Red Bull” in 1987 for Australian market, bars initially refused to stock it, seeing it as more of a medicinal drink than a mixer. However snowboarders and clubbers soon recognized. The boost it gave them. They started to bring it with them to non – alcohol bars and pubs.

Red Bull has mastered the buzz marketing. In the 8 sales area in US, the representative scouts for the hot spot. They distributed their branded refrigerator and some goodies to the bars and clubs. If other conventional establishments ask for Red Bull, they refuse them to retain the credibility and uniqueness of their community and clubbers. To connect this community, Red Bull use to organize a two – week annual music festival.

Red Bull first marketing technique was to distribute and target the teenagers and college goers. They went where these guys goes. Then Red Bull went around the cities full of Red Bull cars and distributed the drinks to anybody who need energy- Free, the construction workers, Athletes all.

Coke and Pepsi recognized a new segmentation of their market and tried to capture it with big marketing budget. They created energy drinks. But after millions of write off they


are distance number 3 and 4. Red Bull is still the king of energy drink with 65% of market and that is with the fraction of their spending.

Five years back on internet, Google started it operation in the dorm of two Stanford guys (You do not need to know there name, I guess) they created a system for search and marketed it on net with minimal of advertising. End result, after 3 years they become numro uno no in search – marketing in the presence of heavy spenders like Yahoo, overture etc

That the power of Buzz marketing. Gone are the days when you write a Cheque for your ad agency and agency will do the marketing. According to Philip Kotler, advertising is a lazy way of marketing and branding. You outsource almost everything, even your brand’s undergarments. Traditional marketer thinks that job is over. But buzz marketing is an engaging art of marketing. It is a hard way to market a product and services. Most of marketers do not like it. Because they like their comfortable air-condition rooms.

But in real world, you can’t close your eyes and think that your competitor will take pity on you. They are here to eliminate you. Buzz marketing is not a passé’ anymore. It is here and happening.

CEOs, be aware, if your people are saying they need different budget for branding, marketing and sales. Think again, someone is not ready to move his butts.

About the Author

Arvind Kumar is an Electrical Engineer from a premier Institute, Indian Institute of Technology, Delhi, India. He has 3 years experince in marketing business consulting services and marketing services. He is founder and CEO of www.nuttymarketer.com

 

Brand - Wikipedia, the free encyclopedia
The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ...
en.wikipedia.org
 
Branding - Wikipedia, the free encyclopedia
Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
en.wikipedia.org
 
AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
www.allaboutbranding.com
 
brandchannel.com | branding resource produced by Interbrand | brands
An international online exchange and resource about brand marketing and branding.
www.brandchannel.com
 
Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
www.brandidentityguru.com
 
Branding Blog
Branding and positioning news and opinion.
www.brandingblog.com
 
Branding Asia
Free articles, news and columns on branding in Asia. Market research and Asian marketing.
www.brandingasia.com
 
Pages tagged with "branding" on del.icio.us
All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ...
del.icio.us
 
The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
www.fastcompany.com
 
Branding: See what people are saying right now on Technorati
See all blog posts tagged with branding on Technorati.
www.technorati.com
 
Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
www.mozilla.org
 
What Brand Are You? A branding viral by The Design Conspiracy
What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ...
www.whatbrandareyou.com
 
Julie & Company: Affordable branding, web design, graphic design ...
Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ...
www.julieandcompany.com
 
Forty Media - Web Design, Web Development, Branding, Great Websites
a professional web design agency based in Phoenix, Arizona.
www.fortymedia.com
 
Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
smallbusiness.yahoo.com
 
Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
www.lexicon-branding.com
 
Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
www.uie.com
 
iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
www.imediaconnection.com
 
Small Business Marketing And Branding
Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
smallbusinessbranding.com
 
Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
www.beyond-branding.com
 
 

 
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