Sunday, August 28, 2005


As I've mentioned, marketing experts have long warned against brand extension. You want your brand to stand for a single idea in the customer's mind. Focusing on no more than three key messages (or even just one) in your marketing campaign and can help you achieve this goal.

Your focused messages must pervade your entire product and marketing effort. Every piece of marketing collateral should communicate the message. Every press release should somehow refer to the message. You should be able to incorporate every seemingly insignificant choice of features in your product into your messaging story.

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