New 12 Month Coached Marketing Program Starting March 2010

Research within Aaker’s, ‘Building stronger Brands’ indicates that up to 5/9ths of advertising is mis-attributed to the brand leader within a particular category. New entrants to a category consistently just communicate the generic selling points and category values; inadvertently driving category growth, and  benefiting the brand leader. EG: a new vacuum manufacturer does a, “is your old vacuum tired? did you know it could be damaging your health by leaving dust in your house… you need a new vacuum cleaner….finishes with Vacuum Cleaner X logo”: the unfortunate response from the consumer is, “gee, that’s right. Thanks for reminding me Vacuum Cleaner Y (they probably won’t even remember the correct name), I’ll now go and grab myself a Dyson.”

Sounds silly and obvious, however you’ll see it happening every day around you. Only the market leader should be growing the market, competitors are best to spend their marketing dollars trying to take share from the leader.

If you’re interested in this subject, and as a business owner you should be, then sign up to the newsletter on the Step Change Communications home page and on the very next confirmation page you’ll be able to download the best article on advertising ever written. It’s by my mentor, Dave Trott, and will change the way you look at marketing forever. See law_of_selling.