Brand Stickiness

If you are selling something, whether a product or service, you hope for repeat business. For customers to come time and time again and repurchase … but what makes a brand sticky? What brings a customer back?

An article I wrote recently, Sex Attention – looks at how the music industry sells itself and its artists. The focus was Sex Sells … but is it Selling Us Short?

So much effort is put into the casing, the shell, packaging, the box … so much emphasis on the outer wrapping but does this create brand stickiness? After all, at some point you’re going to open up that box, unwrap the packaging and reveal the product inside.

In this age of advertising overload are we still open to the obvious marketing methods of scantily clad women, glossy packaging, flashing banners, “sale” signs? Or, a little bit like bacteria becoming immune to antibiotics, are we becoming immune to the traditional methods of advertising?

Now for a TV commercial to gain traction it really needs to stand out. I recently caught the Vegemite commercial and thought it was clever, not sure what message it sends about Vegemite, or even if it makes me want to go out and buy it … but it was still pretty good!

Viral Marketing

Then there are the viral marketing campaigns, like Old Spice or John West. The elusive, the desirous video, blog post or marketing blurb that attracts masses of consumers and puts your brand within reach of potential customers everywhere. Funnily enough, came across a fairly under watched video on YouTube, it discusses ideas, offering tips and examples of stuff that’s gone viral – Viral Marketing: Expert Tips, Ads and Examples.

At dLook we are an under recognised brand – we compete with some fairly large ones and have started to consider this whole branding strategy … do we hire a hundred dancers to do an impromptu rendition of Tap Dogs in the Botanic Gardens, or maybe a whole group of performers singing Roxette’s “She’s Got d Look“?

Brands that Stick

But, really underneath the wrapper, the brand, it’s still about the product, the service. What use is it gaining huge traction if you can’t deliver. Like the Christmas tree that sits in the shopping centre, a huge array of seemingly wonderful presents that turn out to be empty boxes.

Creating a brand that is sticky relies on real integrity, delivery, service. In this age of open communication, brand awareness can be attacked in seconds, unless you have brand integrity, brand stickiness, then you are at the mercy of a few vocal dissenters.

Creating a Sticky Brand

For what it’s worth here are a few thoughts on creating a sticky brand …

  • Fix your foundations – you need to sell, cash flow is king – but if you are spending time on marketing make sure you are spending time on your product. Make sure you have a product that scales.
  • Fix your processes – there are only three process flaws; a weak link, a missing link or a broken link. Identify them, prioritise them and start working on them
  • Get the right team – Jim Collins Good to Great talks about getting the right people on the bus. With the right team you can pretty much do anything.

Sticky brands are like sticky hands, you got to keep changing because the stickiness wears out! No advantage is permanent … when you get to a place where you are content, CHANGE EVERYTHING!

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