You’re probably familiar with department store magnate John Wanamaker’s legendary saying: “Fifty percent of my advertising is wasted; I just don’t know which fifty percent.” If that statement weren’t so accurate, we might laugh a little harder.
Madison, WI, February 08, 2016 - The fact is, the Advertising Research Foundation reports that businesses waste between $30 and $50 billion each year on ineffective marketing. And the primary cause of all those dollars being flushed down the toilet? Marketing and communications efforts that are not based on a solid foundation of brand strategy.
In other words, brands that stink.
Accountable marketing—marketing with a return on investment—starts with a fundamental understanding of your brand. Without it, you’ll have no road map to guide your marketing and communications efforts.
It wouldn’t be a stretch to say that all businesses and organizations would like to see a better return on their marketing and communications investment. Yet very few businesses see the direct connection from a solid and focused brand strategy and improved marketing results.
But what if every dollar you spent on marketing and communicating your company’s offerings would return more than one dollar each time you engaged in a marketing activity or event? Wouldn’t you be much more active in marketing your products or services? Of course.
Most companies’ marketing efforts are neither efficient nor effective. That’s because they don’t have a strategic basis on which to find a foothold. In other words, their advertising and other marketplace communications are not based on a solid brand strategy—a strategy that will illuminate the “one thing” that makes their offerings better or different or more relevant or more authentic than the competition.
Does your brand stink? Is your business leaking marketing dollars? Does your business lack a unified brand strategy?
Click here to download the free whitepaper, 9 Signs Your Brand Stinks. Or visit www.How-to-Branding.com to discover how you can stop throwing marketing money out the window.
How-to-Branding.com is the online do-it-yourself branding resource from BrandXcellence for small businesses, entrepreneurs, and marketing executives that want to improve their marketing and communications results through a more clear and focused brand platform. Unlike traditional consultants or agencies who “do it all for you” and deliver a brand that may not convey the results you expected, How-to-Branding.com believes that no one knows your brand better than you. So we offer brand workshops and other tools, plus a website packed with tips, techniques, and ideas to grow your brand—and your business so your company can arrive at an actionable brand strategy more efficiently and effectively and so you can increase revenues for your business.