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Thread: How do companies gain a solid reputation - subconscious advertising?

  1. #11
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    Effective Emotional Branding
    Maybe this is a good starting point (there's also a link in there to a good article with more specifics).
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    Quote Originally Posted by Davidl View Post
    random hypothetical example: Nike opens up in 1980s and in 2005 adidas opened up shop and has not as good a selection, not as much capital, lower status. How would adidas gain its reputation like it has now when there are other competitors that dominate the market and B. what would adidas have to do different now that they are the little guys.
    I think a new-comer to an established market (sports shoes) builds its reputation not by trying to compete across the full range (at least not initially), but by focusing on particular niche segments of the market (e.g. soccer cleats) by offering a superior product that attracts the attention of the "trend setters" (e.g. professional athletes). Once established as the market leader in a particular niche, then they can use that as a springboard to a broader market segment.... (e.g. consumer thinks, "Adidas makes the best soccer cleats, I'll bet their tennis shoes are good, too.").

    I think a key in many consumer product areas probably is getting the "trendsetters" on board. Obviously the best way to do this is to make a superior product that they would want to use anyways; or you could just try to buy their endorsement even if your product is not that good. Of course, the real trendsetters will try to steer clear of endorsing crap. My take, for what it is worth.

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    that attracts the attention of the "trend setters"
    Or you do what Nike does and just buy their endorsement and build custom shoes for them.
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    Nike started off as a running shoe and in the beginning that was their niche. They used that popularity and sales to grow into Tennis, Basketball and other sports. Where they really exploded on the market was with celebrity athlete endorsements at a time when no other athletic shoe company was doing it on that level. They really got where they are today with the success of Jordans. That was probably the best marketing move of any company of the last 50 years. Then they hit gold again with Tiger Woods and their golf products and clothing.

    But it's not just the big endorsements. They make a decent shoe, have a ton of variety, and are in every sport. I've worn just about every sneaker brand at one time or another and personally I swear by Nike's. They feel good on my feet and I can wear them out of the box and they are comfortable from the first step. It seems like I have to break other brands in, and they don't last as long. They also make the styles I like in my size. But that's just me.

    Adidas does the same thing, but couldn't compete with Nike doing the exact same thing. They actually had considerable success in the 80's with Hip Hop culture. Many of the first major rappers ( like Run DMC) promoted Adidas and they tapped into a market that Nike wasn't even a mention in.

    Since then they've found their marketing niche with Soccer, and College Football Team endorsements and product placement among others. Adidas is not a little guy. Maybe not as popular in the US for casual shoe wearers the way Nike is, but they hold their own around the world especially with soccer fans. So does Puma.

    Reebok hit the market as an aerobics shoe targeting women at a time when no one was targeting women for sneakers, and grew from there.

    The name of the game is "Get in where you fit in". You will never be able to compete in the exact same space as someone with considerably more resources than you unless you have a better or original product and a way to get it in front of people. You have to find your unique selling position to exploit and capitalize on. Part of marketing is understanding human behavior, but that doesn't take the place of product development. Generally the market will dictate the success of a better product if the company is prepared for that success.

    There are no easy answers and it isn't just one thing. It's fine to emulate some aspects of sucessful marketing, but ultimately you aren't going to be successful by just cookie cutting someone elses ideas.
    Last edited by Harold Mansfield; 12-06-2014 at 08:42 PM.

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    Quote Originally Posted by Freelancier View Post
    You know there are books written about how to create and sustain a brand, right? There's a reason it requires a book to explain it. There are so many details involved and so many different paths to getting there.

    Little guys -- SMART little guys -- don't start out competing with the big dogs unless the little guy isn't so little and has deep pockets.

    Little guys start out by defining a niche that's being underserved or ignored by the big dogs, charging a premium their products in that niche market (which they can get because there's little competition in that market), getting a reputation by customers who need exactly what's being offered, and then expanding beyond that niche once they get some deep pockets to fund that expansion.
    Thanks for that insight, Freelancer--I'm actually searching out my freelance writing business's niche as we speak.
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    Check out 'Start with Why' by Simon Sinek. He also did a TED talk on the subject. He references many of the brands you mention and says that their success lies in the deeper reason they exist beyond just making money, and how this finds its way into their products and marketing. Having a 'reason why' the brand exists gives it a deeper meaning beyond slick advertising or what the product actually does e.g. why else would people get Harley Davidson tatoos and why Apple owners see its logo as a means of self identity. Having said that, you still need to communicate this to your market, which takes a lot of time and money.

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    Quote Originally Posted by Davidl View Post
    1. most huge retail companies have a solid reputation but what does it take to get such a big following in terms of the psychological aspect in where the demographic sees your company to have more "value" whether in the goods or more importantly the culture. How do they cultivate this culture and get it to thrive. Its very hard to pinpoint.. but I am influenced by certain brands like nike, levis, apple and they all give out a different vibe that is secure, trendy and state of the art.

    2. Is it years of business? press? brand awareness? How much research do companies put into it - I remember a study done on smells for consumer behaviour, are there anything in this type of category that all brands do to get that edge?

    3.It feels like its nearly 100 percent psychological and subconscious. If anything Id like a view point on this - how does one subconsciously give out these values and culture to differentiate in a market where so many people sell similar items.

    4.How can the little guy compete if they plan to get marketshare and compete with the leaders and the near competitors (to get in the small niche market)? what are some immediate ways and small tweaks or changes that can get the ball rolling.
    I am quoting your question for it is one of the best questions I had come across. Its good to speak about value, branding and culture but most businesses and marketers are worried about sales and money (and nothing else).

    Let me try to provide a few points.. Branding is vital and it will play a crucial role in winning leads and more, a company with greater reputation will easily reach more people and convert greater number of them even with a small spending on marketing campaign.

    People always love brands, and follow them easily (almost madly), for instance at the price of Apple iPhone you can buy phones of with greater options on Android (although I surely accept the quality and security of apple), but apple's brand will always have buyers motivated no matter what their competitors offer. Brand is crucial part of marketing and it is not that hard or impossible to build brand name for your product/company.

    Press Release, Public Relations, Social Media, Blogging, Infographic and live events are all set to play a crucial role in building brand and reputation (that includes culture).

    Content Strategy and Branding
    A company's Content writers and content Marketing strategy plays a crucial role in branding efforts. For instance take a look at a small business's (hotel, mall, or more) Facebook page, you will find lots of things about them, their products and more. But have a look at a brand and you will find more information related to their brand, product and niche, than direct posts about them. This is critical especially for Social Media, its said 80% information (entertainment, info, news and more) and 20% Marketing (mostly no-direct marketing, and about your company/product/brand (office functions and more) and culture) this will increase your audience and pave way for easier branding and lead generation.

    To me one of the most common reasons for small business firms inability in brand building is lack of proper content strategy and presentation. Start with customer analysis, understand your audience and know what he/she wants to hear, what they love, what they will hate (*commonly) and and craft your contents accordingly.
    Consider outsourcing your accounting tasks to an Accounting outsourcing company. This will help you reduce your business costs considerably and free your time for other tasks and promoting your business.

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    It is relentless product placement. With the deals, no parking, commercials and other trinkets of commerce. Wal-mart has an association with stretching dollars and that is what people seek them out for. COmpanies understand how to compete in their target demographic and then expand from the gray areas.

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