If you lack an understanding of Psychology, you have little chance of being successful in marketing. Psychology is the study of human behavior, which is primary to effective marketing. To understand people’s behavior is to understand what they want and need.
Negligence In Any Culture
One of my favorite moments of learning Japanese was years ago when I was visiting my company's rural warehouse and meeting with our team there. In Japanese, there is a term "Kanpeki-shugi" or "Perfectionism" ( 完璧主義) often used to describe someone who goes above and beyond ALL the time to ensure everything is done JUST right (and there are a LOT of folks like this in Japan, thankfully!). When I asked the staff there that day what is the opposite of "Kanpeki-shugi" they immediately responded: "ii-kagen" which can be "Irresponsible", "Sloppy", "Lax", "Lazy", or "Negligent" (いい加減).
Today, let's talk about "Negligent" (いい加減).
The Small Business Brand Challenge: How To "Simplify Choice"
As a Small Business, you sometimes might go through some of these emotions:
Partnering As A Means To Improve Brand Value
When you really want to show your visiting guests you care and will give them the very best, do you serve them instant coffee?
You might be wondering if someone has gone crazy, but depending on where you live, the answer might be "yes!", because it is a Brand of instant coffee that is perceived to be above and beyond all the rest, and has continually managed that perception through its messaging, advertising, store placement and partnerships.
While some of this has changed since the "coffee revolution" started by Starbucks swept into Japan, the path to being a higher value Brand is still a great example.
What You Need to Know About Branding
Branding is hard - for any business - in part because it is not as well understood as many businesses think. But for smaller businesses, it is even harder because it requires resources and skills you don't normally need to keep in-house.
With an Almond Roca can sitting on my desk each day, I thought of an exercise recently while pondering possibilities for one of my favorite local Brands here in the Pacific Northwest - Brown & Haley - the makers of Almond Roca.
This week we are posting from a guest - our own Jennifer O'Brien of Pyramide Productions shares some perspective on the role of video content:
Modern Challenges to Brand Development
Strategic Brand Development is driven in part by changing customer needs, emerging technologies and competition. With both the fragmentation of communications channels and the ease of crossing borders and entering markets, it is more difficult than ever to create and maintain a brand that is meaningfully differentiated in the mind of the customer.