Tuesday, April 21, 2009

Regression Branding- The Key to Social Media Success


Everyone is trying to figure out how to tackle social media. Too often the tactics supersede the strategy and marketers get excited about entertaining contest or otherwise to really get it right.

Enter Regression Branding. Traditionally brand strategy is created like this - you understand your product/service, identify some key elements of it that differentiate it against the competition, make sure those things are target relevant, then create positionings to market it.

Regression Branding is about stripping back from your ad campaigns and your positionings and identify the lowest common denominator of how people want to interact with your brand - then create a social presence to address this.

For example, a wireless services company can strip down to the essense of their service - to help customers choose phones and plans that are right for them. Then facilitate those discussions to help customers with their core service proposition. Branded experiences and contests are wonderful marketing tools, but they won't buy any loyalty if your customers don't believe in that you can deliver on your product.

The proposition may be slightly more difficult for a CPG company - but with the right type of analysis and insight - marketers can get down to the root cause of what customers want to discuss to drive their business growth.

So lets all regress back to caveman marketers and build your social presence!

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