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When it comes to marketing premium brands, there’s usually no shortage of RTBs (Reasons To Believe) to choose from. Although brands in commodity categories are sometimes challenged to differentiate themselves, the premium brand(s) in any “vertical” should carefully choose which RTBs make it to the front lines of consumer messaging. Whether or not emotional or [...] Premium brands distinguish themselves from the competition not only in their products, but also in the way they communicate with their customers. One good example of this is in e-mail marketing. Although e-mail is growing and consumers are likely to opt-out if they feel the messages to be irrelevant or impersonal. There are more than 200 billion email messages sent each day, and of the 91% of consumers who opt out or unsubscribe to emails, 46% are driven to brand defection because the messages are simply not relevant. Not cowering to the pressure of the recession, Volvo delivers premium peace of mind What does it take to make a commodity premium? It takes more than differentiation, it takes differentiation that matters to the customer. Marketers deal every day with putting a message out there for consumers to bite down on, but the commodities that can demand a higher price—and even invoke brand loyalty—are the ones that know [...] |
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