Jenni Romaniuk explains that there are seven different marketing
beliefs and concepts that have no empirical evidence and thus must be removed
from our research agendas. The first belief to be forgotten is creating a brand
personality. Romaniuk goes on to tell us how there is no evidence linking a
brand’s alleged human traits with in-market success. Brands are not people and
consumers don’t want brands to be people so we must remember this when building
brand image. The second marketing idea is finding the best position for a
brand. Romaniuk states that there is no specific position for a brand to be successful.
There is no evidence that links the success of a brand and its position or its
position strength. The third idea was overcoming consumer rejection. Romaniuk
states, “No mother is happy when she hears that her child is not popular,
marketers often feel the same way about their brands.” With only lack of
awareness being the major cause for the low 10% of consumers who will reject
the product, this is not something to worry about. The fourth idea on Romaniuk’s
list was benchmarking to the competitor in order to judge performance. Instead
of setting sights on excellence, marketers focus on what the competitor is
doing and in turn this is a distraction. The fifth marketing blunder is
searching for brand loyalists. With the use of social media, hunting down your
most aggressive customers is free. By simply drawing brand loyalists into the
company’s reigns, social media allows for demographics to be displayed to the
company at any time. The sixth point was heeding negative word of mouth.
Negative word of mouth is rare but not only is it rare, it has the same impact
as positive word of mouth. Wasting time on programs and models that note
negative word of mouth should be minimalized if not eliminated. Differentiating
your brand from customers was the seventh point Romaniuk drives home. Current
evidence suggests that most consumers see brands as interchangeable in terms of
category needs and satisfying those needs. In all, these are parts of every day
marketing that should be looked past when laying out a new marketing mix. Time
is money and with that, no time should be wasted. Being as efficient as
possible and by focusing on the ideas and strategies that have proof for their
existence is the difference between success and failure.
Works Cited:
ROMANIUK, JENNI. "De-Clutter Your Mind: Seven Worries
You Can Drop From Your Research Agenda." Journal Of Advertising
Research 53.2 (2013): 131-133. Business Source Complete. Web. 20
Nov. 2013.
I do agree and disagree on some points. Brand personality has been proven to be a key element for successful brands. The brand personality defines your target market which is an important step if not one of the first elements for all marketing strategies.
ReplyDeleteAccording to what the author says, everyone is doing it wrong. They must be doing some things right, since the world is still buying things. I do agree with some of what she is saying though. Why waste money on studies to tell you stuff that you do not need and instead concentrate in making a better product to squash your competitors. Sometimes giving a product personality or knowing why 10% don't want it can be helpful. Not every situation is the same.
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