As there has been significant growth in number of industries and product categories, Marketing and the basic principles of Marketing Mix became generic to the minds of today’s target audience. There is a huge difference between the years when the AMA announced the most popular Ps in 1967, and the world of Branding in 2012
Today’s prime objective is to find out what really appeals to your target audience and not to the owners of the business, the Multinational schools of Marketing in the region are still caught up on the basics of Trade Marketing while neglecting the single most important connection between the Products and their audiences. I guess that works well when you’re a category leader/creator of the category but not when you’re the head of Marketing for a local company that enters a cluttered category. The competitive bar pressures most Marketers of local companies to enter a tactical strategy mode to stay competitive but the graduates of the Multinationals who are leading the Marketing of local companies prefer to follow the same trade, depending on the popular communication tool called ‘ADVERTISING’. What works for Multinationals, fails to work for local companies
Why? Many factors to consider from organizational frameworks to target audiences!
To learn more, my new book Brand Revolution is available on all major online book vendors
Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East
He can be reached on AskBaaghil.com