A Brand with 8% Market share spent dreadful amount of money on Advertising, still thinks the window of opportunity exists being a (‘ME TOO’ Brand). The company thought that Trade Marketing and Advertising would increase their market share instead the Brand is running negative numbers since the day of launch. Question is: Where did they go wrong? Product and the rest of the Marketing Mix? or the Brand itself?
We know that Marketing has short term goals and Branding has long term goals and both work closely together. The thought of being a (‘ME TOO’ Brand) didn’t do justice with Brand itself, particularly in a weak category but definitely gave the consumer more reasons to believe that the leader of the category is STILL the better choice
Did they really think by being a ‘ME TOO’ Brand to the first would help them capture the category? Can Advertising do justice with a ‘ME TOO’ Brand? Here, I can’t blame Advertising, the company is the champion of the Brand and the sole decision maker
People underestimate the process of how Marketing and Branding can work closely, thinking that Logo and Advertising would do justice with the Brand is absurd. I would imagine experts in the field of Marketing and Branding would scratch their heads to find answers for a ‘ME TOO’ Brand that uses Advertising to build Brand Recognition and Awareness
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