Next, the need to do a movement marketing strategy - not about the products or services that your company provides, but instead, talk about what you do. feel confident. Of course, what the company and the company's leaders believe needs to 'touch' the target market.
Steve Jobs did this in a very smart way. He told the world that he believes in creativity, high quality products and will always strive to bring the best technology in the market. In fact, Apple's mission statement doesn't really talk about what it does, but about what it believes in.
This statement states: 'Apple started the personal computer revolution in the 1970s with an Apple II computer and innovated personal computers in the 1980s with the Macintosh. Apple is committed to bringing the best personal computer experience to consumers worldwide through innovative hardware, software and Internet services. '
With such a mission statement, the next thing to consider is to consider what will align the company's brand with that statement. A car company doesn't need to declare 'we sell cars', but think about a message that can reach consumers' emotions, something that comes from culture instead of yourself. product.
For example, in 2010, Daimler's Smart Car, an environmentally friendly mini-car brand, opened a slogan 'Against Dumb' (temporarily translated: 'Anti-wasteful') calling on people. American consumers don't 'swing their hands over their foreheads', don't buy things that aren't really necessary. This marketing campaign does not make any statement about the quality of the Smart Car, but clearly defining this brand in the minds of consumers is a brand 'does not waste', and 'compact is clever'.
However, one point to keep in mind is what businesses say should stem from the core business activities of that business! It will be a mistake if businesses declare they believe in environmental protection, while wasting tons of paper every year.
Apple is successful worldwide because its mission statement is spreading throughout every part of the company. Brand loyalty comes from within the company. Businesses cannot deceive consumers and that loyalty is not easy.
Consumers who buy Apple products understand the passion and dedication to creating those products. They know Apple is committed to creating the best quality software and product systems possible. They identify Steve Jobs with Apple, imagining that I have an emotional connection with Apple. And that is why they are willing to "tolerate" Apple's product defects.
But, consumer loyalty with a brand is not just about ignoring product errors. That means consumers don't switch to buying from another company, even if other products are cheaper. This loyalty will help businesses keep revenue at a high level and maintain market share.