Getting down and dirty

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Tuesday , April 22, 2008 at 2113 hrs recommend:

1. Identify the focused message you want consumers to take away. Try to condense what you want to communicate in a one-line message. It could be a claim against competition or a message showing why your offering is better—just keep it short and simple.

2. Figure out the fastest way of getting this out to your consumer. In a situation like this, the normal media choices may or may not make sense. For example, TV takes some time to build up reach and awareness, so if there are localised media choices that may get your message out faster, you could think of supplementing your normal media choices with these other options.

3. Track whether your plan is working. Do not continue it any longer than you need to. Figure out as fast as you can whether the competitive issue has gone away, and then get back quickly to doing what you would ideally spend your time on anyway—building your brand.

Reprinted with permission from Wiley-India

Book: Brand Management 101

Author: Mainak Dhar