Al Ries, one of the world’s top marketing strategists today, wrote in his best-selling book “Positioning” back in 1981 that the purpose of advertising is to support the position of your brand. It’s not about throwing around fancy words that people will never believe in and remember, it’s simply about reinforcing your brand position in your prospects’ minds.
If you listen to most ads today, they all scream how great the subjects of their advertising are. And this might be ok, as long as it falls into your brand strategy and connects with the recipients of the information. Unfortunately, most companies fail at this.
Let’s compare a couple of examples. (more…)