Apply the single-issue marketing for your luck this year
Marketing comes first even in politics
Let's realize your dream for this year!
Marketing sure would help.
It's about perception.
This means letting people be aware of yourself (your product , your company) in their minds.
Of course the quality of yourself outweighs letting people know you.
But your excellency doesn't work unless people perceive who you are.
Let me show you how: Select a single word or phrase (benefit) indicating your direction this year and make it your slogan then spread it via SNS.
Never make it more than two phrases.
That would dilute the people's perception.
Successful examples with companies
Carefully choose the single one to let people know what you are, what you want and where you go.
The single phrase should help people focus on that.
Make it sound clear, comfortable and rhythmical so that it sticks to their minds.
A good one should involve so-called halo effect: The adjective "competitive" should involve better, stronger and superior.
Federal Express: Overnight
Federal Express picked up "overnight" which impacted the industry and its customers because there used to be no such guarantees at that time.
People perceived the great advantage helping the company grow fast.
"Overnight" came with an image of revolution, innovation and entrepreneurship.
2 . Sony: Like no other
Like no other literally means Sony is unique. Period.
The point is this reflects the reality.
Unlike what they are right now, the company boasted of its uniqueness inventing innovative products like walkman and aibo ( dog robot).
The phrase insinuated the spirit for something unheard of.
3. Heinz: The slowest ketchup in the West
Heinz already owned the word ketchup but this new benefit helped the company cover over 50 percent of the ketchup market.
The company newly owned the word "the slowest" meaning its thickness goes a longer way.
The halo effect of "the slowest" was tasty and value.
Suntory also admired
The Japan's soft drink and alcohol beverage maker uses the phrase ”Live with water" (Mizu to Ikiru).
I didn't like it because this phrase got us nowhere.
But this ambiguity seems to be getting across with people these days because they are beginning to be sustainable.
Water insinuates environment.
So, I buy this expression.
How about "Live with water" also for your slogan this year?
This might bring you a fortune.
Ichiro Noro
Professor, Seiwa University
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