The science and art of branding.

Isn’t the marketing job done by the Canterbury Bulldogs on Hazem El Nasri about the best branding game in town at the moment?

Forget that he is an athlete, and that his personal credo appears to be beyond reproach,  Canterbury have done a great job of branding for the man, the club, and the game after a low period that has called into question the survival of the game as the main football code in this part of the world.

There are many alternatives to league, all of them competing for the hearts and minds of players, supporters, sponsors, and perhaps most importantly, young players mums. Their concerns have been adroitly addressed by the brand strategists who have executed beautifully over the last 6 months, culminating last weekend.

It would have been a perfect finish had the young bookend been sufficiently marketing savvy to have passed to Hazem 3 minutes from the end, with the line open, rather than taking the try himself. What an opportunity missed!

Professional marketers spend their lives looking for sources of  competitive advantage, then building and defending them. They use the quantitative tools that identify segments, targets, strategies and opportunities, but to be successful they must not forget that marketing is more about the heart  than the head, but you need both.

Those who carried this exercise got it right, recognising that marketing is a science, except where it is an art.

 

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Leadership, Marketing and tagged . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s