Soft foundation, strong building

You thought that the headline was a blunder. You are right if you talk about architecture.

When it comes to marketing communication, your brand’s hardware is based on its soft attributes. Take an example of a print ad. It may have a nice copy, wonderful combination of colors, great endorsement by a celebrity, and finally it may find its way on the front page of a top-ranking newspaper – all these are visible hard elements of your brand’s message. Behind all these elements, how much “trust” and “authenticity” have you been able to earn in the past through delivery of the brand promise? How many times have we thought about how customers would judge the authenticity of the message? There are so many things to do with brain, hands, eyes, ears, and feet before we open our lips. Trust, a soft asset, would make a strong foundation for your brand’s hardware.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
This entry was posted in Branding and Communication, Hard Core Branding and tagged , , , . Bookmark the permalink.

2 Responses to Soft foundation, strong building

  1. Abu Naim Tausif says:

    Giving example of tourism branding in Bangladesh may be best suited. Spending thousand of dollar in advertising—- in result tourist lost their shoes while going to swim in cox bazar sea beach………….

  2. 1mmarketing says:

    You are right to the point, it is sad, but great example.

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