Nobody, somebody, someone special!

If you are selling a commodity, you are nobody. Consumers will just switch to another “nobody” for a slight price difference. You have to keep promoting (or shouting?) to attract customers with no sustainability of such promotion in the long-run.

If you are selling a “me-too” brand, you are somebody. You could be a weak brand, but still your odds are better than selling a mere commodity. You may keep promoting (or yelling?) to attract customers, with little better sustainability than that of the commodity, except that consumers will switch to another me-too brand for a better bargain or when you stop promoting to them.

If you are selling a unique offer/solution that keeps customers loving you from their hearts, you are someone special – we call it Brand! You still need promotion to keep telling your customers that you are always beside them, rain or shine.

Which one are you selling?


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 Nobody, somebody, someone special!

  1. Aumi says:

    I have a question. That if i am somebody is there any chance for me to become some one special? What should i focus for that?

    • 1mmarketing says:

      “somebody” would most likely to be a “me-too” brand. In that case, the brand has to break its shell (revamp its current marketing practices) and go for re-branding. It takes a lot of make-overs plus change of real attributes that would support this make-over. Knowing customers and serving their needs better than competition would be the key to success. Creativity in doing so would be of utmost importance.

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