How important is “timing” for branding?

In a word, timing is everything! Well, this may be exaggerated, of course, you need right mix of marketing elements apart from timing. However, even after having the right mix, without knowing when to hit the market and how long to keep hitting, you are out of it.

Market, I mean customers, morph into various shapes over time. The demography of Citycell customers in 90’s is quite different from the demography of Citycell customers today. Even though timing of Citycell was right during their entry stage, but it could not run fast enough on the runway only to figure out later that there was not enough runway left to take-off with the current speed! Grameen Phone (GP), on the other hand, might not be the first entrant, but they knew their limitations. Knowing your limitations is a smart thing, isn’t it? Your activities can be timed in such a manner so that you run with enough power, and then even out your power requirement along the runway so that you can take-off before the runway ends after a certain distance. This take-off stage requires huge investment, but once done, you are up in the sky, hardly reachable by other brands. So, is it too much to say that timing is everything?

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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, Strategic Marketing and tagged , , , , . Bookmark the permalink.

2 Responses to How important is “timing” for branding?

  1. Rahat Yousouf says:

    Sir………Nice one……..Timing is really an important issue……..

  2. Tanzila Habib says:

    Timing is very important. It is one of the most significant factors that help in minimizing loss and wastage, and in making favourable place in customers’ minds, thus leads to successful brand.

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